The Ultimate Press Release Tip
Can you guess the ultimate press release tip? If you're a frequent visitor to this site, then you probably already know the answer. Here it is:
Relevancy
If you can't be relevant, then not only will readers ignore you - so will editors and journalists. This article discusses seven strategies
for starting a press release program that will generate both prospect and media attention.
Press Release Tip #1: Be Relevant
Being relevant means researching journals and magazines that are read by your customer demographic. It also means understanding the informational
needs of that demographic and creating compelling and relevant press releases.
Once you have identified 3-4 targeted journals, magazines, newspapers or websites that focus on your customer demographic, then work to identify the specific
editors that cover your market segment. Work to establish relationships with these key media people by providing them relevant information not
only on your company, but general industry trends as well. Yes, it will take some time to establish trust and credibility, but the effort will be
well worth it!
Press Release Tip #2: Don't Sell
Sell in your brochures and advertising programs, not in your news releases. Editors will be quick to spot thinly veiled advertising and will
simply ignore it. It will be virtually impossible to develop a relationship with an editor if all you send them are advertisements disguised as
press releases.
Press Release Tip #3: Help Your Local Community
Tie in your products or service to some community sponsored event. Donate something to a local school district or charity organization. Find
ways to help others in your community and create something newsworthy.
Press Release Tip #4: Work Local, Think Global
Look for opportunities to piggyback on national news stories. Maybe you sell environmental products and can weigh in on some new piece of
legislation that was recently passed, or perhaps a national lawsuit has some relevancy to a service you provide. Local newspapers love to quote
local companies on national stories.
Press Release Tip #5: David & Goliath
"David and Goliath" stories are always fun to read. A small company overcoming the odds to succeed and beating out larger more established
companies in a particular market is always newsworthy.
Press Release Tip #6: Opinion to the Contrary
A great way to get an editor's attention is to come up with an argument that goes against conventional thought. Be aware of the trends in your
industry and look for ways to differentiate your company within these established ideas. For example, blogging is a very hot topic now - everyone's
blogging. I've come to believe that blogging is a mistake for most small business owners. Therefore, I might write a press release on why this is the
case.
Press Release Tip #7: Free Expert Advice
This strategy works well for local newspapers and TV. If you have expert advice on a common issue, contact your local radio and TV stations and
offer to be a source of information for free. Are you a chiropractor? Offer to be interviewed on the simple steps to avoid back and neck pain? Own a
car repair shop? Offer to explain what you must do to winterize your car. If you can tie this information to a local or national news story, so
much the better!
Press Release Ideas
- An employee has won an industry award.
- Your product or service has won an industry award.
- You have a new product that serves an interesting or unique application.
- You have donated a product/service to a local school or charity.
- You just signed a famous person to endorse a product.
- You've created a fundraising event on your website.
- You're starting a new business organization.
- You're hosting a local event to celebrate a business milestone.
- You've just released an important study in your field.
- You're hosting a free seminar.
- You're company is holding a special contest.
- You're company is sponsoring a community event.
- You have just secured an important patent or trademark.
- You have discovered an unusual application for a conventional product.
- You've just won a major contract.
- Your employees are volunteering for a local charity.
- Your company is sponsoring a new scholarship.
Press Release Distribution
As you develop relationships with 3-4 key media contacts in your industry, mail them your press releases on a quarterly basis. I recommend including them
in a folder along with a CD of photos that go with each release. The photos should have a resolution of 300dpi or higher. You folder should
also include information about your company and a benefits summary of your products and services.
Press releases do have a standard format so be sure to follow it! In addition to physically mailing your press releases to established media contacts,
I recommend you select 2-3 electronic press release services and submit your releases to them as well. Below is a list of 5 free press release websites. Pick
2-3 that fit your business and start submitting 3-4 press releases on a quarterly basis. Starting a press release program is not a one-shot deal. It's
consistency over time that produces results. Be sure to use links back to your website for additional information. The point of your release is
to generate focused leads. Sending people back to your website for a free downloadable report is great strategy.
Press release programs aren't just for larger companies. They are an important part of every small business marketing program. But remember,
whatever you decide to write about, don't forget the ultimate press release tip - Relevancy!
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