KANSAS CITY, MO. — April 2, 2010. PR professionals have been married to the traditional news release format since Ivy Lee created the press release more than 100 years ago.

It’s time for a new approach, says writing coach Ann Wylie, author of Anatomy of a Press Release (http://bit.ly/8BH4tg).

With 2,500 releases crossing the wires each day — that’s one every 12 seconds — the impact of traditional news release ain’t what it used to be. In fact, more than half of all traditional press releases distributed never get written about, according to PRNewswire’s own research.

Plus, Web distribution makes it possible to use releases to boost search engine rankings and reach customers and clients directly, as well as for media relations.

A new webinar aims to help PR pros, business communicators and other writers write 2.0 news releases — releases that help Google find their sites, reach readers online and more.

Program details

What: “Anatomy of a News Release,” a one-hour teleseminar (http://bit.ly/7LncXf)

Why: To help communicators write releases that get posted on portals, help Google find your site, reach readers online and more

Who: Presented by Ann Wylie (http://bit.ly/60rAFt); sponsored by the Public Relations Society of America (http://www.prsa.org/)

When: 3 p.m. Eastern time (2 p.m. Central, 1 p.m. Mountain, 12 p.m. Pacific) on May 13, 2009

Where: Register online (http://bit.ly/7LncXf)

In this program, Wylie will share tips on how to:

• Take advantage of online distribution to get your release posted on portals, help Google find your site, and reach customers, clients and other stakeholders online
• Write better headlines, decks and leads for your releases
• Why getting the “gobbledygook” out is even more important online than in print
• Choose the right length for your release
• Craft links that help Google find your website
• Optimize your releases for search engines and human readers

Quotes:

From workshop attendees:

“I came away with many new tips that immediately attained results — the first press release I wrote using your techniques landed a feature story in the Detroit News.” — Sharon Waldrop, director,
Fibromyalgia Association of Michigan

“I truly believe that one tip I learned from Ann has enhanced the interest of the media at least threefold, as we received better media coverage than expected at several events.” — Carl Walton,
U.S. Postal Service

“I’ve used one technique to promote my next radio interview. A publicist called me after getting an email and commented it was a great promotion.” — Elisa Southard, APR

“Writing good press releases is an art, not a science. Having said that, there is a checklist and there are objective criteria you can apply to see if you’re on track. Anyone who’s been writing release after release and needs some inspiration will benefit from Ann’s simple, well-reasoned suggestions. I’ve been writing press releases for 15 years and I got great new ideas that I was instantly able to incorporate into the next release I was writing.” — Peter Vertes,
publicity manager,
Cleveland Botanical Garden

From the trainer:

“Never mind the enormous changes in media technology, vast increases in information overload and almost complete transformation in readership habits. Virtually all of the releases I see rely on the same writing techniques PR pros have been using since Ivy Lee invented the press release in 1906.” — Ann Wylie, president of Wylie Communications Inc.

From the PRSA professional development director:

“Ann’s insights are especially valuable because she has worked on all sides of the communication ‘desk’ — as a corporate communicator, in a PR agency, as a magazine editor and as a consultant. Her workshops are always extremely well received by our members and other writers.” — Judy Voss, PRSA’s director of professional development

More information about the public relations writing

• Ann’s resources on the PR writing
• Information about Ann’s PR writing toolkit

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc. (http://www.wyliecomm.com/), a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, helping communicators at NASA, FedEx, Motorola, H&R Block and other organizations improve their skills. She’s the author of a dozen learning tools, including  RevUpReadership.com (http://bit.ly/KJ2t3), a toolbox for writers; and Wylie’s Writing Tips (http://bit.ly/6JgZLJ), a free e-zine. Her work has earned more than 60 awards, including two IABC Gold Quills.

About PRSA:

The Public Relations Society of America (http://www.prsa.org/), headquartered in New York City, is the world’s largest professional organization for public relations practitioners. The society’s members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chartered in 1948, PRSA has 116 chapters throughout the United States and extends services and professional development to the student level through the Public Relations Student Society (PRSSA) with 209 chapters on college campuses throughout the country.

For more information, contact:

Ann Wylie
Wylie Communications Inc.
816/997-8753
Ann@WylieComm.com

KANSAS CITY, MO. — Dec. 23, 2009. Traditional, inverted pyramid-style stories “do not work well with readers” and “do not justify their predominance in today’s newspapers,” according to a study by the American Society of Newspaper Editors.

What’s the alternative? The feature-style story structure increases reader satisfaction and improves the chance that it will be read thoroughly, among a host of other benefits, according to research by The Readership Institute.

