Among the best ways to promote your product or service is with promotion. Many individuals have little bit, if any, understanding of the best ways to tackle securing publicity, never mind free publicity. Fact is, individuals will pay more attention to totally free publicity than they frequently do to paid advertising.
A simple method to get free publicity is to compose and distribute a well-written and well-formatted press release. A good press release is one of the most efficient, but, most underutilized, of promotion tools. Simply put, a press release is a statement you send out to magazines, trade journals, papers, and newsletters. Likewise to radio and television. Typically exactly what you send to radio and television are referred to as PSA’s (Public Service Announcements).
I have one client who hosted an occasion and submitted one well-written and well-distributed news release to the media. When the release made it in print, they went from having a 50% reservation for their occasion through some direct mail efforts to filling up the whole space in less than 48 hours. This was worth a substantial quantity of money to them.
Prior to composing a press release, figure out the following:
Who is your target audience?
What is your target media?
Who is the contact individual at the media outlet?
Exactly what is the timeframe for submission?
Do you have an attention-grabbing headline?
Do you know the who, what, when, where, why, how?
Do you have good quotes, research and technical date if suitable?
Develop a system for writing and circulation of releases Stay organized. Know the best ways to send out the press release to a particular media outlet and person. Each has their own preference regarding how they want to receive it. It will be to your advantage to find out. A fast phone call will often offer you with this crucial details.
Editors are swamped with info. If you desire their attention keep the release brief and to the point. Throughout busy times, like prior to a huge event in a city, they will be in info overload.
Do not use enormous quantities of buzzwords such as “its all-new, interactive, interoperable, cross-platform, new multimedia service.” Prevent jargon. The public will have no concept what your market lingo suggests and editors seldom will require time to learn.
Provide the who/what/when/ where/why as articulately as you can. Make your info is total. Incomplete information is far more likely to get your press release in the trash bin than anything else.
The 5 Ws of composing a press release or PSA.
Who should go to? Who will exist?
What is taking place? What will originate from this occasion? Is it a fundraiser?
When is it happening?
Where will this take place?
Why would individuals be interested in the details? Why would they attend the occasion?
Sending news release.
Many journalists prefer that you send out press releases through email. You will discover some die-hard general delivery folks, and a couple of who like faxes. If you’re about to begin dealing with a brand-new journalist, and you’re not exactly sure how they prefer to get their press information, ask. Once they tell you how they prefer the information, honor that request.
E-mail should be sent as a plain text file: the easier, the much better. Do not send a press release via email with an attachment. Many media individuals will instantly delete due to the issue of a virus. Do not send your e-mail out via a mass e-mail. Really, if you use an excellent contact management database, you can send it by mass e-mail and it appears as if each is an individualized e-mail. Do not send out a press release to your entire press list, with the entire recipient list noticeable.
When an editor calls for more information, respond to their call as quickly and expertly as possible. There is not alternative to constructing good relationships with the media. Don’t ever believe you are too hectic for them.
By making yourself readily available for the media, they have the tendency to make themselves readily available for you.