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Press ReleaseJune 8th, 2008 Press releases are among the greatest weapons in an online retailer's arsenal. News organizations have a seemingly insatiable appetite for Internet-related tidbits, and with some perseverance, you should able to get your story out in a way that benefits your business - possibly in a big way. But there are some pervasive myths when it comes to writing and distributing press releases - myths that often result in unnecessary frustration and wasted time. Strangely, few instructional articles on the subject ever attempt
to dispel these unfortunate misconceptions. |
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Press releases should be written just like any other marketing document.
One sure-fire way to ensure your release winds up in the trash bin is to fill it with blatantly promotional statements. Reporters are inundated with press releases every day, and to hit them with an obvious sales pitch is a real turn-off. Look at releases from some big-name companies to familiarize yourself with the subtle art of self-promotion.
The newspaper will print my release the way I write it.
It used to be true. No longer. Nowadays, a press release is only used as an idea for a story. The content for the actual article is more apt to come from a variety of sources, including interviews and research conducted by visiting your Web site. Be sure to offer alternate ways for reporters to get information on your company and the news item you're writing about.
Send every press release to every news organization.
There are a number of submission services out there, eager to send out your release to hundreds - even thousands - of newspapers around the world. And if your story is truly earth-shattering, that approach just might work. Once. But if you want your press releases to be taken seriously on a consistent basis, be selective about the organizations you submit to. Over time, they'll come to realize that your correspondences are worth reading. And printing.
I don't need to follow-up press release submissions with a phone call.
Unless your company has already achieved some degree of name recognition, chances are reporters won't even read your release - without a phone call, that is. Give them a day, then politely place a call and offer to fill in any missing details. If you do nothing else, try to establish a rapport - or some degree of familiarity - with at least one reporter at each paper in your local area. As with most aspects of business, there is a decidedly human element to successful press release distribution.