“Writers who are married to the inverted pyramid may be missing the mark,” says Ann Wylie, president of Wylie Communications Inc. “Yet too many writers have never mastered other organizational approaches. That means they may be relying too heavily on a structure that’s not always the most appropriate or effective.”

A new teleseminar aims to help communicators master the feature-style story structure.

Program details

What: “Go Beyond the Inverted Pyramid,” a one-hour teleseminar (http://bit.ly/7y9LAM)

Why: To help communicators organize their copy so it’s easier to read — and write

Who: Presented by Ann Wylie (http://bit.ly/60rAFt); sponsored by the Public Relations Society of America (http://www.prsa.org/)

When: 3 p.m. Eastern time (2 p.m. Central, 1 p.m. Mountain, 12 p.m. Pacific) on April 22

Where: Register online (http://bit.ly/7y9LAM)

In this program, Wylie will share tips on how to:

• Avoid bewildering your readers by leaving out an essential paragraph. (Alas, many public relations pros are guilty of this.)
• Organize the “muddle in the middle”
• Watch out for five lead devices that could make readers skip your story
• Leave a lasting impression with a three-step technique for ending with a bang
• Use three steps for writing more engaging leads

Quotes:

From workshop attendees:

“We were able to get a placement immediately (within a day) from a trade pub with nearly 90,000 circulation. The editor was enthusiastic about our pitch — in large part, I believe, because it wasn’t the same hum-drum stuff she gets every day.” — Sheryl A. Roehl, director of communications, Optio Software

“You’ll learn more than you bargained for.” — Andy North, Dell

“Take the teleseminar. It gets you on the path to writing more quickly and a smoother approval process in the end.” — Laurie Taylor , Oxford Communications

“The research regarding inverted pyramid vs. feature leads was fascinating ‘proof.’ The three-part lead was easy. Ann does great, practical, seminars.” — Carol Bodensteiner, public relations counselor in Des Moines, Iowa

From the trainer:

“If you’re married to the inverted pyramid, it’s time to start fooling around.” — Ann Wylie, president of Wylie Communications Inc.

From the PRSA professional development director:

“Ann’s insights are especially valuable because she has worked on all sides of the communication ‘desk’ — as a corporate communicator, in a PR agency, as a magazine editor and as a consultant. Her workshops are always extremely well received by our members and other writers.” — Judy Voss, PRSA’s director of professional development

More information about the feature-style story structure

• Ann’s resources on the feature-style story structure

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc. (http://www.wyliecomm.com/), a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, helping communicators at NASA, FedEx, Motorola, H&R Block and other organizations improve their skills. She’s the author of a dozen learning tools, including  RevUpReadership.com (http://bit.ly/KJ2t3), a toolbox for writers; and Wylie’s Writing Tips (http://bit.ly/6JgZLJ), a free e-zine. Her work has earned more than 60 awards, including two IABC Gold Quills.

About PRSA:

The Public Relations Society of America (http://www.prsa.org/), headquartered in New York City, is the world’s largest professional organization for public relations practitioners. The society’s members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chartered in 1948, PRSA has 116 chapters throughout the United States and extends services and professional development to the student level through the Public Relations Student Society (PRSSA) with 209 chapters on college campuses throughout the country.

For more information, contact:

Ann Wylie
Wylie Communications Inc.
816/997-8753
Ann@WylieComm.com

KANSAS CITY, MO. — Dec. 23, 2009. More and more companies, communicators and CEOs are using Twitter and other social media to reach customers, clients and colleagues; research markets and trends; and sell their products, services and ideas.

“But social media is more like a cocktail party than a press release,” says AnnWylie, president of Wylie Communications Inc. “Write status updates that sound like they were produced by a corporation — or even a public relations pro — and you’ll soon find yourself socializing with the chips, not attracting new friends and
followers.”

A new teleseminar aims to help communicators write more relevant, valuable and interesting social media copy.

Program details

What: “Get the Word Out With Social Media,” a one-hour teleseminar (http://bit.ly/5dax6C)

Why: To help communicators write blog postings, tweets and other status updates that expand your reach and influence online

Who: Presented by Ann Wylie (http://bit.ly/60rAFt); sponsored by the Public Relations Society of America (http://www.prsa.org/)

When: 3 p.m. Eastern time (2 p.m. Central, 1 p.m. Mountain, 12 p.m. Pacific) on March 25

Where: Register online (http://bit.ly/5dax6C)

In this program, Wylie will share tips on how to:

