| |
| |
|
PR Information |
|
|
|
How To Write A Press Release
A well structured press release in an excellent way of receiving free publicity for very little effort and cost. It is simply the process of writing a newsworthy story about your company, products or services in a reasonably standard format, and then distributing it in the correct way to relevant media contacts. This document contains only a brief overview of the basic structure of a release. For a more in-depth walkthrough of the Do's and Dont's, together with a step-by-step guide with examples, refer to Chapter 2.1 within the 'Marketing your Business' book, available at www.marketingyour.biz. Start by ensuring you actually have a story that is newsworthy - nothing annoys editors more than continually getting items that are of little or no interest to their target audience. A news story might relate to: A new product launch New appointment of staff Forthcoming event Customer case study Company performance The title of your press release is very important and should be short, snappy and to the point. It has to make the editor interested enough to read the first paragraph, but also tell them precisely what the release is about, so there is no room for abiguity here. The first paragraph must follow the title in summing up the rest of the release's content, but delving a little more into the depth of the story. It needs to contain the 'who, what, where, how and why' to your story. The main body of the release is where you go into more detail. You need to substantiate the claims you made in the previous paragraphs as to why this story is of interest to the person reading it. The closing content is to direct the reader as to where they can go to find out more. This might direct them to a sales line, a website, or where a product is available for demonstration/purpose. Finally, you need to tell editorial staff about your company. Not all of them have photographic memories, so include a short paragraph with an overview of your business. Chapter 2.1 within the practical sections of 'Marketing your Business' also includes a full sample press release, together with examples of releases from blue-chip companies. It also discloses some of the glaring mistakes made by many companies and highlights what you can do to help ensure your press release gets read and published. The following chapter also recommends several ways to distribute press releases correctly. About The Author Since 1992 Martin Bailey has been involved with the marketing activities of small and medium sized companies, either through working directly for the organisation or by assisting friends and colleagues in their own business ventures. Based in the UK he regularly assists companies around the world in creating product and brand awareness for their chosen marketplaces. He has also written a number of IT and technical articles for niche market trade magazines.
MORE RESOURCES:
|
|
|
|
RELATED ARTICLES
Public Relations 8 Fix Factors I say to business, non-profit and association managers, a key part of your job description is - or should be - do everything you can to help your organization's public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it's YOUR PR program that is tasked to move those stakeholders to behaviors that lead to the success of YOUR department or division. Top Ten Tips For Great Sound Bites If you're an online business using public relations (PR) to help increase traffic at your site, you've found a great way to gain exposure at little cost. And before you know it, the day will come when you are invited to do an interview with a reporter. 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. How to Get PR There is a process for successfully getting publicity about your business or organization. Publicity is no great mystery, just a thorough and strategic sales job. Writing a Press Release: The Medias Dirty Secret There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. So Whats Wrong With Strategic? Some folks see the word "strategic" as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need. The Key to Great PR The Key to Great PR is PerseveranceBy Paula Gardner of Do Your Own PRI regularly seem to come across businesses that have pinned their hopes on one press release. They tell me how they sent it out with excitement in the pits of their stomachs and then felt the hard cold flop of disappointment when they didn't get an army of journalists on the phone the very next day. 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. Are You a PR Chowderhead? You are if you stand by while your public relations people futz around with communications tactics instead of nailing down those outside audience behaviors that help you reach your objectives.No slap at communications tactics. PR Where it Matters Most What's more crucial to the success of a business, non-profit or association than its most important outside audiences and stakeholders?Nothing.Those stakeholder behaviors directly impact virtually every management and operating activity of the organization. Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership Since the major part of a small business typically comes from business to business services, it is essential to maintain a positive standing with the local business community. It is of value to you to join as many business type organizations as possible in your town. Franchise Work Vehicles Should Have a Flag on Them If you own a franchise and have company vehicles, be sure you have a flag on it. First let's discuss the American flag. 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. Anatomy Of A PR Campaign The message is determined by analyzing the brand being marketed, and doing so with clear vision and self-knowledge. Too many marketing executives rely on their own concept of the brand's identity, and never bother to discover what attributes the public has assigned to a product. Publicity: Polls and Surveys Are a Great Path Free Publicity When I search Google News for "surveys," I get nearly 50,000 results. When I search for "stocks," I get about 54,000. Media Relations: Should You Pay For News Coverage? Dear New York Times:I'd like to be quoted in one of your news stories. Enclosed is a check for $500. What Is Best Practice Public Relations? Why, public relations that stays true to its fundamental premise, of course.In a nutshell, "People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Get PR Off the Bench Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.But that's exactly what's happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide. Guerrilla PR- Chapter One THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father of modern communications, wrote the immortal words, "The medium is the message." Today I would amend that to, "The medium is the media. Anchor Your Relationships I heard a speaker recently who was talking about how to maintain strong relationships. As I listened to his basic principle, I realized that it is true in all of our life situations, be it work, family etc.
|
| home | site map |
| © 2006 |