Chapter 10 - Press Releases

Press releases, also known as news releases, are brief documents that are used to communicate news (not advertising) to the media. Although a one-page news release is the most basic of publicity tools, it is also one of the most powerful documents that your company can possess - IF it is used correctly. Just one news release has the potential to receive publicity that reaches thousands of potential customers.

Your press releases will provide publicity that will:

  Increase your sales

  Increase traffic to your web site

  Give you and your company recognition and credibility

  Increase your profits for a relatively low cost

  Save money

Press release distribution is an extremely cost-effective Internet marketing tool. It can build more credibility than any other Internet marketing technique because most readers are more likely to trust independent authorities such as reviewers, columnists, reporters or broadcasters than an over hyped advertising message. A well-written press release can dramatically expose your company to the masses, and greatly enhance the image of your business.

10.1 Writing an effective press release or news article

Although common practice in the corporate world, press releases are an example of an all too often overlooked potential for business growth, exposure, and traffic generation.

Press releases, done correctly, can garner the online business significant, low cost marketing via interest generated in writers and editors across the globe. These interests can develop into stories, features, or even a mere mention that can send traffic counters reeling, and sales through the roof.

Developing an effective press release is an art form all its own. The content must be creative, eye catching, and somehow moving to the reader. Though this sounds much like the creation of a successful marketing campaign, the idea here is to assemble a final release that communicates ideas and features in a manner that makes the copy of interest to the news-hungry.

One of the most important lessons that you need to learn is that writing media releases is all about developing a persuasive communication within the framework of a traditional news story format.

Editors will quickly trash media releases that make outlandish promotional promises -- "the best ever," "everyone wins," "one-of-a-kind," "changing humankind forever." Instead, you must think like a reporter. Media releases must follow journalistic style in order to be given any kind of consideration. How do you accomplish this task? Here are some tips:

Collate and organize your facts

Contrary to what most people think, a journalist actually spends the bulk of his time in collating information and facts. When everything is ready, it is not uncommon for journalists to finish writing the story in just half an hour.