A well-written press release is more likely to be printed and will generally
get more attention from readers. Used effectively, press releases can be
an inexpensive way to build a positive perception of your company.
Even businesses whose services are not normally available to the general
public (like many in the computer industry) can increase goodwill and
name-recognition of their products. In addition, press releases are an
excellent way for you to present your expert opinions about your
business, and to present a view of how innovative and exciting your
industry is.
Robert Half is a very well-known employment agency. They
established their fame by sending out at least one press release every
month, year in and year out.
They conduct surveys of chief executives and summarized the results
in press releases. They do an analysis of the life of an average paper
clip in an office and do a press release. Like clockwork, editors can
expect a useful business blurb from Robert Half. Inevitably, Half is
quoted as a leading expert in the field.
(from The Guerrilla Marketing Handbook, by Jay Levinson & Seth
Godin)
First, make sure your press release is newsworthy and has broad, general
interest. Some examples of topics that publications are likely to cover are:
Topics that have little direct impact on readers, such as changes in
management, are not likely to be covered.
Write your press release clearly, and avoid hype. Editors read thousands
of press releases, and they aren't likely to be swayed by marketing
pitches. More importantly, a clear, concise statement of the news is more
easily written into an article or brief.
This is what editors use to evaluate the press release. The abstract
should clearly state the news and explain why it is important.
Give all the details of the news, and explain its implications. It helps
to offer your interpretation of the news, especially if it may be hard
to understand. Explain how this compares to other happenings in
the field. Provide some history, if possible.
Provide information that non-specialists need to know to
understand the news. Remember, the press release will eventually
be presented to the general public. Also, the editor may not be
familiar with the topic, and may need background information to
evaluate the news.
Offer to provide more information, if you can. The easier it is to
write about your news, the more likely it will be published.
Give a brief description of your business, and include corporate
background or history if it is available. This helps editors
understand your business so they can write about it.
Don't expect every press release you send to be written-up. It may take
time and persistence to make the news. Send press releases regularly,
every two months, every month or every week.
You can increase your chances by focusing on the media that covers your
type of news. Call their offices to find out who receives press releases.
Follow up: offer more information if you have it. Remember, you are
working with the editor to provide interesting and useful content for
publication. Any information you can send may be helpful.
When your press release does make it into publication make the most of
it. Ask for reprints to use in your promotions or show to your customers,
use quotes from the article in your literature.
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