Power of the press release
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
Power of the press release - To learn more about this author, visit John Durning's Website.
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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
Power of the press release - To learn more about this author, visit John Durning's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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