Press Releases - How To Put Your Business In The Public Eye
Posted on May 18, 2008
It’s a well established marketing maxim that what’s read in a newspaper or heard on the radio carries greater weight than copy in an advert, simply because it has the endorsement of being published or broadcast on merit.
And with the explosion in content-hungry print, broadcast and online media, the opportunities for any business to grab its share of the spotlight have never been better.
You can reach all manner of media sites and news channels economically through online distribution channels. If your market is local or specific to a trade or industry, a brief ‘get to know you’ chat with your local paper’s business editor, or your trade magazine’s news desk, is essential groundwork. Even if you do nothing else but post releases on your website, you’ll give it a regular injection of fresh content that will help your search engine rankings.
So what’s stopping you? Maybe you don’t consider your business to be sufficiently newsworthy. Well, take a look at your product or services. Have you launched anything new? Or has an existing range been revamped? Perhaps you’ve built customer experiences of what you do into a newer, better offer.
Maybe you’ve responded to a customer need in a way that speaks volumes about your levels of service and commitment, and if the outcome had a particular benefit then that could be the raw material you need for some well-earned coverage.
And don’t forget expansion - a change of office, new personnel - or event sponsorship within your industry, or in your local community.
If you’re still stuck, then get creative by taking a closer look at what your company does. Review some recent customer history and feedback. Is there some positive stuff you can rework into an industry trend to which your business is responding? And don’t overlook those soapbox opportunities for a chance to comment on your industry’s wider issues, or at least your particular niche within them.
Plan a programme of releases and get them out there on a regular basis. Target a length of between 350-500 words and make sure you include the nub of your story in the first couple of paragraphs. Don’t bury your news out of sight.
As to style, be matter of fact and avoid blowing your own trumpet. Back up any claims with hard evidence and vary the flow with a quote or two - from you, other key members of staff involved in the project, or from partners or customers.
Once you’re in gear, you’ll soon identify plenty of press release opportunities that should give your business an excellent return for very little upfront marketing cost.
Christopher Snowden of Moving Finger is a UK-based marketing copywriter and editor specialising in b2b communications in print or online. Chris helps businesses from sole traders through to large corporations get their words fit for purpose so their marketing communications earn their keep. Go to http://movingfinger.co.uk for the full story.He also publishes KeyNotes, a bi-monthly e-newsletter about writing and editing for business, and words in general — you can try out the latest issue at http://movingfinger.co.uk/KeyNotes-latest.php
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