“I am pleased with recent developments involving Neverland Ranch and I am in discussions with Colony and Tom Barrack with regard to the Ranch and other matters that would allow me to focus on the future"

The streets of Hollywood are buzzing; Michael Jackson mania is in full swing 5,500 miles away from The O2 arena – the home of his historic 50 concerts this summer.
Kenny Ortega, the renowned Director, Producer, Choreographer and creative talent is hard at work collaborating with Michael Jackson in the overall design and direction for the upcoming ‘This Is It’ concert shows. Ortega previously worked on Michael Jackson’s Dangerous and HIStory tours, some of the most spectacular shows ever staged. Last week, thousands of dancers flew in from every corner of the globe including Japan, Australia, South America and Europe to audition for Jackson and Ortega – all of them were chasing their dream of winning a spot to perform on stage with their idol Michael Jackson.
Even after the selection process narrowed the competition from thousands of submissions to over five hundred top international dancers, there was still no dance space large enough in Los Angeles or New York to house the auditions. The producers ended up booking LA’s Nokia Theatre L.A. LIVE, part of the site where the Grammy Awards are held each year, to handle the unprecedented numbers of performers who flocked to these auditions.
Ortega, having once been in partnership with Gene Kelly, is most recently known for his work as the Director and Choreographer of Disney’s, High School Musical 1, 2 & 3. Ortega also Produced and Directed the Barbra Streisand’s Millennium concert tour and is a two time Emmy award winner for his work as Director and Choreographer of the 2002 Winter Olympics opening and closing ceremonies in Salt Lake City, Utah.
In receiving the phone call from Michael to lead the team, Ortega said, “My answer without a beat was nothing could keep me away. Collaborating with Michael on the Dangerous and HIStory tours were two of the greatest creative experiences of my life, to be invited to partner with him again is a dream come true. Working with Michael is always a true and full partnership, he is a creative mastermind, he assembles top professionals to lead his team and then inspires each and every one of us to climb to new places, break out of the box and conquer new challenges. He is the most significant artist and entertainer of our generation.”
“This Is It” is a spectacular concert experience incorporating iconic Jackson songs and choreography mixed with original new works. Ortega says, “Our show goals are to create more than a concert but a complete theatrical musical experience with a dynamic balance that features Jackson in both spectacular production and intimate settings. The stage set, choreography, costumes, lighting, effects and overall production will be of the highest standard and pushing the state of the art.” Michael is dedicated to every detail and aspect of the show working closely with his creative and talented production team. He is “tremendously excited” about sharing his stage show with hundreds of thousands of fans this summer in London. Ortega goes on to say, “It has been over a decade since Michael and I worked on the HIStory tour together. We had been in discussion in the last couple of years about finding a new project to work on. When I got the call to join him for these concerts I was in-between gigs, catching my breath. I had just finished a World Press tour for High School Musical and was about to start a new film. In accepting the invitation I had to move a few mountains to clear my schedule, but I’m thrilled to say I’m fully on board.”
Casting is in final stages for dancers and the band. The dedication, passion and determination of these performers, who are all personally inspired by Michael Jackson brings an unprecedented intensity to the stage. Michael Jackson, The King of Pop, has influenced a generation of performers through his music, dance and stage shows impacting an art form. This week with rehearsals in full swing the impossible has become possible as details to this complex and dramatic show are being put together. And when moments get intense and exciting in rehearsals an age-old British tradition has been adopted – a tea break!
Ortega adds, “I go to work each day with a huge sense of joy just knowing what is in-store. Michael, the team and I will hash out a creative idea, we’re ready to implement it and Michael will say let’s sleep on it. The next day he is back in studio raising the bar to the next level and pushing us further for greater dynamic results.” Randy Phillips, President & CEO of AEG Live, commented, “The unprecedented demand for these shows turned a normal public on sale into a cultural phenomenon and pushed the boundaries by which we measure success. Michael and Kenny are creating an escapist adventure that will take the audience on an entertainment experience only imagined in dreams or big budget motion pictures. This is the perfect pairing on unique creative talents with the greatest repertoire in contemporary music.”
Ortega concludes, “I am looking forward to the creative days ahead as we build a Michael Jackson experience like no other, and to ultimately arriving at The O2 - a magnificent venue and a worldly place. I am thrilled to be a part of the team that once again is bringing Michael Jackson, the greatest entertainer of our generation, back to the stage and into the light and love of his devoted fans.” By the end of the 50 concerts, 1 million fans will have witnessed one of the greatest musical events in history. This will be the last chance to see the King of Pop in London in what will be a historic stage show, and once in a lifetime concert experience - this really is it!
Note To Editors – One of the world’s most popular entertainers, Michael Jackson has sold over 750 million units worldwide and is one of the very few artists to be inducted twice into the US Rock and Roll Hall of Fame. The Guinness Book of World Records has recognised Michael Jackson as the Most Successful Entertainer of All Time and Thriller as The Biggest Selling Album of All Time. Jackson won 13 Grammy Awards and received the American Music Award’s Artist of the Century Award.
Michael's This Is It 50 concerts sold out in a matter of hours on March 13th smashing box office records.

