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Press Releases can be an effective, low-cost method of advertising and publicity and are often overlooked. Why? Because of the amount of time it takes to properly write, target, and get a press release
printed. They give up when they don't see their article in print after a few tries. Usually the problem is that they just don't know enough about doing Press Releases!
The most common mistakes a business trying to do it's own publicity makes is to simply mail a press release to the "Editor" of every publication they can find and then hope it's printed. Yes, a few may be,
but probably most will end up in the trash can.
You should ideally send one release every month to a targeted list of editors, columnists, and staff writers. Each release should have a "hook" - something that makes it newsworthy. In order to make it attractive to the publication you sent it to, however, it also needs to fit into their editorial focus. This means doing some research: Finding out the right person to send it to, deadlines for publication, if they prefer to get it as an email, fax, or through the mail, general length preferences, etc. Too often companies just go to the library and get the names and addresses of publications.
Possible topics for press releases include:
- New products or services.
- Changes in company policies or staff.
- New promotions or advertising campaigns.
- Special events.
- Community activities.
- Activities such as meetings, speeches, public appearances, conventions or conferences.
- Awards your company or someone in it has won.
- Your web site going online
- An internet chat or other event you are hosting or participating in online
- Anything happening in your industry you can tie into your company
Press releases must be well written, newsworthy, and presented in a factual manner.
If you have someone on your staff who is an excellent writer, great. But remember news stories are comprised of simple, short sentences with simple words. Don't compound them with jargon!
After the press release is written, it should be followed up on and the person you sent it to called to make certain they received it and to see if they need any additional information, photos, etc. Establishing a
relationship with the people who may print your release is one of the best ways to help it get published.
We strongly recommend using a professional service, such as Pawtographics, to write and distribute your release. We have been developing our mailing list and relationship with editors and writer for some time
and can insure your article is well written and sent to the right people. It is also a proven fact that many writers turn first to a release from a source they recognize before they will print a "cold" one.
Contact us today to set up a Press Release schedule that will help your company, product or service get into print!
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