When is your best advertisement not an advertisement? When it's a press release.
In the competition for consumer attention, a well-written press release is one of your most valuable marketing tools.
Why is it vital to put yourself in the news?
Because most of us attend differently to the news than we do to advertisements. We make certain assumptions about the news, for example, that it is important, simply because it is news. We count on news editors and publishers to carefully sift through potential story leads and choose only the most relevant to report.
Many of us attribute a higher level of credibility to a news report than we do to a commercial claim. We accept (even expect) a degree of "spin" in advertising that we won't tolerate in a news report.
And the majority of us simply pay more attention to the news than we do to advertisements. Other than maybe during the Super Bowl, when is the last time you heard someone say, "Oh, good- the commercials are on now"?
A press release puts you on the front page of the public mind. It is an opportunity to build name recognition and generate interest in your company without delivering a sales message. If you're not sure that you have anything newsworthy to report, think of a press release as a chance for the general public to go beyond your front door and to get to know your company and its employees.
Use a press release to announce:
? Formation of a new partnership or division
? Corporate citizenship or community involvement
? Launch of a new product, service or capability
? Company anniversary or milestone
? Recent awards, certifications, publications or patents
? Sponsorships, grants or educational opportunities
Successful marketers cultivate symbiotic relationships with the press. News editors and publishers need content; your business needs exposure. Relevant, well-written press releases are a way to establish yourself as a resource in your industry and to confirm your company as one to watch.
Quality interactions with the media generally lead to more quality interactions with the media, which leads to quality interactions with potential customers. Learn to harness the power of the press release and you too can enjoy the benefits of permanent press.
Copyright ?2005 by Dennis and Sally Bacchetta. All rights reserved.
Dennis Bacchetta is a Marketing Professional who writes on a variety of topics, including emerging technologies.
Sally Bacchetta is an award-winning sales trainer and freelance writer. She has published articles on a variety of topics, including selling skills, motivation, and pharmaceutical sales.
You can contact her at sb14580@yahoo.com and read her latest sb14580@yahoo.com on her sb14580@yahoo.com.
cleaning service near Bannockburn ..1. Your press release should sound like news, not an... Read More
Sure. What else do you call a human discipline whose... Read More
Think for a moment! If you were to do a... Read More
Since the major part of a small business typically comes... Read More
News releases (also called press releases) are an important part... Read More
There's good news for public relations execs, marketing professionals and... Read More
Photographs are essential for getting good publicity in the print... Read More
Where is there a business, non-profit or association manager who... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
When starting a successful business venture or launching a new... Read More
And not results you can measure only in terms of... Read More
Got a huge need for publicity and a tiny publicity... Read More
It can bite you and waste your public relations budget... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
Well, autumn is upon us and with the onset of... Read More
If you're like most of my clients, you're probably interested... Read More
Simply that the behaviors of their most important outside audiences... Read More
When your public relations results pretty much depend on whether... Read More
When you pay good money for public relations services, you... Read More
Demand that it pull its own weight in your boat... Read More
Just think about it.If I come to believe that you... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
In a media interview, always stick to your main points... Read More
The real public relations geniuses might be managers. You know,... Read More
pet-friendly home cleaners Mundelein ..I say public relations can be a matter of survival... Read More
You are a spokesperson for your company, representing it for... Read More
You can have dozens of marvelous ideas to get free... Read More
For business, non-profit and association managers, is it publicity that... Read More
Experience tells me that too many business, non-profit and association... Read More
It is virtually impossible to succeed professionally and personally without... Read More
Getting a press release published in a newspaper or magazines... Read More
Media placement is an art. Practicing it often requires as... Read More
Your public relations effort really should involve more than press... Read More
A PR product or service launching is a perfect way... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Ideally, you will have two types of quotes in your... Read More
News releases are not the best way to get major... Read More
Business, non-profit and association managers are in a stronger position... Read More
It happens to business, non-profit and association managers when their... Read More
When do you use the newspaper for publishing announcements for... Read More
Something that results in your most important outside audiences doing... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
Let's start out with a caution for business, non-profit and... Read More
Ever get the feeling that your public relations program isn't... Read More
When properly applied by business, non-profit and association managers, public... Read More
PR, that is public-relations, leads the way to effective advertising;... Read More
Public relations and news releases are synonymous in the minds... Read More
You are in business for yourself, but how well do... Read More
There is something newsworthy happening at your organization right now.... Read More
Public Relations |