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The Press Release: What to do
to Attract the Media
by Charlene Rashkow |
|
As many of you already know, promoting
and marketing your business in as many creative ways as possible
is crucial to the success of your venture. But finding ways
to get noticed presents a major challenge for most entrepreneurs.
I, for one, believe strongly in promoting by way of a good press
release since it has the potential of reaching millions. Unfortunately,
there are no guarantees that even a well-written press release
will work on the first go-around since a lot depends upon whether
the media thinks it’s newsworthy. Your release may be beautifully
written, but if it doesn't land in the hands of someone who
believes in its merit, it may go unnoticed. This is why it's
important not to give up after one try.
When writing a press release, it is extremely important that
your press release presents you in a positive, professional
light. Bear in mind that the ultimate goal of a press release
is for the media to take an interest in your subject matter,
which may lead to an interview or story about your product.
To gain the media's attention, it is important that you try
to find a hook or something that will grab the attention of
those who are reviewing the release. Remember, several thousand
press releases come across the desks of editors daily, making
it quite a feat when an editor has an interest in your press
release.
One important point to consider. You can't expect to write a
release, send it off to a distribution company and sit back
to wait for the business to start rolling in. It is up to you
to put in some additional effort, ensuring that it's being seen.
I cannot stress often enough that one attempt at the media is
not enough to draw attention to your business. The more you
put out your information, the more people will be inclined to
check out your site or business.
While a good press release can jump-start your business at a
fraction of the cost of most other forms of advertisement, no
one can assure you that a press release will invite interviews
on national TV. So what can you do to empower your release?
1) Don't rely strictly on distribution companies. When
writing press releases for clients, I myself use and encourage
the use of a good distribution company. However, this alone
isn't enough to get the word out.
2) Do some research and submit the release anywhere that
releases are accepted; send to your local paper, speak to
someone at your cable, radio or TV station, and, of course submit
to magazines; however, be sure it's going to the right publication
for your specific subject matter.
3) Research the Internet; there are literally thousands
of publications on line that accept press releases so put some
time and effort into finding sites that are eager for your news.
4) Call or write to the publication requesting pertinent
information regarding press releases; make every attempt
at finding the right person for your particular release; editors
cover a variety of topics so try to find the one that will be
interested in your material.
5) Do write professional letters to editors of publications
requesting their permission to submit a release; online
editors are always looking for interesting news and if you introduce
yourself professionally, you have a better chance of being noticed.
6) If the name of the person to submit to is withheld, direct
the release to the Managing Editor of the publication; they'll
make sure it gets into the right hands.
7) Don't give up after one try; many companies send a
release out each month to make sure they stay in the forefront.
8) A press release needs to grab the attention of the editor
so be sure you've honed in on your writing skills making sure
your press release sparkles.
9) Be sure to include all pertinent information i.e.,
name, phone number, e-mail address, web address if appropriate,
company name and date of release.
10) Be available to answer a reporter's questions; if
for some reason you are not able to answer an editor's call,
designate someone as your spokesperson.
Do not automatically assume that your particular product or
service isn't newsworthy just because you're a small Mom and
Pop business. It's all in the presentation. When considering
a press release, topics that have interest to the media are
the announcement of a new product, the release of a book, the
opening of a web site, a major event or happening, a trendy
workshop, a new business, changes in a business structure, promotions,
updates and a host of other interesting events. Editors need
and want your press releases as they are always seeking good
stories. While the writing and submitting of a press release
might be considered a challenge, it is more than worth the effort.
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