Reasons To Do A Press Release
It is a
known fact that a company or organization's visibility will increase
with powerful publicity. Publicizing a business, a website, you or
your products will help increase the value of each to you and your
whole target audience.
idea is that publicity will bring the news of your company to the
world, online or off, computer or no computer. The basic weapons
you'll need to do this are a press kit, a company background piece,
press releases, story ideas, and articles or columns about your firm.
The most important of all though is the press release.
press kit can includes the background piece, press releases, photos of
your executives or your products, more or more story ideas, reprints
of previous articles about your business, a list of customer
references and anything else that the news media might find newsy or
just be a simple fact sheet on you and your company. If you provide
them with news that will appeal to their readers, you will gain
instant credibility and have a very valuable promotional relationship.
This can be very powerful from a marketing point of view.
Examples of such news are your online presence providing important
information and tools regarding change management or whatever other
business components you offer, special information that can be
obtained online, any proprietary product or methodology that you offer
through your consulting services, the announcement of articles, events
and appearances, worksheets, tips and techniques, etc.
are also a host of online magazines that might want to post your
story, article or information. (This is related to both press releases
and any published articles you might have or create.)
publicity campaign should begin with a master plan. The more
newsworthy you make your company, the more coverage you'll get. And
publicity will earn credibility that advertising just can't buy. Your
goals should be uniqueness, timeliness and top-of-the-mind awareness.
With publicity and visibility, your company profile raises and your
client and prospect level rise as well. One successful story about
your company resulting in free publicity is advertising worth hundreds
and thousands of dollars.
managing the total marketing campaign and especially the Public
Relations portion is supplying the media with a unique story
that will grasp their reader and viewer audiences. Press Releases also
have a dramatic impact on customers and your targeted prospects.
one of the most cost effective parts of marketing that an organization
can undertake. The cost is in the development of an organized campaign
and the writing and distribution of press releases. There is usually
no cost associated with printed pieces or placement into publications.
Because of this it is considered to be very cost effective. There is
definitely a knack to writing a "newsworthy" press release even though
sometimes the goal is awareness and promotion. Editors do not like
promotion so crafting a press release to appeal to an editor is key.
There is no guarantee that any press release will ever be published
but with a consistent professional newsworthy approach with reputable
editors of reputable publications, probability is good that some press
will be gained and awareness will increase. Press releases are also
great vehicles for communicating with clients and prospects. Putting
them on a website is a very effective means of promotion to your
captive markets. It also further substantiates your place in the
marketing and your credibility in your field.
undertaking such a campaign, the question often is asked, " I'm not
sure our company has anything to do a press release on. What do you
suggest?" The following, although not exhaustive, represents 38 ideas
on items editors consider newsworthy in press releases.
Starting up a new business
Introducing a new product
Celebrating an anniversary
Announcing a promotion
Announcing a restructuring of a company
Offering an article series for publishing
Relocation of offices
Opening up of branch or satellite offices
Receiving an award
Receiving an appointment
Participating in a philanthropic event
Introduction of a unique strategy/approach
Announcement of a partnership
Announcement of a significant contract award
Company or product name change
Recognition of company, product or people by a national or even
Announcement that you are available to speak on particular subjects
Election of a new board or advisors to the company.
Issuing a statement of position regarding a local, regional or
Announcement of a public appearance on television, radio or in
Announcement of a website
Announcement of free information available
Announcing reaching a major milestone
Announcement of a retiring executive
business gets a new significant customer
business is expanding or renovating
have a unique vendor agreement (e.g. beta test site)
meet some unusual challenge or rise above adversity
have been certified by a major buyer or accredited
have restructured your business or "repurposed" its business model
have set up a customer advisory group
want to announce the results of research or surveys you have
have acquired an exclusive franchise to a product, brand or service
business presents an award or recognition to an employee or client
individual in your business is named to serve in a leadership
position in a community, professional or charitable organization
are sponsoring a workshop or seminar
have made public statements on future business trends or conditions
company has just formed a new strategic partnership or alliance
are only a few reasons to write a press release. Almost any event can
be turned into news if your press release is well written. The one
word of caution is to not make it promotional sounding. Editors
do not like promotion; they like news. Releases that have the greatest
probability of getting published are those that offer timely and
newsworthy information and those announcing companies that are new and
different, that are doing something unique or are specialized in
nature. Editors want news and an angle and want to publish something
that their readers will like (and read).
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