How do newspapers, magazines, television and radio stations get their news? How can they possibly know about Silicon Valley’s latest product; the promotion of Bob Smith at the Acme Company; the results of experiments conducted at Rutgers; a new book published by an unknown author or the date of the local Rotary Club’s pancake breakfast? Obviously, they don’t have reporters everywhere, all of the time. They rely on individuals, companies or the government to send them a Press Release.
A published press release can be the most cost effective advertising you can use as a part of your marketing and selling strategy and budget. Articles in newspapers and magazines, and stories mentioned on television and radio are FREE. Any sales and brand awareness you receive from a press release creates nearly 100% return on your investment.
You may think, “I can’t afford to write and distribute hundreds of press releases.” “I don’t know a public relations or advertising firm.” Most people think only large corporations, movie stars, government agencies and others with big budgets can afford to generate press releases for them. But, if you are able to follow instructions; have the ability to write factual information concisely; are given the acceptable Press Release format; and have media contact resources, you too can produce and distribute effective, published, press releases.
It used to be that you had to first retain a public relations or advertising firm to write and distribute press releases. Maybe you were lucky and could afford an internal public relations department. Either way, you can see how getting your message out to the media was a costly and complicated proposition. The internet changed all that.
The Internet revolutionized the way companies and individuals conduct business. Books became available on-line in the form of e-books or e-booklets; you can complete forms on-line instead of completing them with paper and pen. People started asking “Is there an easier, cheaper, faster way to do this?”
The market demanded changes. Many internet web sites and marketing companies make their services available on-line including press release templates, formats, writing guidelines, contact lists and distribution packages. You now have a choice whether you want to buy press release services from start to finish or you want to do all of it or some of it yourself.
Either way the Press Release is a powerful marketing tool. It can now be used by just about everyone for getting their message out to the media. If you want to create orders before you advertise (think Microsoft X-Box) or you want people to attend your lecture at the library, don’t be afraid to produce and distribute your very own Press Release.
Publicity is Priceless! - To learn more about this author, visit Barbara Spagnola's Website.
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Barbara Spagnola
(Visit Barbara's Website)
For Barbara, building a brand is so much
more than slick marketing slogans and
high-dollar advertising campaigns. After
putting in stellar performances as a sales
and marketing manager with Armour Foods of
South San Francisco and Western Insurance
Company of San Mateo, Barbara started the
first of two high-impact companies. And,
more importantly, she mastered countless
revealing practices on how, and how not,
to build a powerhouse brand.
One of Barbara’s natural talents is
creating a hard-hitting, multifaceted
marketing campaign. The days of “shotgun”
marketing are nearly extinct. With
countless mediums and the reach of
cyberspace, companies that bet big bucks
and hope they’ve made the right play
typically have a very short shelf life.
Her ‘full circle’ approach addresses the
key aspect of marketing in the new
millennium; a rich mix of tried-and-true
traditional concepts and promising current
theories that develops brands, sells
products and services, and just plain old
works. And that’s exactly what Concept
Marketing Group can do for your business.
Take you by the hand and empower your
business to not only weather the storm,
but build momentum in any market
condition.
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