Letting the world know about new employees that have been added to the company, announcing an office move or expansion, receipt of an award, events, new product line or company acquisition are good reasons to release a press release. However, for the press release to get the attention it deserves there are a number of factors that should be included. Press releases are not popular only because they are free, when writing your press release keep the following information in mind to help your business improve its effect.
Relevance: When deciding where to send the press release review who the information is most relevant too. If the press release ties in with national interest or hot button issues then submitting to national publications makes sense. For information that is only of interest to a specific group of people or the local community, targeting local publications would offer the best chances of getting a response to your press release.
Timeliness: Businesses often tie press releases into holidays or upcoming events in order to gain additional attention. A small business that sells products for the affluent African American community could choose to release a press release on Martin Luther King's birthday. By tying the event into what their company is about, they ensure that their message is seen by journalist writing stories about his birthday, also ensuring that the target customer would be interested in their press release and read it instead of just glancing over it.
Unusual: In business quirks, weird news or unusual stories are also wanted by the press. If your company has a story to tell that is different from what the mainstream media usually covers it may be more likely to be published.
Correct contact information: Update your contact list periodically, trade publications and regional newspapers often have a number of changes in personnel and contact information. Call and verify that you are sending a press release to the right contact person before you send it. You can also verify that the phone number, email and fax number are current.
Time sensitivity: When releasing your press release you likely want the information to receive immediate attention. The format of your press release should include "FOR IMMEDIATE RELEASE" and be typed in the upper left hand corner. If your release is promoting an upcoming event and you want to be assured that the release will be published in enough time so you should provide a release by date.
Errors: The contact information for your story should always be included, even when included a surprising number of businesses have information that is misspelled, or not adequate to allow for further contact. For example, including your email address but not including the web server would make the address worthless to a journalist or potential customer attempting to contact you. Contact information with a Web site spelled incorrectly or a press release that includes a phone number without an area code is useless for promoting your business.
A press release should be a creative advertisement; though you are using the press release to promote your product or service nowhere should that be obvious. For example, a company that creates a press release about sponsoring a breast cancer charity automatically creates a positive impression about their business and its commitment to important health issues. A journalist may choose to feature that press release during breast cancer awareness and customers who read the press release who care about this issue are also likely to seek out more information about the business.
Free publicity: Nothing free is bad in the business world, the more exposure your press release gets the better. Include your press release in newsletters released by your company, add to your Web site, submit to newspapers, magazines and trade publications.
Interest: Once your press release is published, it can get your business the attention you desire from customers. Press releases are great for helping businesses gain new customers, after reading a well developed and interesting press release customers are likely to contact a business by Web site. A good press release can also keep your business in the mind of current customers.
Basics: Press releases don't just have to answer the questions, who, what, where, when and why in the story, a good press release answers all these questions in the first paragraph and make it interesting! As you write a press release, remember that the information should be interesting without being over embellished.
Appeal: While reading a press release the information should carry personal or important to the reader. By submitting your press releases to the appropriate sources, you will already know that your press release fits the interest and needs of your audience. Focusing your information on issues that are known as "hot button" issues or that relate to current events can make it more newsworthy.
Getting results: Your press release should be written to appeal to the journalist and get a story written about your company; the point of your press release is not to exaggerate your business and it should not read as a work of fiction. Get attention by keeping your press release short, factual and direct. Some companies choose to focus their press releases on how "great" their business in. Though this might make you feel great, it will not get a journalist interested since this type of press release has no substance, only fluff.
Be different: Sending out a press release every week is not a bad idea for companies that have the time and the resources but businesses still have to ensure that their press releases are original each time. Business press releases should differ in content and tone with each press release submitted by your company; they must also take care to be different from your competition. Check out press releases by companies in the same industry and those in the same general area to make your press releases stand out.
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