If your press release is not emotional, controversial or engaging it does your business no good. Businesses may think that just sending out a press release is enough but they would be wrong. Your press release has to create or inspire an emotional response from the journalist reading it. Journalist receive hundreds of press releases a day, even smaller local publications can receive a significant amount of press releases. Dry, boring and uninteresting releases will just be glanced over and placed back at the bottom of the pile.
An effective way to increase interest in a press release is to go with a hook. An angle that is sure to be of interest to journalist and to the audience that reads their publication. A press release that informs the audience of how they can save money through your business is more effective than a press release that just lists general product information. Keeping informed of current events and trends can help you decide what information needs to be included.
A new business that releases one press release and gets no media coverage may think press releases are an ineffective form of advertising and decide to spend their time and resources on other marketing methods. Big mistake. The benefits of the press release are numerous, especially to startup and small businesses that suffer from cash flow problems.
Though not every press release you send out will be picked up by making sure to use the right format, create an interesting headline, keeping the length trim and answering questions instead of trying to sell press releases you are much likelier to gain attention. Press releases may also get limited press at first due to lack of company reputation. As your company continues to consistently send out press releases, your business will become more recognizable to journalist, and as they find out more about your business they may then decide to publish your press releases.
Too many press releases are submitted to general interest magazines and newspapers, instead of taking advantage of targeted publications that offer exposure to a businesses prime audience. For example, a small business that sells auto parts should be sending press releases to publications read by manufactures, resellers and consumers that need auto parts. Since these publications are targeting a specific audience, they are also more likely to have unfilled spots that a press release can fill.
When mailing out press releases, the use of a different colored envelope can catch the attention of a journalist and get your press release opened and examined before others in the same pile. Some businesses even choose to print their press releases on colored paper in hopes that their information will get a closer inspection. An eye-catching business logo is also a great way of getting a second glance from a frustrated and rushed journalist. If your company does not have a company, logo create one! Companies can choose to create their own using software designed for the purpose, purchase read-made logos or enlist the assistance of a logo design company.
So, your company has a new product and you want to tell the public about it? How do you go about letting the public in on a great product? Let’s say you have invented a cool widget or coined a phrase and you want you and your company to become associated with it, or “tied” to it so that when your customers hear it, they will think of you and/or your product. What if your product or service is not so novel but you still want the brand association tied to you or your company and you just cannot find a way to do just that. What should you do if the competition in your industry is so strong that it is hard to gain any recognition for your company? What do you do?
You can effectively use press releases to brand your name, your company, your product or service to create an image within your buying market’s minds, thereby creating a “buzz”. Companies frequently use their brand presence in the form of a press release to generate a buzz of traffic to their websites, blogs or businesses. However, simply distributing a press release is not sufficient to warrant significant traffic, but the key is to saturate your niche market with your brand. Appear in every available media outlet that is possible with your press release. You can also submit your press release even through channels that are not so obvious, popular, or even those that your competitors may not have thought of.
When you distribute your press releases frequently through media outlets, you are notifying potential customers, corporate advertisers and even competitors of your company’s progress. You are also establishing a brand presence that creates a following for your product or service. Although many companies would prefer competitors not know their every move, the only way that a press release can truly be effective is with distribution frequency. The more often a press release is distributed, the more association and significance it carries with being a powerful branding and marketing tool.
Customers like to know what is going on and to be apprised of changes within a company that they have an interest in. Very often, a company with a strong brand presence communicates frequently through channels that allow them to share information and news developments from a company’s perspective. Again, the frequency of the press release distribution is essential is ensuring that this goal is met.
Finally, press releases are most effective when they are frequently in front of customers and customers can tell what direction the company is headed in. Their comfort level is satisfied and their desire to buy from a company is increased. Whenever there is a change of personnel, or when the company experiences celebratory financial increases, press releases are an optimal way to make your brand presence known and to keep your name in front of your customers. To maximize its use consider press releases powerful marketing resources that can help build a base of loyal followers.
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