The Power of a Press Release
A press release is one of the most effective ways to circulate news and information about a company, website, product, event, award or promotion. Press releases can be distributed online through free sites or through a paid press release service and offline in the more traditional ways such as newspapers, magazines radio and TV stations.
A press release is a tool to increase visibility. It can help companies rank higher in search engine results and drive traffic to their websites. It can be the path to a feature article in print media and interviews on radio and TV.
Press releases are one of the most cost effective ways of marketing your business. They’re easy to produce and are particularly effective for start-ups and small businesses who don’t have a big marketing budget.
Press releases are never blatant plugs for sales or advertising ploys. A press release informs and includes contact information, but must never tip over the edge into a sales pitch. If this happens online sites will reject it and offline channels will ignore it.
Newspapers in particular are excellent places to send a press release. Reporters and editors often use a press release as a starting point for stories and articles.
The most important thing to remember when you submit to print media is this: The 350 - 500 word press release that’s sent will rarely resemble what actually appears in the paper. Ads are always given priority and are placed on the page first. Whatever space is left is what editors have to work with, which often means significant changes are made to the information contained in a press release.
If you’re submitting to an online outlet, a photo may or may not be included, depending on the individual site. When sending a release to print media, always include a good quality photo. Depending on the available space, an editor will often use this to help bring the story to life.
A press release may be edited, shortened and revised to fit the available space while still retaining the core information. The important thing to remember is that you and your company information actually made it into print, which is great for positioning you as an authority in your niche.
The editor of a small newspaper will receive an average of 100 pieces of mail each day. From the ones they read they will determine:
- Whether it's relevant to their readership;
- What must go in immediately;
- Which pieces can wait;
- Which are ads disguised as press releases;
- Which ones warrant a story of their own.
One of the many ways to get publicity through press releases is by offering your expert opinion or expertise in your specific field. Making yourself available to comment about something in the news is a great way of getting additional exposure.
Press releases are also excellent for tying company news and services into current headlines and trending topics. Let’s say your company provides confidence building tools to children, this would tie in perfectly if new statistics are being covered in the news regarding the increased number of children facing bullying at school.
Additionally, people love free things. When all else fails, a press release announcing a giveaway will get people’s interest. Ideally, the freebie will be something that can be delivered via email to keep your costs low. Make sure the giveaway is something of value to your audience. Direct readers to your website and capture their email address in order to build a relationship with them, which in turn will create future marketing opportunities for you. Some ideas for free items include:
- ‘How to’ tips that help your target market overcome problems;
- A downloadable eBook;
- A report;
- A video series;
- A newsletter that is about your audience and not about you!
- A discount coupon for your company’s products or services.
Submitting a press release to a magazine is handled a little differently. Generally, magazine editions are planned several months in advance. If a company or individual is doing something new, novel, or innovative, send a press release. Fit the release to the publication. Don’t send a release about a new gardening technique to a fashion magazine or news about a child-related product to a magazine for mechanics.
Anatomy of a Press Release
A press release for offline media begins with specific contact information at the top for the benefit of reporters and editors who may want to contact the company. Online media outlets usually have a particular area where contact details are added, it differs from site to site so just follow the instructions when submitting a press release.
Headlines Don’t Always Come First
A good headline is essential and makes people want to learn more, but there are no hard and fast rules about the proper time to write one. Some of the best PR writers complete the headline after they finish the content. Don’t be afraid to play with a headline. Try different word combinations and get feedback from friends, family and colleagues.
Body of Evidence
The body of the press release is the writer’s opportunity to explain who, what, when, where and why. The first paragraph should introduce the topic and be a short summary about the subject of the release.
Quotable Quotes
A quote should appear directly after the first paragraph. If the person making the quote has been mentioned in the first paragraph, their first and last name and official title within the company must be included. If the person wasn’t mentioned in the first paragraph, then his/her official title should be included as part of the quote. For example: “The unique glass we use allows the sun to warm the greenhouse to just the right temperature for the plants to thrive,” said Jane Doe, director of ABC Greenhouse.
Social Media and Newsletters
Some press releases include a short paragraph featuring the company’s social media sites and how to register for their newsletter or RSS feed, along with the location of the business and its hours of operation. A traditional press release typically includes a company’s location and its hours. The arrival of social media and email newsletters has slightly changed the information that can be included. It’s up to the individual company whether they want to include this paragraph. The deciding factor is often a matter of whether including this information will go past the 500 word mark.
In Conclusion
The final paragraph is a summing up of the topic and how readers will benefit. Never include phrases such as “call now” and similar pleas for the media to contact you.
The Boilerplate
Many press releases include a brief statement about the company at the very end of the release. Known as a boilerplate, it’s a standard bit of information that can be included at the end of any of the firm’s press releases.
Press releases inform, entertain and convey a wide range of information about a company, event or product. They have the power to attract new clients, significantly increase sales and retain established customers. Most importantly, press releases keep a company’s name and services in front of the public to build brands, get expert recognition and visibility.
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About Sharon Bolt
Sharon Bolt is a publicity expert and founder of Get Free Publicity Today, she has been a business owner and Entrepreneur for over 16 years. Sharon’s businesses have included Complementary Therapies and Dog Training and during the last ten years she has contributed to more than 40 different local and national newspapers, magazines, television and radio shows and she has received over £1.5 million ($2 million) in free publicity and free advertising. She is also the co-author of 2 highly acclaimed books called 'Successful Women in Business' and 'Every Entrepreneurs Guide: Running Your Own Business.'
Sharon has a free report called ‘How to write an attention grabbing press release that creates win-win situations with the media’ which can be downloaded on her website: www.getfreepublicitytoday.com
To find out more about Sharon and to follow her on social media please click on the links below:
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