• Use the 70-20-10 rule for engaging your followers, plus other tips for making sure your status updates are welcome guests, not intrusive pests
• Pass the “who cares?” test and four other techniques for becoming a resource, not a bore, on social media
• Get retweeted. Five steps for expanding your influence and reach on Twitter
• Tweet like the FBI. Write dramatic, compelling status updates that draw followers and get clicks
• Make your posts personable. There’s a reason they 
call it “social” media
• Tweak your tweets. Get your message across in 140 characters or less. Plus, learn how to make 140 characters go further — and when you must come in under the character limit

Quotes:

From workshop attendees:

“Ann offers her professional expertise and makes this seminar fresh. Whether you are new to or seasoned in social media, you will appreciate her insights.” — Meiling Starky, social media coordinator, Rock Church

“Ann definitely knows her research and has a high degree of understanding in the social media world.” — Michelle Zeisloft, Media Relations, Cooper Tire and Rubber Company

“Very interesting — great research and stats.” — Heather McDonald, Public Relations Specialist, T. Rowe Price

From the PRSA professional development director:

“Ann’s insights are especially valuable because she has worked on all sides of the communication ‘desk’ — as a corporate communicator, in a PR agency, as a magazine editor and as a consultant. Her workshops are always extremely well received by our members and other writers.” — Judy Voss, PRSA’s director of professional development

More information about social media

• Ann’s resources on social media

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc. (http://www.wyliecomm.com/), a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, helping communicators at NASA, FedEx, Motorola, H&R Block and other organizations improve their skills. She’s the author of a dozen learning tools, including  RevUpReadership.com (http://bit.ly/KJ2t3), a toolbox for writers; and Wylie’s Writing Tips (http://bit.ly/6JgZLJ), a free e-zine. Her work has earned more than 60 awards, including two IABC Gold Quills.

About PRSA:

The Public Relations Society of America (http://www.prsa.org/), headquartered in New York City, is the world’s largest professional organization for public relations practitioners. The society’s members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chartered in 1948, PRSA has 116 chapters throughout the United States and extends services and professional development to the student level through the Public Relations Student Society (PRSSA) with 209 chapters on college campuses throughout the country.

For more information, contact:

Ann Wylie
Wylie Communications Inc.
816/997-8753
Ann@WylieComm.com

“The bad news is, communicators don’t win the approval process war comma by comma,” says Ann Wylie Wylie, president of Wylie Communications Inc. and author of “How to Develop an Approval Process That Doesn’t Drive You Nuts” (http://bit.ly/76J2zd). “If you’re begging for authority, article by article, to choose whether ‘that’ or ‘which’ is the right word to use in the fourth paragraph, you’ve already lost.”

A new teleseminar aims to help communicators gain control of the approval process.

Program details

What: “Develop an Approval Process That Doesn’t Drive You Nuts” teleseminar (http://bit.ly/7tccOL)

Why: To help communicators gain more authority in the organization and get their copy through reviews faster

Who: Presented by Ann Wylie (http://bit.ly/60rAFt); sponsored by the Public Relations Society of America (http://www.prsa.org/)

When: 3 p.m. Eastern time (2 p.m. Central, 1 p.m. Mountain, 12 p.m. Pacific) on Feb. 11

Where: Register online (http://bit.ly/7tccOL)

In this program, Wylie will share tips to help communicators:

• Reduce the number of reviewers
• Create guidelines to support the approval process
• Use simple scripts and approaches for communicating with approvers
• Deal with difficult approvers and improve efficiency
• Use quick tricks for making the process easier and better

Quotes:

From the trainer:

“When I worked at one company, I once had to have 100 people review and approve an article I’d written for our employee annual report. Needless to say, it took much longer for me to run the approval process on that story than to research, write and edit the piece in the first place.” — Ann Wylie, president of Wylie Communications Inc., who will present the seminar

From the PRSA professional development director:

“Ann’s insights are especially valuable because she has worked on all sides of the communication ‘desk’ — as a corporate communicator, in a PR agency, as a magazine editor and as a consultant. Her workshops are always extremely well received by our members and other writers.” — Judy Voss, PRSA’s director of professional development

From teleseminar attendees:

“[Ann's teleseminar] provided simple solutions to a realistic issue that I have to confront on the job every day. I believe the tips and tactics given will help ease what can often be a frustrating and time-consuming process.” —Bonnie Mae Serino,
communication project manager,
WorldatWork

“[The teleseminar provided] extremely helpful for working efficiently with upper management to speed up the review process and identify useful tactics to retain ownership of copy throughout the process.” —  Diane Renzulli,
vice president for Communications,
Philadelphia Health Management Corporation

“The worry lines were immediately reduced on my staff’s foreheads. They were so tired of having copy bounced back and forth at the staff level before it was sent up the chain.” — J. Lindsey Wolf, APR, PRSA Fellow,
manager, Communications Division,
Environmental Services Department

More information about approvals

• Ann’s resources about approvals
• Information about Ann’s handbook on the approval process

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc. (http://www.wyliecomm.com/), a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, helping communicators at NASA, FedEx, Motorola, H&R Block and other organizations improve their skills. She’s the author of a dozen learning tools, including  RevUpReadership.com (http://bit.ly/KJ2t3), a toolbox for writers; and Wylie’s Writing Tips (http://bit.ly/6JgZLJ), a free e-zine. Her work has earned more than 60 awards, including two IABC Gold Quills.

