Building Business with Press Releases
Ever wonder why your competitors get featured
in the local paper or magazines and you don't? It's not just luck that
brings the reporters to their door - chances are it's a press release.
When you or your business is featured in
a publication, unless the article's there to highlight something you've
done wrong, it's a very good thing. That article is free advertising, and
even the short one-paragraph blurbs can lead to a nice increase in business.
Such articles help build credibility and educate the public about your
philosophies, commitment, and the business itself.
Should you put out a press release?
Naturally, you'd like to benefit
from such free advertising. But is this the right time to send a press
release? Generally speaking, your release will be ignored if it's not newsworthy
enough to interest the publication's readership. Grand openings, awards,
major client contracts (really big ones!), seminars you're hosting, important
policy changes, and other events that interest the business community or
the public may qualify.
If you can't think of a reason to issue
a release, consider doing something newsworthy just for that purpose. Hold
a contest, launch a frequent buyer program, or host a seminar on a topic
related to your business.
Goals of a press release
A press release has two main goals:
1. To be published as written, OR
2. To interest a staff writer in contacting
you for further coverage.
The temptation to "just let them do it"
is strong, especially if you're not a particularly strong writer. Even
if your goal is to bring a reporter to your door, a professional writer
can help you state things in a way that will hook the editor's interest
and separate your release from the many - possibly hundreds - that hit
his desk each day. A well-written press release also gives the reporter
an easy structure to follow, copy points, and phrases he can use. This
isn't plagiarism - it's teamwork.
There's an advantage to getting it published
as written, though, and many publications will do just this if they're
short on time or space...or if it's perfect as is. When you do this, you
have control over the words. No need to worry about being misquoted, misunderstood,
or having key elements omitted.
The key is having it perfect, as is, or
as close to perfect as possible. A professional writer, with experience
in writing press releases, can do this. It's not always easy to craft a
piece that covers everything you need while still appearing objective.
If the article is too much like an advertisement, the publication will
reject it and instead suggest that you purchase ad space. But if the press
release reads like "news", is in the publication's standard news article
format and adheres to editorial policies, you've got a good chance of seeing
it as submitted, or at least close.
Anatomy of a press release
A press release consists of five
main parts: Contact information, Release Date, Title, Body, and Call to
Action. Depending on the situation, a sixth part may also be included -
the boilerplate.
Contact information states who the publication's
editor - not the reader - should contact if additional information is needed.
Release date is usually "for immediate release" but if a later date is
specified, perhaps to tie in with a holiday or a specific event, the publication
will honor it.
Title is important, because obviously it's
the first thing the editor will read, but also because it may very well
end up as the title of the published article - even if the reporter re-writes
the body. The body itself delivers the information, and the call to action
is the part that tells your reader what you want them to do after reading
the article. Should the call you? Come in on a certain day? Don't leave
that out.
A boilerplate is background information,
and is crucial if you or your business isn't already well known in the
community. This isn't part of the release and won't get printed; it just
gives the editor and staff writers a bit more information about why your
release is important.
What to do with a press release Your press
release's destination depends on which segment of the population you wish
to reach, and which publications are most likely to use such a release.
Generally the larger the publication, the less likely it will use your
release as written - it may use part, or may use the release as a launching
point for something entirely different.
You can send your release directly to the
publications via e-mail or regular mail, and as with any submission to
an editor, it helps to know the correct person's name and title. A professional
writer can help you there, too.
Also, services such as PR Newswire (www.prnewswire.com)
or EWorldWire (www.eworldwire.com) can help, for a fee.
Many professionals also advocate purchasing
advertising space in the publication for the issue that will run your press
release, if it's possible to find that date out in advance.
When your press release has been distributed
and published, the benefits don't stop there. You can often use the press
release itself for other marketing purposes, such as assisting with copy
for brochures, the wording for smaller print ads, sales letters, etc.
About the author: Pamela Kock is a freelance
commerical copywriter. She can be reached at (513) 284-7124. Visit her
website to find out more about her services: http://www.wayswriter.com
Press Release Resources:
 INSTANT
Downloadable "How To" Ebook
Write successful press releases
even if you have never written a press release before. Learn the ins and
outs of distributing your press release - find out how to reach the people
who REALLY MATTER in your industry. Learn how to optimize your press release
for the search engines - so that you can bring in qualified leads at will.
Find out the real deal about tracking the impact of your press release.
Learn how to choose a press release distribution service. Learn how to
choose a professional press release writer (if you choose not to write
your own press release). Plus much more. Press
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