the absolute basics you should know

before

you send out that release!

anatomy of a

press release

mayraruiz.commarketingmist.com

marketing strategist

It’s always good to see examples of other industrypress releases to get ideas and validate your publicityapproach.

I composed this press release for a computerforensics rm in Fairfax, Virginia. When submitted to the

Washington Business Journal

for consideration, this pressrelease was successfully included in their “Good Works”section, which highlights the outreach eorts of Washington metro businesses.

Refer to page 3 for press release legend.

Every single press release you compose should be tied to a clearly defined objective(s).

Once the objective has been defined, an approach is determined and any event or media opportunitysurfacing from the press release exposure should be monitored to determine effectiveness and measureresults. Here I’ve outlined one of many PR goals and approaches for Sensei Enterprises, a computerforensics company in Northern Virginia, who sought to expand their brand into corporate sector.

Overview

The President of the computer forensics company, Sharon D. Nelson, was (still is) an avid and wellknown writer and renowned author in the legal technology arena. To further increase her visibility inthe subject of computer forensics, Ms. Nelson sought to publish her writings or author columns inother periodicals outside the legal services arena.

Target Audience

A good target for publishing articles was the

Washington Business Journal

(WBJ), a highly regardedmetro business journal popular with senior level corporate executives and influential decision makersin financial services, insurance and information technology sectors. WBJ reader demographic is aperfect target for corporate computer forensics services. Demographics for the journal included target-rich prospects with the following characteristics:

•

51% are business decision makers or influencers

•

63% are in top or middle management positions

•

Household incomes average nearly $95,000

•

13% have a portfolio valued in excess of $500,000

Opportunity

The WBJ was seeking new columnists for a 2007-2008 term. When I learned of this opportunity, I wasconfident Ms. Nelson’s extensive writing background would make her, at minimum, a strongcontender. Coincidentally, WBJ was also seeking metro-based companies passionate aboutphilanthropy and doing “Good Works” (the name of their philanthropic column).

Approach

We started small and began our effort to establish rapport and make reporter connections with WBJ bysubmitting the press release on page 3 for their “Good Works” column.

Marketing Strategist, publicity assistant & social media enthusiast Mayra Ruiz-McPherson

Anatomy of a Press Release I |www.mayraruiz.comPage 1 of 5

PRESS RELEASE EXAMPLE FROM COMPUTER FORENSICS BOUTIQUE

Sensei Donates More Than 30 Refurbished Computers andWorkstations to Reston Interfaith



Interfaith Donated Technology to Aid Families and Clients Pursuing Educational or Vocational Training Opportunities



July 17, 2007 (Fairfax, Virginia)



| Sensei Enterprises corporate officers Sharon D. Nelson, Esq. and John W.Simek have donated more than 30 refurbished computers to Reston Interfaith, a local non-profit serving NorthernVirginia that promotes self-sufficiency through support and advocacy for those in need of food, shelter and affordablehousing.



Sensei’s information technology staff has worked diligently to restore computer after computer to ensureeach workstation is fully operational and in good working order.“We’ve been thrilled to work with Western Fairfax Christian Ministries over the last few years,” Ms. Nelson said.“But as their funding has diminished, we had more refurbished computers than they could use. So we are very pleasedthat we have another outlet for our rehabbed machines, where those who are economically disadvantaged can putthese secondhand machines to great use!”



Mary Supley Foxworth, the Communications & Outreach Manager at Reston Interfaith is delighted and veryappreciative of Sensei’s technology donation and contribution. “The computers Sensei has donated will be given toclients in our various social services programs.” She adds, “Many of our clients are pursuing educational orvocational training opportunities and/or working on improving job skills and looking for new job opportunities.” Ms.Foxworth believes many people take for granted that most households already have computers and states, “That is notnecessarily true for people with low incomes or limited financial resources.”



All computers donated by Sensei will be used to help Reston Interfaith clients practice their computer skills, learnnew software and technology, complete their schoolwork, connect to the Internet and find resources andopportunities.



ABOUT RESTON INTERFAITH



Reston Interfaith is a nonprofit organization serving Northern Virginia that promotes self-sufficiency through supportand advocacy for those in need of food, shelter, affordable housing, quality childcare, and other services. Founded in1970 by area religious organizations, Reston Interfaith has become a leading social service provider in NorthernVirginia, offering comprehensive programs for more than 13,000 individuals and families in Reston, Herndon, andthe surrounding area last year. For more information, contact us at 571-323-9555 or visit us atwww.restoninterfaith.org.

ABOUT SENSEI ENTERPRISES, INC.



Sensei Enterprises, Inc. is a nationally known computer forensics and information technology company. Based inFairfax, Virginia, Sensei combines legal expertise with high-level technical certifications to serve the technologyneeds of the legal and corporate communities. Sensei’s principals are the co-authors of

The Electronic Evidence Handbook

(2006, ABA) and speak and present on electronic evidence throughout the country. For more information,please visitwww.senseient.com.

Marketing Strategist, publicity assistant & social media enthusiast Mayra Ruiz-McPherson

Anatomy of a Press Release I |www.mayraruiz.comPage 2 of 5