Understanding Press Release Distribution

Definition and Purpose

Components of a Press Release

Benefits of Effective Press Release Distribution

Increased Brand Visibility

Improved SEO (Search Engine Optimization)

Media Coverage

Tips for Starting Your Press Release Distribution

Creating Newsworthy Content

Identifying Target Audience

Choosing Distribution Channels

Writing an Effective Press Release

Crafting a Compelling Headline

Structuring Your Press Release

• Headline: The title of your press release that summarizes the news in a compelling manner.
• Dateline: Include the city and date of the press release for immediate context.
• Lead Paragraph: The opening paragraph should provide a concise summary of the news, answering the who, what, when, where, why, and how questions.
• Body: Elaborate on the key details of the announcement in the body of the press release. Use short paragraphs to maintain readability and clarity.
• Quotes: Incorporate quotes from key stakeholders, executives, or experts to add credibility, insight, and a human element to the news.
• Boilerplate: Provide a brief company overview or background information about the organization at the end of the press release.
• Contact Information: Include relevant contact details (name, phone number, email) for media inquiries or further information.

Incorporating Quotes and Statistics

Optimizing Press Releases for SEO

Using Keywords Strategically

Including Backlinks

Formatting for Readability

Leveraging Multimedia in Press Releases

Adding Images and Videos

Embedding Infographics

Enhancing Engagement

Building Relationships with Journalists and Media Outlets

Researching Relevant Contacts

1. Industry Focus: Look for reporters or editors who specialize in covering topics related to your business, such as technology, healthcare, finance, or lifestyle.
2. Publication Type: Identify the types of media outlets that are influential in your industry, including newspapers, magazines, online publications, and blogs.
3. Social Media: Utilize social media platforms like Twitter and LinkedIn to follow journalists and engage with their content to understand their interests and coverage areas.
4. Media Databases: Use reputable media databases or PR tools to access comprehensive lists of journalists and media contacts.

Personalizing Outreach

1. Tailored Pitches: Customize your press release pitches to each journalist's interests and preferences. Highlight why your story is relevant to their beat and audience.
2. Engage Authentically: Reach out to journalists with genuine interest in their work. Comment on their articles, share their content, and offer valuable insights related to their coverage areas.
3. Offer Exclusives: Provide journalists with exclusive access to news or insights that align with their interests, fostering a sense of collaboration and exclusivity.
4. Follow-Up Respectfully: Follow up on pitches with polite and respectful reminders, respecting journalists' busy schedules and deadlines.

Utilizing Press Release Distribution Services

Comparing Platforms

1. Assess Features: Evaluate the features offered by different platforms, such as distribution reach, targeting options, multimedia support, and analytics capabilities.
2. Consider Reputation: Look for reviews and testimonials from other users to gauge the platform's reputation and reliability.
3. Budget Considerations: Compare pricing plans and assess the value provided relative to your budget constraints.
4. Customer Support: Prioritize platforms that offer responsive customer support to address any issues or queries promptly.

Choosing the Right Service for Your Needs

1. Audience Alignment: Choose a service that specializes in reaching your target audience, whether it's industry-specific journalists, bloggers, or general media outlets.
2. Geographical Reach: Consider the geographic reach of the distribution service to ensure coverage in your desired markets.
3. Measurable Results: Look for platforms that offer comprehensive analytics and reporting tools to track the performance of your press releases.
4. Integration with Strategy: Select a service that integrates seamlessly with your overall PR and marketing strategy, enabling consistent messaging and branding.

Measuring Success and Analyzing Results

Tracking Metrics

1. Website Traffic: Measure the increase in website visits attributed to press release distribution.
2. Media Mentions: Track the number of times your press release is picked up and mentioned by media outlets.
3. Backlinks Generated: Monitor backlinks from reputable sources to assess the press release's SEO impact.
4. Social Shares and Engagement: Analyze social media metrics like shares, likes, and comments to evaluate audience engagement.

