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The 13 Worst Mistakes Everyone Makes When Drafting a News Release

June 14, 2017 @ 11:30 am - 1:30 pm

To Register: https://www.prsa-ncc.org/13-worst-mistakes-everyone-makes-when-drafting-news-release

Never have so many written so much, saying so little, to be read by so few. What does this sad state of affairs refer to?

Here’s a hint: The hard drive of every PR pro is crammed full of them. And the inbox of every reporter is groaning from them.

If you guessed “news releases,” pat yourself on the back.

The news release is the staple of the public-relations industry. And yet, bound by conventions that suffocate originality and don’t play well with multimedia, most releases today are the very definition of clichéd and boring. “I’m dying to read their news release,” said no one ever.

That’s regrettable — and remediable. The trick: You need to stop thinking like a flack and start thinking like a hack — specifically, like a writer at today’s buzziest news outlets.

As a result of this highly interactive workshop, you’ll learn a baker’s dozen of battle-tested tactics to ensure that your next release sparks the attention it deserves. Topics we’ll cover include:

The things you’re doing — which you likely don’t even realize — which drive reporters nuts and make them ignore you.
How to correct those obvious-only-in-retrospect mistakes you’ve been making all your life (“because that’s how everyone else has always done it”).
The right way to incorporate images, videos, and links into your release, so that people think you’re tech-savvy (even if you’re not).
How to write a headline that ignite’s a reporter’s curiosity (without falling prey to sensationalism).
Why you should always write a subheadline.
The best — and worst — ways to distribute your release.


Jonathan Rick is the president of the Jonathan Rick Group, a digital marketing firm that helps brands use social media to shape and sell their story. Whether via a website, social network, blog, vlog, ad, or app, he’s employed e-strategies to build brand equity, create buzz, and drive public opinion.

Clients for whom he’s led campaigns range from those in the Fortune 100 and the federal government, to national nonprofits and trade associations, to startups and individuals. He created the digital strategies for the widely lauded White House initiative, Startup America, an eight-city, cabinet-level road show to encourage entrepreneurship, and spearheaded the digital marketing for Operation MySpace, the first concert broadcast online in high definition.

Mr. Rick writes for publications including Mashable and Fast Company, delivers workshops to companies around the country, and teaches business writing at the University of Maryland. He holds a BA in Government from Hamilton College.


June 14, 2017
11:30 am - 1:30 pm
Event Category:


Ruth’s Chris Steak House, 8521 Leesburg Pike, Tysons Corner, Vienna, VA 22182, USA


[email protected]