{"id":2521,"date":"2015-09-23T10:00:08","date_gmt":"2015-09-23T14:00:08","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2521"},"modified":"2024-02-20T17:23:59","modified_gmt":"2024-02-20T22:23:59","slug":"from-white-paper-to-press-release","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/from-white-paper-to-press-release\/","title":{"rendered":"How to repurpose a white paper into a press release"},"content":{"rendered":"<h2>Here&#8217;s how to repurpose a white paper as a press release, part 2 of our ongoing series.<\/h2>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/how-to-repurpose-a-white-paper\/\" target=\"_blank\" rel=\"noopener noreferrer\">See part 1 on the original white paper<\/a>.<\/p>\n<p><strong><a href=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/bigstock-Recycle-Technology-79172413.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignleft wp-image-3057\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/bigstock-Recycle-Technology-79172413-300x200.jpg\" alt=\"graphic of keyboard with recycle key to signify repurposing a white paper\" width=\"276\" height=\"184\" \/><\/a>A press release can be\u00a0one of the easiest pieces to spin off, once you get familiar with the form.<\/strong><\/p>\n<p>Why bother doing press releases?<\/p>\n<p>There are many good reasons to publish press releases:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Posted on the company website, they boost\u00a0<strong>SEO<\/strong><\/li>\n<li>Sent out on a business newswire, they get <strong>picked up by other websites<\/strong><\/li>\n<li>Seen by journalists, they get your company <strong>mentioned in industry journals<\/strong><\/li>\n<\/ul>\n<p>And since they&#8217;re so short and follow such a rigid format, press releases are simple to create.<\/p>\n<p>With so many benefits, I&#8217;m always surprised when I see a B2B company that doesn&#8217;t get around to doing a press release for every white paper.<\/p>\n<p>And once you understand the format, creating a press release for a white paper is quick and easy to do.<\/p>\n<h3>A dash of added value<\/h3>\n<p>To see the white paper, click the thumbnail on the left. To see the press release based on that white paper, click the thumbnail on the right.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/downloads\/How%20sleep-deprived employees impact your bottom line and what you can do about it.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3068\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/sleep-white-paper-thumbnail-232x300.png\" alt=\"thumbnail of sleep white paper\" width=\"196\" height=\"254\" \/><\/a><\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/downloads\/press_release.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignright wp-image-3109\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/09\/press-release-248x300.jpg\" alt=\"thumbnail of press release based on white paper\" width=\"199\" height=\"241\" \/><\/a><\/p>\n<h3><\/h3>\n<p>Here&#8217;s the good news. Creating this press release took less than one hour. That&#8217;s right: Not even an\u00a0hour.<\/p>\n<p>My partner Angie Gallop and I may have\u00a0an unfair advantage, because we&#8217;ve both\u00a0done a lot\u00a0of journalism. After\u00a0seeing hundreds of press releases, we&#8217;re intimately familiar with this format.<\/p>\n<p>We didn&#8217;t bill the client anything for this. We figured it would be a dash\u00a0of added value we could easily deliver.<\/p>\n<h3>The inverted pyramid<\/h3>\n<p>Almost every press releases uses what&#8217;s called an\u00a0<strong>inverted pyramid<\/strong>. This means all the important facts are clumped at the start.<\/p>\n<p>The Who, What, Where, When, and Why are all given in the first few sentences.<\/p>\n<p>The theory is that you must front-load all the key information at the start. This helps a busy editor or journalist scan through your release in just a few seconds.<\/p>\n<p>So don&#8217;t make them guess. Just give them the facts and let them decide if\u00a0they can use your news.<\/p>\n<h3>The title<\/h3>\n<p>Crisp and clear, no humor, no puns. You want to include the key benefits or findings. And you generally use a subtitle, so you&#8217;ve got maybe 30 words in all.<\/p>\n<p>Notice our attention-grabbing title:<\/p>\n<p><strong>How sleep deprivation affects the corporate bottom line<\/strong><\/p>\n<p class=\"p2\">Then the subtitle rounds out the message by mentioning the client, the white paper, the target audience, and the scope:<\/p>\n<p class=\"p2\"><em>Mental Workout today released a special report for wellness directors on how much sleep-deprived employees cost companies and what to do about it.