Power of the press release

Guest post by: John Durning
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Tips for dealing with the media - By John Durning

The power of the press release

In today's sophisticated business environment, one of the most valuable and effective marketing tools is the press release. Correctly written and targeted, it can gain exposure and credibility for your company beyond even the most optimistic expectations.

It’s a win - win situation - you are promoting your company and you’re also helping the news media by supplying quality information.

The big question is: Why are so many press releases ditched when news outlets need fresh items every day? Why should organisations desperate for help with news items reject so many press releases out-of-hand?

The mere word ‘news’ release sums it up completely. News editors are interested in News. They want it in the right time zone. They want it well presented with the news angle leaping off the paper. And they want it to be relevant.

Your news release has to be something which the average person can understand. If the topic is technical, the trick is to make it readable.

So before you’re tempted to send out a release, ask yourself a few questions.

What’s the news interest? Biggest, smallest, oldest, widest, first, last, unique? Is it different? Make sure your release quotes someone. Make it local.

Remember a photo. You might be holding a school fair, not a great story. You could have an elderly first-day pupil and the youngest person in the school opening it - good photo.

What are you hoping to gain from the press release?
• Publicity for your company or product
• Credibility. People believe what is presented in editorial form rather than advertising.
• Good use of your budget A well written, targeted press release can be much cheaper and more effective than advertising. Make it one of the first things you consider, not one of the last.

But to achieve all of these, you must ensure the press release goes from the news editor’s desk to the reporter and not the rubbish bin.

Where to start? The five Ws - the skeletal bones of the press release. Who? What? When ? Where? Why?

That’s the basis of your release - rank the information in order of importance.

- John Durning, Durning Public Relations, PR & Media Adviser, Christchurch, New Zealand; ph 64-3- 365 2579; email john@durning.co.nz

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Tips for dealing with the media - By John Durning

About the Author: John Durning

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DURNING PR PUBLIC RELATIONS AND MEDIA ADVISERS Durning PR was established in 1985 by John Durning, a Fellow of the Public Relations Institute of New Zealand. John Durning, FPRINZ, APR, managing director. Double PR industry award winner. Two decades plus in communications, having been a newspaper journalist for 10 years, including five years with The Press before establishing Durning Public Relations in 1985. A member by examination of the Public Relations Institute of New Zealand. Specialty areas: commercial, sport, industrial, finance sector, tourism, property.
Click here to visit John's website.

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