Guest Article
A press or media release is a one-page written statement that a company sends to news outlets and bloggers to attract media attention. Often you can include video clips and photos with the release as well. Your press release is something that not only promotes your business but should excite the reader to want to know more. If you have an upcoming event, win a prestigious award or launch a new product; a press release is essential. Hiring a new executive or getting into a new strategic partnership could also warrant a release. A media release can also help establish the business owner as an expert or thought leader in his or her field which could draw business to the company as well.
Before writing a press release consider this….
Before you write that press release, make sure you have something of value to say, know what you expect from coverage and have media targets to pitch. Some of the reasons for writing a press release include:
You may have accomplished a milestone worth letting the public know about such as a grand re-opening, book launch, partnership with a charity to donate proceeds from a special sale, or a venture capital investment in your company. If you launch a new product or rebrand your company, that could be worthy of media coverage. Or if something in the news affects your industry, you could pitch the business owner as an expert media source. Once you make the media aware of it opportunities could come quickly. Although a press release is a great way to promote a business, it should not go out every time any little things happens. For it to have the maximum impact, only publish a release when there is breaking news; you are hosting an event, or win an award, it must be something vital.
A properly crafted news release posted thru social media may end up being more valuable than just emailing your local TV station. You should look into services such a PRweb.com, RealWire.com or pressreleasejet.com. In fact, a study by RealWire found that social media news releases (SMNR) achieved three times the coverage as traditional releases. It will not only inform the media but it could also pique interest in your company from bloggers and other online news services, but you must include your keywords in the title and main content to be found. Before promoting your press release there area few more things to consider :
Get your website ready
As you consider drafting a release, also develop content that will market your business on your website since that is where people go to learn more about your company, before writing a story or sending a camera crew.
Develop a list of media targets
Knowing who you are targeting with the release will determine which medium to use. The language that you use for television is not the same as the one to use for social media platforms. For social media releases, the headline is a crucial element of it – a catchy headline that attracts the attention of users and makes them want to know more. Using lively images also adds to your messages attractiveness. You may also want to use video clips in this scenario.
For television, radio, and print media it is better to be formal. Email marketing is also an effective way of getting your message to a massive number of media people. You should avoid automating your messages. Use a specific name when you can. A personalized email with your press release will have the most impact.
Give clear details
You need to let the reader know the who, what, where and when of an event. The location and time are vital. Media outlets get bombarded with invitations on a daily basis, so you need to make sure all the information is easy to find on your press release, so that your events get full consideration for coverage.
Knowing when, why and how to write a press release is a skill that every business owner needs to understand. Use your release to peek the interest of whoever you are pitching. Make them want to know more about your business so they will write cover you. Always include your company’s contact details at the top and a brief history of you or your company at the end of your press release.
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About the Author:
Charles Ebert is a career mentor, content coordinator for www.edubirdies.org, motivational speaker & human resources consultant with over 10 years of experience in HR sector. Apart from career mentoring, he loves photography and football.
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