Gaining Free Publicity Through Press Releases
One of the greatest ways to promote your product or service is with publicity. Many people have little, if any, understanding of how to go about securing publicity, never mind free publicity. Fact is, people will pay more attention to free publicity than they often do to paid advertising.
A simple way to gain free publicity is to write and distribute a well-written and well-formatted press release. A good press release is one of the most effective, and yet, most underutilized, of publicity tools. Simply put, a press release is an announcement you send to magazines, trade journals, newspapers, and newsletters. Also to radio and television. Often what you send to radio and television are referred to as PSA's (Public Service Announcements).
I have one client who hosted an event and submitted one well-written and well-distributed press releases to the media. When the release made it in print, they went from having a 50% booking for their event through some direct mail efforts to filling up the entire room in less than 48 hours. This was worth a substantial amount of money to them.
Prior to writing a press release, determine the following:
Develop a system for writing and distribution of releases. Stay organized. Know how to send the press release to a specific media outlet and person. Each has their own preference as to how they want to receive it. It will be to your benefit to find out. A quick phone call will often provide you with this key information.
Editors are inundated with information. If you want their attention keep the release short and to the point. During busy times, like before a huge event in a city, they will be in information overload.
Don't use massive amounts of buzzwords such as "its all-new, interactive, interoperable, cross-platform, new multimedia solution." Avoid jargon. The general public will have no idea what your industry jargon means and editors rarely will take time to find out.
Give them the who/what/when/where/why as articulately as you can. Make your information is complete. Incomplete information is far more likely to get your press release in the trash bin than anything else.
The 5 Ws of writing a press release or PSA.
Who should attend? Who will be there?
What is taking place? What will come from this event? Is it a fundraiser?
When is it happening?
Where will this occur?
Why would people be interested in the information? Why would they attend the event?
Sending press releases
Many journalists prefer that you send press releases via e-mail. You will find some die-hard snail mail folks, and a few who like faxes. If you're about to start working with a new journalist, and you're not sure how they prefer to receive their press information, ask. Once they tell you how they prefer the information, honor that request.
E-mail should be sent as a plain text file: the simpler, the better. Do not send a press release via email with an attachment. Most media people will automatically delete due to the concern of a virus. Do not send your email out via a mass email. Actually, if you use a good contact management database, you can send it by mass email and it appears as if each is a personalized email. Don't send a press release to your entire press list, with the entire recipient list visible.
When an editor calls for more information, respond to their call as quickly and professionally as possible. There is not substitute for building good relationships with the media. Don't ever think you are too busy for them.
By making yourself available for the media, they tend to make themselves available for you. And what more could you possibly ask for?
Copyright: © 2004 by Kathleen Gage
Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.
About The Author
Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Call 801.619.1514 or email Kathleen@turningpointpresents.com. Get Gage's online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
PR: Lets Cut to the Chase
If your key - that's KEY - outside audiences don't exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort.Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, customers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying sources, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities.
Why PR Packs a Punch
Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.I refer to perceptions of your organization, and resulting behaviors such as:customers making repeat purchases;prospects starting to do business with you;employees really valuing their jobs;suppliers doing all possible to expand your relationship;community leaders strengthening bonds with you;businesses seeking beneficial joint ventures;unions bargaining more frequently in good faith;and legislators and political leaders viewing you as an important member of the business community.
I Cant Afford A PR/Publicity Campaign -- Can I?
It's a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: "I'd love to hire someone to launch our publicity campaign professionally, but we can't afford it, so I'm just going to have to do it on my own."Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services.
Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active
The Acai Berry is starting to gain world wide recognition as a "wonder of nature." On a recent Oprah Winfrey show, titled 'LOOK 10 YEARS YOUNGER IN 10 DAYS," it was named as one of the top ten superfoods in the world for combating the effects of aging.
Community Based Marketing Strategies
As small businesses we have an opportunity and an obligation to help keep our communities strong. As small business people we have an awesome distribution system, reaching hundreds of people every day who come into our stores.
What Kind of PR Makes Sense?
For business, non-profit and association managers, is it publicity that delivers newspaper and talk show mentions backed up by colorful brochures and videos, combined with special events that attract a lot of people?Or could your business, non-profit or association PR dollar be better spent on public relations activity that creates behavior change among your key outside audiences that leads directly to achieving your managerial objectives? And does so by persuading your most important outside audiences to your way of thinking, then moves them to take actions that help your department, division or subsidiary succeed?What we're talking about is the kind of PR that lets you do something positive about the behaviors of those external stakeholders of yours that MOST affect your organization. Which means the right PR really CAN alter individual perception and lead to changed behaviors that help you win.
Using Media and PR to Your Advantage.
A Simple Formula for Success
Leaders in the business world need public relations big time, and they show it every day.How? By staying in touch with their most important external audiences and by carefully monitoring their perceptions about the company, audience member feelings about hot topics at issue, and the behaviors that inevitably follow.
PR: Room at the Bottom?
When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that's where public relations results can wind up.You know, bad results like key target audiences showing little confidence in your organization, or seldom taking actions that help you succeed and, in the end, failing to help you achieve your unit objectives.
Boost Your Business by Partnering with a Non Profit Organization
Is your business looking for new and creative ways to gain publicity and build your customer base? Partnering with non profit organizations may benefit your business in many ways.Why business owners and managers should consider supporting non profits as part of their marketing strategy:1.
Managers Who Tap Into PRs Value
Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed.
Media Relations: What To Do When Youre Misquoted
When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.What did it mean to the future of network news, they wondered? What would ABC News do to recover from the tragic announcement? And what sources could they talk to who would fill them in on the latest rumblings at ABC?That's when my phone rang.
Publicity: The Best Things In Life Are... FREEE!
One portion of your marketing plan that you probably don't think about enough is "free publicity".Publicity is an extremely important tool and should be given prominence in any marketing plan.
Culture As A Barrier To Communication
Each of us is exposed to people from other cultures on a regular basis, in the workplace, in our social activities, at school, or even within our families. Our culture hinders us from getting our message across as well receiving the full message that others want to convey to us.
Managers: Can We Agree on This?
Your public relations effort really should involve more than press releases, brochures and special events if you are to get your PR money's worth.In particular, you should be pursuing those three pots of gold at the end of the PR rainbow.
The MOST Powerful Marketing and Advertising on the Planet!
It sounds too simple to be true, but it really is..
Does Your Small Business Have a Grooming Policy?
They say that image is everything and some of us have seen it all. Have you ever went into a store and just could not believe what you were seeing behind the counter? Is that a real human? Without trying to make the world into a civilization like the "Borg" there are a few things you need to think about in your small business.
Auto Detailing Public Relations; United Way Withholding
As a mobile detailing company it is important to have some key corporate accounts where you can show up weekly and wash and detail cars for executives. One promotion you can do to help secure such accounts is to join in with the United Way in their promotion.
Put Yourself in the Reporters Shoes
Imagine you're the technology reporter at a daily newspaper. You learn that a new computer virus is making the rounds on the Net and you find that it has shut down three local banks within the past few hours.
Best Approach For Free Advertisement
Product/service publicity is the superhighway to business success everyone dreams. Then imagine having your product/service written on newspapers, trade publications, aired on radio and viewed on television absolutely for free!!! That's going to skyrocket your profit target only if you know how to use the best method of getting free publicity.
|home | site map|