Now that you
have established your marketing niche, it is time for you to tell your
target audience what you are going to do for them. Your main public relations
goal is to get the right messages to the right people. In other words,
create a systematic plan that includes writing and distributing press
release is a short summary of information containing news surrounding
your company that is sent to writers or members of the media. The main
parts of your strategy will need to include sending news announcements,
or providing your expertise to help support the main topics in the industry.
It is important to remember that the media is sent hundreds of e-mails
everyday. Before you decide to produce a release, ask yourself if this
information is timely and relevant enough to be considered newsworthy.
(For example, if your company has just released a new product or service,
it is a good time to send a press release.)
following in mind when you draft a news release:
(What is the purpose?)
(Why are you releasing the product or service?)
(Where is it being release? Is it national or international?)
(When was/ will the product be released?)
keep releases short--equivalent to a page and a half of printed text.
It is possible that your release will be posted verbatim. If your release
is longer than a page, it is recommended that you provide a link at
the bottom giving availability for more information. Also, it is imperative
that you provide your e-mail address, cell phone, and physical address.
most journalists are online so it is likely that they will prefer to
receive e-mailed press releases. However, it wouldn't hurt to ask them
what medium they prefer to receive information.
write a release in Microsoft Word or other word processing software.
Remember, when you cut and paste your information to your e-mail message
that text e-mail only uses 60 characters per line.
Formula of a Press Release
is to communicate your message as clear as possible. It is best to follow
a predictable formula so journalists can scan through the press release
to find the information they need easily and instantly. Here is a typical
outline of a press release: headline, date, lead, quotes, boilerplate,
A clear statement that leaves guesswork aside.
Include the date on every press release.
A lead follows directly below the headline. It is the most important
portion of the release because it answers all the who, what, how and
quotes to move the story forward. They are best used as opinions and
they also can make claims.
A boilerplate is a short description of the company and what it does.
Keep this part under two sentences.
Always include your contact information. If it is applicable, list
the availability of your products, services, and prices.
many sites that post press releases and then distribute them to your
target audiences. Here are some press release distribution web sites:
you can send your press releases to discussion lists and newsletters.
Many writers scour the Internet looking for sources. If they contact
you, express an interest in building a networking relationship and offer
to send news or information that interests them.
Rules to Follow
you send a news release to a writer or editor, it is good idea to send
a short introduction of yourself. After you develop communication with
a writer, get to the point as quickly as possible. Don't be afraid to
be up front with them; they will appreciate your honesty and clarity.
One way you can do this is to bullet or bold your main points. This
breaks up the paragraph and makes it easier to read. More importantly,
it save the editor time if you keep your press releases under a page
or within a screen size.
will reach a small but powerful group of people. Interest goes along
way in memoryability.
your opinion- Look through magazines, newspapers, and other publications
to see if you can offer an opinion, suggestion, or insight in an editorial
a radio station-Maybe you could offer some of your knowledge to
a radio program and give away your URL, if and when it is appropriate.
an article-A lot of places need content. What better way than
to write an article with your info attached?
It is unfortunate
to see so many communication agencies and PR departments waste time,
money, and effort on activities that have little effect on the press
or the consumers. One of the major causes of failure is a lack of communication
between the management and PR people. If managers are stifled because
the PR representatives failed to reflect their views and directions
the managers as well as the publicists are culpable.
that publicists have different mindsets and goals than most marketing
professionals. It is important to clarify this because the response
rate needs to be evaluated according to methodology they use. For example,
a typical PR campaign is not likely add to the bottom line or retrieve
results quickly. However, publicity campaigns make up for the lack of
speed by providing greater memoryability per response rate. Unlike page
requests and "hits" which come and go easily.
marketing departments are distinctly different but equal. Obviously,
PR is a division under the marketing umbrella, but it is critical to
their company's public perception that they work closely together even
though their roles are diffrent. The marketing department is at its
best when they are analyzing and filling the needs of the consumer.
While, the PR department most efficient at creating relationships with
are going to participate in publicity endeavors you need to do it with
objectivity, class, and honesty. The Net is already over burdened with
millions of information about products and services. It almost feels
like the Net has gigantic PR manufacturing plant at the center of it
that pumps out press releases by the busloads. With all the noise and
distractions around us, produce and send press releases that are at
least newsworthy or pay for advertising yourself.