<\/em><\/p>\n<h3>The dateline<\/h3>\n<p>A tag showing where and when the release was issued.\u00a0This is usually the company HQ and the date the press release is posted on\u00a0the web, as in:<\/p>\n<p>Southampton, NY (October 1, 2014)<\/p>\n<h3><strong>The lead<\/strong><\/h3>\n<p>Sometimes spelled <strong>lede<\/strong> for obscure reasons. The first sentence or two. Just the facts, the answers to the 5 Ws: Who, What, Where, When, and Why. You don&#8217;t have room for anything else, certainly no cleverness.<\/p>\n<p>Notice how the lead in this release follows this advice:<\/p>\n<p class=\"p1\">Mental Workout\u00ae today released a special report for wellness directors entitled &#8220;How sleep-deprived employees impact your bottom line and what you can do about it&#8221; describing the economic consequences sleep has for businesses.<\/p>\n<h3>The quotes<\/h3>\n<p>You want to have a quote from the client soon after the lead. Include another quote in the middle, and perhaps a third at the end.<\/p>\n<p>Make each quote conversational. While the rest of the text must be strictly factual, the quotes can use some\u00a0emotion or\u00a0imagery to put the topic in context.<\/p>\n<p>Always identify the person quoted by\u00a0title and perhaps credentials. The quotes in a press release are usually drafted\u00a0by the copywriter, and shown to an\u00a0executive for their approval, no interview required.<\/p>\n<p>Check out the quotes we used in this release.<\/p>\n<h3>The main body<\/h3>\n<p>The middle paragraphs fill in more details on\u00a0the topic.<\/p>\n<p>When you create a press release from a white paper, you generally pick out the key assertions\u00a0or the most provocative findings to highlight in the main body.<\/p>\n<p>In this press release, we included a set of bullets that show all the main topics the white papers covers.<\/p>\n<h3>The call to action<\/h3>\n<p>The call to action is the final sentence telling the reader what to do next.<\/p>\n<p>When you create a press release from\u00a0a white paper, the call to action is usually something like: Go to the client&#8217;s\u00a0website to\u00a0download the whole white paper.<\/p>\n<p>Usually, you give readers\u00a0a specific link and hope the editor includes that with the story.<\/p>\n<p>Here&#8217;s the call to action in this press release:<\/p>\n<p>The report can be downloaded for free at www.mentalworkout.com\/white-papers\/<\/p>\n<h3>What&#8217;s the buzz about press releases?<\/h3>\n<p>A press release is typically posted on the website of the company\u00a0that sponsored the white paper. The site may have a section\u00a0called &#8220;press room&#8221; or &#8220;news&#8221; with an archive going back a few\u00a0years.<\/p>\n<p>And press releases are often\u00a0sent out over the online business wires. This is a straightforward exercise that costs just a few hundred dollars.<\/p>\n<p>Online press releases help with\u00a0SEO. And they can help build buzz and downloads for\u00a0a new white paper.<\/p>\n<p>I encourage white paper writers to bundle a press release with every\u00a0project. They make a nice little extra that doesn&#8217;t take much time to produce, but can pay off very well for your client.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/white-paper-planning\/from-white-paper-to-blog-posts\/\" target=\"_blank\" rel=\"noopener noreferrer\">Go on to part 3 on how to repurpose a white paper into a set of blog posts<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><em>Want to see more articles like this? <a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\">Get my free newsletter, <strong>White Paper World<\/strong><\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s how to repurpose a white paper as a press release, part 2 of our ongoing series. See part 1 on the original white paper. A press release can be\u00a0one of the easiest pieces to spin off, once you get familiar with the form. Why bother doing press releases? There are many good reasons to&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,15,10,8],"tags":[34,33],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to repurpose a white paper in to a press release<\/title>\n<meta name=\"description\" content=\"We use an actual white paper to show you how you can easily repurpose a white paper in to a press release. 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