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Power of the press release

Written by: John Durning

Article Overview: 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.

Power of the press release

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

Related Articles
  5 Benefits of Publishing a Press Release
  Writing An Attention Getting Press Release
  Getting Your Press Release Noticed
  The Press Release Triple Threat
  How To Write A News-Worthy Press Release

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Related Forum Posts
Re: New site promotion - how to begin? - Since you are targeting English speaking area, you will need to do a press release. Write press release and submit them to free press release sites or paid sites.
Re: Does a New Company need a "Big" PR firm? - [quote="OmnivoreInk":dmj1i0sv]I've started work with a brand new company that is going to do loss mitigation. My boss intends to hire a "big" PR firm - ie one that costs a lot of money - because he wants press releases sent out to the New York Times, the LA Times - all the major papers around the country - and he think they'll be more likely to print them if they come from a "big" firm as opposed to a one-person PR firm. I think it doesn't matter where the press release comes from as long as its well written. What are the opinions here?[/quote:dmj1i0sv] I think the most important factor is whether your press release will reach the most number of your target audience or not. It won't matter if the press release is well written if no one has the opportunity to read it. I also believe that credibility comes with having your press release in an established source like The New York Times, LA Times, etc... For instance, if you enjoyed playing tennis, who would you trust more? The advice from a recreational tennis player who has his own column in [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] [u:dmj1i0sv]or[/u:dmj1i0sv] the recreational tennis player who has his own blog? I don't know about you, but I'd listen to the guy on [i:dmj1i0sv]Tennis Magazine[/i:dmj1i0sv] over the blog owner at least 9 out of 10 times.
Re: Does a New Company need a "Big" PR firm? - I agree with Kevin [quote:3b8fyubd]I think the most important factor is whether your press release will reach the most number of your target audience or not.[/quote:3b8fyubd] You dont a big company that will charge mega bucks as Im sure they will even add a %age to the cost of the press release. Im sure if you approach New York Times, the LA Times with every thing presented professionally I think it will still stand the same chance. I would start advertising online, then locally thats when the NYT can see what there missing out on! And to test the water first!
Re: How to get a company profiled in magazines - Hi GT, This is a good point. Good press release is the best way to go.
Does a New Company need a "Big" PR firm? - I've started work with a brand new company that is going to do loss mitigation. My boss intends to hire a "big" PR firm - ie one that costs a lot of money - because he wants press releases sent out to the New York Times, the LA Times - all the major papers around the country - and he think they'll be more likely to print them if they come from a "big" firm as opposed to a one-person PR firm. I think it doesn't matter where the press release comes from as long as its well written. What are the opinions here?


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