新聞稿寫作及投遞

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為什么要寫新聞稿（Press Release）？

? ? 撰寫和投遞新聞稿的重要性

新聞稿是向世界宣傳我們的產品或公司的主要工具;
新聞稿是記者報道我們的產品或公司時最常用的資源;
發布一份新聞稿并不能保證我們立即得到福布斯的報道。
美通社(PR Newswire)——世界上最負盛名的新聞報道機構：
170個國家，40多種語言
3000個新聞編輯室，如《紐約時報》和ABC新聞
4,500個美國網站(包括Yahoo!，金融和市場觀察)
全球1萬個網站、門戶網站和數據庫

如何撰寫專家級新聞稿？讓故事有趣簡潔并具有新聞價值

? 撰寫專家級新聞稿時，要記住：

所有記者和媒體機構都對讀者負責任，而不是對某個品牌或公司。
無論產品關注點是什么——我們賣的不是產品，而是故事。
一旦活動在Kickstarter或Indiegogo上啟動，支持(而不是銷售)的作用就會減弱。
當活動結束或轉到InDemand時，支持團隊的作用會再次增加

?在一篇優秀的新聞稿中，我們要考慮以下問題：

我們的主要觀點是什么?
為什么媒體應該關注我們？
文章該引用誰說的話，為什么?
公司的宗旨是什么?

案例研究

產品標題：Pico-掌心里的花園

吸引記者注意
專注于產品故事，清晰而簡潔
不要試圖制造神秘和陰謀
使用現在時，運用生動的、積極的動詞
閱讀競爭對手的新聞稿，找找想法

核心文案

“With telescopic grow lights, self-watering and multiple-mounting options, Pico makes growing plants at home easy and accessible to all. It's the need of the hour in the days of home confinement. After a month on Kickstarter, Pico's community pledged over $1.6 M for over 45,000 Picos!”

在Pico網站上，我們把“選擇Pico的原因”與新冠疫情聯系起來
我們的“wow”效應在Kickstarter上引起了巨大反響

第一段內容

In these uncertain times, plants are exactly what most of us need.

They are known for their ability to relieve stress, enhance concentration, and improve air quality. But taking care of plants shouldn't come with additional stress.

思考：

產品的故事完整嗎?
潛在客戶是在使用它享受它，還是這個產品對人們有所幫助？

第2-5段內容

Pico is a pint-sized gardening companion you can attach to any surface to grow a wide variety of thriving plants anywhere and at any time. Whether it's fresh herbs for cooking, indoor air-purifying plants or just succulents you want to grow, Pico has got your back covered. With its help, taking care of plants will become hassle free.

With Pico, anyone can grow their favorite plants indoors all year round. You can forget about worrying if your plant is getting enough sunlight - Pico has a multi-spectrum LED kit that supports a wide variety of plants and provides complete autonomy from sunlight. It is the same light that indoor food farms and professional growers use to grow their plants but in a convenient miniature size.

Pico removes the guesswork involved in watering plants. Its clever self-watering tech stores water and provides on-demand watering. It involves no motors or pumps, instead relying on capillary action and gravity to give your plants exactly the water they need. All you have to do is pour in a glass of water once a week.

Pico will always be at your side. You can stick it on your fridge and grow your next salad's fresh cilantro, or place it on your desk to always have enchanting roses nearby. With interchangeable mounts, you can customize your Pico to make sure it fits your needs and lifestyle.

補充小貼士

能用一個詞說明的時候，盡量不要用5個詞——保持話語簡潔
不要使用太抽象的術語或太時髦的詞匯

e.g.

“在我們公司，我們應用經過認證的全生態系統集成設計體驗，動態地最大化整個營銷漏斗的表現。”

引用/引言

引用某人的話可以給我們的故事增添人情味
引用能為記者的報道提供方向
引言要簡單，用一句話簡單介紹說出這句話的人
適當調整引用的話語，使之適應產品故事

故事可以更詳細一點

Halfway through the campaign, Pico became the most-funded plant project on Kickstarter when it turned into the first to pass the $1.5-million mark a goal achieved by less than 0.1% of campaigns! That energy carried through the entire month-and-a-half, and culminated in the last 24 hours. The final minutes of the campaign on Kickstarter were especially intense, as the community came together to make the final push to cross the $1. 5M mark.

Very soon all Pico supporters will start their plant-growing journey. The global situation notwithstanding, Pico ramped up production and will start the delivery of over 45,000 Picos to their Kickstarter followers in July. And it doesn't end there. For a limited time, everybody will still be able to get their Pico at a discounted price on Indiegogo InDemand.

注意：

不要讓新聞稿過于冗長
確保在文章最后附上活動鏈接和CTA

樣板信息

Pico was developed by Altifarm, the team that already achieved great success with larger urban gardening technologies. Pico's goal is to help make urban gardening even more accessible, allowing more people to dip their toes into that world and stay connected to nature, with a garden in everyone's palm.

注意：