Permanent Press: Using Press Releases to Keep Your Company in the News

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.

bathroom cleaning service Northbrook ..
In The News:

ETA sharing on Apple Maps and Google Maps keeps contacts updated automatically while you drive safely. Learn step-by-step instructions for iPhone and Android.
Data removal from brokers protects against AI-powered scams and deepfake threats in 2026. Learn how data brokers sell your personal information to scammers.
Learn how to act against cybercriminals in 2026 with essential security steps like two-factor authentication, software updates and credit freezing.
Choose between OpenAI releasing Sora text-to-video model, the AI race heating up, or Waymo driverless cars launching in cities across the country
Learn how to set up Google Maps and Apple Maps on your phone to automatically remember where you parked. Step-by-step instructions for enabling location services and parking detection.
Phishing scammers use rnicrosoft.com domain to impersonate Microsoft by replacing "m" with "rn" in typosquatting attacks that steal login credentials.
OpenAI announces new teen safety rules for ChatGPT users under 18, blocking romantic roleplay and requiring extra caution on body image topics.
A 2025 data breach at fintech company 700Credit exposes personal information of more than 5.8 million people through compromised third-party integration partner.
Retailers lose $76.5 billion annually to return fraud as nearly 10% of U.S. retail returns involve fraudulent activity, with $850 billion in returns expected in 2025.
ShinyHunters claims responsibility for stealing 94GB of Pornhub user data affecting over 200 million records and demands Bitcoin ransom.
ChatGPT 2025 now connects to Apple Music, Canva, Expedia, TripAdvisor and OpenTable through built-in apps that help users create playlists, design graphics and more.
Apple releases emergency patches for two zero-day vulnerabilities actively exploited in attacks. iPhone and iPad users urged to update immediately.
DoorDash launches Zesty, an AI-powered social app that recommends restaurants through conversational search, now testing in San Francisco and New York.
Cybersecurity firm Infoblox reveals that over 90 percent of parked domains now redirect visitors to scams and malware, making simple typos extremely dangerous.
The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.
GPT-5.2 is now live for all ChatGPT users with improved coding, writing and image interpretation, with Kurt Knutsson offering his review.
New iPhone replacement scam uses pressure tactics and fake carrier calls to steal devices from buyers. Criminals claim shipping errors and demand urgent returns.
Amazon Ring's new facial recognition feature sparks privacy controversy as Electronic Frontier Foundation critics argue the AI upgrade expands surveillance risks.
New Android banking trojan Sturnus steals credentials, reads encrypted messages and controls devices.
Denmark's 3D-printed student village proves automation builds 36 apartments faster than traditional methods. Skovsporet project shows housing future.
Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.
New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.
The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.
San Francisco Giants invite Jamie Grohsong to throw ceremonial first pitch at Oracle Park after he learned to play baseball with a bionic hand following an injury.
FBI warns cybercriminals are stealing family photos from social media to create fake proof of life images in virtual kidnapping scams targeting victims.

Promoting Your Website Through a Press Release

Have you ever gotten one of those letters from your... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Life After Press Release Distribution?

A few weeks ago I was participating on an on-line... Read More

Watch Your Attitude

So many restaurants spend money on publicity and then practically... Read More

If I Were Coaching You

If I were coaching you as a business, non-profit or... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

How To Get Zero Cost Publicity For Your Business Part 2

This is the ending to my previous article, How to... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More

Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

How to Get $1000 worth of Advertising for $60

?2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual... Read More

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

Press Release Preparation

Small Business Owners should send press releases out at least... Read More

Attention PR Shoppers!

As a business, non-profit or association manager, what do you... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

insured cleaning company Wilmette ..