Making Adjustments

1. Identify Trends: Look for patterns or trends in the data to understand what aspects of your press releases resonate most with your audience.
2. Assess Effectiveness: Evaluate the performance of different distribution channels, messaging approaches, and content formats.
3. Address Weaknesses: Identify underperforming areas and brainstorm strategies to address them, such as refining targeting or enhancing content quality.
4. Iterative Optimization: Implement iterative changes based on data insights to optimize future press release campaigns.

Common Mistakes to Avoid

Overly Promotional Content

• Excessive Hype: Refrain from using exaggerated or sensational language that can undermine credibility.
• Hard Selling: Focus on delivering valuable information that educates and resonates with your audience.
• Lack of Objectivity: Maintain a balanced tone and avoid overly biased or self-promotional statements.

Neglecting Proofreading

• Thorough Review: Allocate time for comprehensive proofreading to catch spelling, grammar, and punctuation mistakes.
• Use Tools: Leverage grammar and spell-check tools to identify and correct errors efficiently.
• Seek Feedback: Have colleagues or peers review the press release for clarity and accuracy before distribution.

Ignoring Formatting Guidelines

• Clear Structure: Organize content into distinct sections with headings, subheadings, and bullet points for readability.
• Consistent Style: Adhere to brand guidelines and industry standards for font, spacing, and layout.
• Visual Elements: Incorporate images, infographics, or multimedia to enhance visual appeal and convey information effectively.

Staying Updated with Trends in PR

Emerging Technologies

1. AI and Automation: Explore how artificial intelligence (AI) and automation can streamline press release distribution processes, from targeting relevant media contacts to analyzing performance metrics.
2. Multimedia Integration: Embrace interactive content formats like videos, infographics, and virtual reality (VR) experiences to enhance the impact of press releases.
3. Data Analytics: Leverage advanced analytics tools to track press release performance, identify audience preferences, and optimize content strategies.
4. Distribution Platforms: Stay updated on innovative press release distribution platforms that offer targeted reach and measurable results.

Industry Best Practices

1. Continuous Learning: Engage in ongoing education and training to stay updated on PR trends, strategies, and ethical guidelines.
2. Networking: Participate in industry events, conferences, and forums to connect with peers and exchange insights on best practices.
3. Benchmarking: Study successful business wire news campaigns from leading brands and adopt strategies that resonate with your target audience.
4. Adaptation: Remain flexible and adaptable in response to changing media landscapes, consumer behaviours, and regulatory environments.

Creating an Editorial Calendar

Planning Release Dates

1. Setting Timelines: Determine when press releases should be distributed based on upcoming events, product launches, or industry milestones.
2. Aligning with Marketing Campaigns: Coordinate press release schedules with broader marketing campaigns to maximize impact and reach.
3. Considering Audience Timing: Choose release dates and times that are optimal for reaching your target audience, considering time zones and peak engagement periods.

Ensuring Consistency

1. Establishing Frequency: Determine how often you want to issue press releases—whether it's weekly, bi-weekly, monthly, or aligned with specific events.
2. Sticking to Schedule: Adhere to the editorial calendar by consistently releasing press materials according to the planned schedule.
3. Maintaining Quality: Prioritize quality over quantity by focusing on delivering valuable and newsworthy content in each press release.
4. Monitoring Results: Track the performance of press releases to assess audience engagement and adjust the editorial calendar as needed based on insights.

Understanding Legal and Ethical Considerations

Copyright and Fair Use

1. Seek Permission: Obtain permission from the copyright holder before using their work in press releases, especially for significant portions or commercial purposes.
2. Attribute Properly: When using copyrighted material under fair use, clearly attribute the source and author to give credit.
3. Limit Usage: Use only the amount of copyrighted material necessary to achieve your intended purpose and avoid infringing on the creator's rights.

Disclosure Requirements

1. Identify Relationships: Clearly disclose any affiliations or relationships that could be perceived as influencing the news release content.
2. Be Specific: Provide detailed information about the nature of the relationship, including the extent of involvement or financial ties.
3. Maintain Integrity: Avoid misleading or omitting information that could impact the credibility or objectivity of the press release.

Maintaining a Professional Online Presence

Monitoring Feedback and Engagement

Responding to Queries

Get in Touch

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