The press release (or news release) has progressed …
When I entered the newswire business in early 1999, press releases were primarily used by big corporations (especially public companies) to announce major events to journalists.
These days, press releases are no longer just a way to reach media in hopes of getting featured in an article or news story. The audience is much larger now and, thanks to distribution options on the Internet, includes direct access to your buyers.
So what’s this mean for you?
Well, first and foremost, you can’t limit yourself to only sending press releases for major news announcements. Instead, view your press releases as another vehicle for driving your marketing message to prospects.
With a quick mouse click, you can distribute your press releases to the same circuits, including thousands of online news services and websites, as the corporate giants. Here are a few options to help you get started:
• BusinessWire
• PRNewswire
• PRWeb
As for free options, I find PRLog helpful.
When you write your press releases, forget about what you want. Instead, focus on how you can inform and/or entertain the media’s audience. If possible, tie in your topic to a current event.
Also, put yourself in a reporter or producer’s shoes. Their audiences demand unique, fresh and relevant information every day. And unless you’re Apple, Ford, Microsoft, Amazon.com or a similar corporate heavyweight, the media has little need for a pitch about your new product, website or client.
Recently, I sent out a press release that resulted in a 950-word feature in a business publication. The primary content did not include a single word describing my services. Instead, I focused on a topic I knew the publication’s audience (business owners and executives) would find helpful.
(You can view the press release here: http://www.prlog.org/11748917-why-marketing-does-not-drive-business-profits.html.)
Shelf life is another benefit of posting your press releases online. Your news can stick around the Internet for years. So if you optimize your content well with keywords and incorporate links back to your website, your press releases can generate traffic for a long time.
Last week, an editor contacted me because he had space to fill and needed an article fast. After we determined a topic, I scoured the Internet for a source. The person I contacted for my article was listed on a press release that originally ran seven months ago.
So, if you haven’t already, begin developing relationships with media members. Pay attention to the writers, reporters, editors and producers who cover topics relevant to your industry. Your effort will improve your chances of becoming a source and help you generate ideas for press release topics.
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