About PRSA:

The Public Relations Society of America (http://www.prsa.org/), headquartered in New York City, is the world’s largest professional organization for public relations practitioners. The society’s members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chartered in 1948, PRSA has 116 chapters throughout the United States and extends services and professional development to the student level through the Public Relations Student Society (PRSSA) with 209 chapters on college campuses throughout the country.

For more information, contact:

Ann Wylie
Wylie Communications Inc.
816/997-8753
Ann@WylieComm.com

KANSAS CITY, MO. — Dec. 23, 2009. People decide what to read based on two factors: what they’ll get out of the information vs. what they’ll have to put into processing it.

That second issue — the need to, or reduce the time and energy it takes to read something — trips up many otherwise savvy communicators.

A new teleseminar aims to help communicators reduce the effort required to read their copy with a system for making their material clearer and more concise.

“Researchers have identified how long the average paragraph, sentence and word should be to make reading easier,” says Ann Wylie, president of Wylie Communications Inc., and author of “Cut Through the Clutter” (http://bit.ly/8718YX). She will present the teleseminar. “The problem is, too often that information stays in academic journals. My mission is to help professional communicators use those findings to make their copy more readable.”

Program details

What: “Cut Through the Clutter” teleseminar (http://bit.ly/81Mn5n)

Why: To help communicators make every piece they write easier to read and understand

Who: Presented by Ann Wylie (http://bit.ly/60rAFt); sponsored by the Public Relations Society of America (http://www.prsa.org/)

When: 3 p.m. Eastern time (2 p.m. Central, 1 p.m. Mountain, 12 p.m. Pacific) on Jan. 21

Where: Register online (http://bit.ly/81Mn5n)

In this program, Wylie will share:

• How to edit by the numbers: How long should your paragraphs be? Your sentences? Your words?
• Three effective ways to shorten your copy
• A “funnel system” you can use to make the editing process more efficient and effective
• How to avoid a reader backlash that could be causing people to toss your copy without reading it
• Techniques for solving the “visual duration-sensing apparatus” problem
• An easy approach for making your copy more conversational
• How to use the word-count function to make your copy easier to read

Quotes:

From teleseminar attendees:

“The most concise, outstanding ‘short course’ on cleaning up copy.” — Kevin Trenga,
manager, marketing communications,
The Raymond Corp.

“My copy is tighter. More succinct. The ideas are still there, but the filler is gone or trimmed considerably (and better off for it). The other night I was proofing my latest blog entry and I thought, ‘What would Ann think about that second paragraph?’” — David Shoffner, public relations strategist, Pavone

From the PRSA professional development director:

“Ann’s insights are especially valuable because she has worked on all sides of the communication ‘desk’ — as a corporate communicator, in a PR agency, as a magazine editor and as a consultant. Her workshops are always extremely well received by our members and other writers.” — Judy Voss, PRSA’s director of professional development

More information about writing tight

• Ann’s resources about writing tight
• Information about Ann’s manual on writing tight

About Ann Wylie

Ann Wylie is president of Wylie Communications Inc. (http://www.wyliecomm.com/), a training, writing and consulting firm. She works with communicators who want to reach more readers and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, helping communicators at NASA, FedEx, Motorola, H&R Block and other organizations improve their skills. She’s the author of a dozen learning tools, including RevUpReadership.com (http://bit.ly/KJ2t3), a toolbox for writers, and Wylie’s Writing Tips (http://bit.ly/6JgZLJ), a free e-zine. Her work has earned more than 60 awards, including two IABC Gold Quills.

About PRSA:

The Public Relations Society of America (http://www.prsa.org/), headquartered in New York City, is the world’s largest professional organization for public relations practitioners. The society’s members represent business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chartered in 1948, PRSA has 116 chapters throughout the United States and extends services and professional development to the student level through the Public Relations Student Society (PRSSA) with 209 chapters on college campuses throughout the country.

For more information, contact:

Ann Wylie
Wylie Communications Inc.
816/997-8753
Ann@WylieComm.com