Question: Why should your business issue a press release? Answer: because you have something to say, you want to say it in public and a press release encourages the press to say it for you. And because you want to show your business in a favourable light from the outset and begin the longer-term process of building awareness and understanding of your product or service.
There's plenty of research to show that young companies ? weighed down by the business of simply running a new business ? pay scant attention to PR, yet that's exactly what they should be doing from the very start to get their names and products known. For most businesses, PR isn't about spin or the abstract maintaining of "good relations" with the press and public; it's simply about telling people that you and your products or services are there and letting them know why they should be interested. It's about getting column inches in newspapers and magazines and fulfilling the adage that an inch of good editorial is worth a page of advertising. It's about making your sales easier.
Issuing press releases is a mainstay of basic PR. It's how you start the ball rolling with the press. The good news is, if approached in the right way (whether you do it yourself or use an affordable professional, this activity need not cost the earth).
But do remember that you're presenting your business to the public. A release that's poorly written, with grammatical or spelling mistakes, or full of jargon, or long-winded and unfocused, can do you more harm than good. Given the importance of PR, there's something to be said in favour of paying for professional writing skills. PR writers don't just turn out good English: they know how to structure a press release and present facts in a way that appeals to busy journalists and grabs their attention.
The next question is: "When should I issue a press release?" Certainly, issuing releases willy-nilly, at whim, is no good. The time to make a business announcement is when you have something topical and newsworthy to say (but remember: what you consider topical might not be of interest to the wider world or to journalists). All releases need a strong 'hook' ? in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage.
So, what would be considered newsworthy? For starters, perhaps you're launching a new product or service? Or opening a new branch? Or you're launching a spin-off venture from scratch? Whatever it is, it should be presented as offering something reasonably new and interesting, not just as a "me too".
Hopefully, your product or service has particular benefits and applications that will appeal to your market segment and generate interest. If whatever you're launching is technically innovative or it's being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don't fill your release with unnecessary jargon or marketing-speak that could alienate journalists, such as "the cost effective, integrated, seamless, one-stop-shop solution to meet all your business needs." Tell people what it is you're actually offering. The above example is full of hype but what's the product? An accountancy service? A stationers? An abattoir?
Other company activities could be newsworthy. Have you appointed any new members of senior staff who have a reputation in your industry? Won a large contract or client? Become involved in a sponsorship deal? Have you received an accolade or won an industry award? If so, the trade press might be interested.
Forthcoming events can provide ideal material for announcements. Are you holding any open days, speakers' panels, rallies or debates? Charity events or donations from your organisation to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest. If Bloggs the Grocers held a similar event, the local paper would be the main target.
When you're seeking newsworthy stories, don't forget one of your best assets ? your personnel. Have any employees been recognised for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.
Whatever the reason for your announcement, remember this rule of thumb: yet another pizzeria on a high street full of pizzerias will not gain many column inches, no matter how good the pizzas. But a pizzeria offering the hottest jalapenos in the UK, singing waiters, Italian cocktails with every meal or three for the price of two (or something!) just might. Sometimes it's even worth coming up with an offer of some sort (particularly in retailing) simply to garner press interest.
Remember to monitor the news for events to hook into. Can you associate your company with upcoming holidays, public projects, or fads? Statements that might seem controversial, such as stating your organisation's stance on a volatile public issue, might gain coverage. Have you conducted research that gives you statistics you could release?
Finally, if you're targeting different press sectors with the same story, write multiple releases rather than issuing one generic release. An announcement focusing on the metallurgy used to create your new range of stainless steel cooking pans would be of interest to the trade press. However, it wouldn't be considered too thrilling by the lifestyle press and women's magazines.
You need to think carefully about what you're announcing and who it's aimed at, rather than using the 'scattergun' approach and sending untargeted releases to whichever journalists you happen to find. Professional PR distributors retain up-to-date lists of all the journalists in each industrial sector and geographical region, and take a great deal of care to target the right journalists with the right releases. If you're distributing your release yourself, a few hours' homework can pay enormous dividends.
By Press Dispensary http://www.pressdispensary.co.uk Press Dispensary is a professional UK-based press release writing and distribution service that delivers news to the media and other opinion formers quickly and affordably.
Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’HareAnd here it is: public relations alters individual perception leading... Read More
Public relations changes minds in the process of delivering what... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
You've probably noticed, if you live on this planet, that... Read More
Ever wonder why papers devote a page or more to... Read More
When outside audiences important to your operation do not understand... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
It could, but what if it doesn't?Will you be prepared?Will... Read More
Sometimes there seems to be no client news worthy of... Read More
If I were coaching you as a business, non-profit or... Read More
I am often asked by clients to target USA Today... Read More
In larger cities with many outlets they are competing for... Read More
I've worked in media and public relations for 20 years,... Read More
There'll never be a better time for a manager working... Read More
A new public relations blueprint could be a good idea... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
Leaders in the business world need public relations big time,... Read More
Media interviews are an important part of an overall public... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Writing a press (or media) release is quite an art... Read More
Corporations are willing to pay substantial amounts of money to... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
If a reporter approached you about an interview, would you... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
Des Moines rental limo ..Publicity is obtaining editorial coverage or features for your business.... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Publicity will take your financial planning practice, your business, and... Read More
"Don't say you don't have enough time. You have exactly... Read More
You never know when 60 Minutes will knock on your... Read More
Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More
I recently worked with a group dealing with an unusual... Read More
Strong for business, non-profit and association managers when they use... Read More
Every reporter, from the cub at the small town paper... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
News releases are not the best way to get major... Read More
As a business, non-profit or association manager, let the tacticians... Read More
I got the latest issue of Internet Works in the... Read More
In fact, here are three really foolish goofs made by... Read More
Experience tells me that too many business, non-profit and association... Read More
I've worked in media and public relations for 20 years,... Read More
What's more crucial to the success of a business, non-profit... Read More
You can if, as a business, non-profit or association manager,... Read More
I mean public relations that presumes from the get-go that... Read More
Are you launching a new product or website? Announcing a... Read More
UNDER FIREA friend whose organization is often in the media... Read More
A Press Release is a captive story that can be... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
A press release is often your only chance to make... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
Public Relations |