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.
disinfecting cleaning services Arlington Heights ..One of the most misunderstood and most underutilized promotional tools... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Strong for business, non-profit and association managers when they use... Read More
The media's role is to package and spread news, current... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
?lose the confidence of your key target audiences? discourage them... Read More
OK, as a manager, your goal is to show a... Read More
Is your business looking for new and creative ways to... Read More
Just happens to be public relations activity that alters individual... Read More
Are there secrets to gaining media coverage or is it... Read More
With all due respect to all those stereotypical males out... Read More
Every reporter, from the cub at the small town paper... Read More
Can your PR do something positive about the behaviors of... Read More
The VIP databases are fun to create and can be... Read More
Think that you aren't big enough for national media coverage?... Read More
As the year starts to wind down, many businesses and... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
How cool is this? You're a business, non-profit or association... Read More
Press releases are one of the most cost-effective ways to... Read More
The most important thing to remember for any interview: stay... Read More
Done right, it delivers the key, target audience behaviors you... Read More
Just promoted to manager?Here's something you need to know.Whether you... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
bathroom cleaning service Mundelein ..Would you like to be the next Dr. Phil, Suze... Read More
I often begin my media training sessions by asking members... Read More
You are if you stand by while your public relations... Read More
From time to time, people ask me how public relations... Read More
New business owners often miss out on publicity opportunities because... Read More
The call came into my office and the voice on... Read More
How to write a press release that generates free publicity... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
"We are in the communications business, the business of conveying... Read More
I believe this about public relations.People act on their own... Read More
For business, non-profit and association managers, is it publicity that... Read More
Have you ever heard of the saying, "One person's trash... Read More
Many people are intimidated by radio interviews, whether live or... Read More
Recently I had a craving for... Read More
Powerful is a strong word. But it fits here. As... Read More
When you should send samples with your press release:1) When... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
Leaders in the business world need public relations big time,... Read More
Why, public relations that stays true to its fundamental premise,... Read More
You won't be if you accept a very simple premise.... Read More
If, as is often the case, you are preoccupied with... Read More
I mean public relations that presumes from the get-go that... Read More
Your public relations effort really should involve more than press... Read More
Public Relations |