By Sharon Housley
http://www.feedforall.com
and http://www.recordforall.com
© 2007
Press exposure can significantly impact a small
businesses' success. Press releases are not just for big businesses;
many small businesses find press releases to be an inexpensive
way to gain exposure and attention. It is not uncommon for reporters
from magazines, newspapers or blogs to scan press releases as
a means to locate content.
Here are some tips to enhance the exposure and
quality of your press releases:
- Relevant
First and foremost, it is important to decide what information
should be included in your press release. Information that is
newsworthy and relevant will have the best chances of gaining
the attention of an editor. The press release should be sent
to related publications: a pet magazine is not going to print
a press release about the latest compression utility, but it
might print a release about software that manages records of
a pets shots.
- Customize
Giving your press release a personalized touch, especially for
bloggers and online journalists, can be helpful in gaining attention.
Spending an extra few moments to personalize a press release
could be just what is needed to make it stand out from hundreds
of other press releases. While it is impractical to customize
all of the press releases sent, it might make sense to personalize
the releases for key publications or media outlets.
- Summarize
By creating a succinct summary of the announcement, editors
will not need to reword, or condense a lengthy release. The
first paragraph or two should clearly state the announcement,
so that an editor's space is limited, they can simply use the
summary in their publication.
- Swag is Good
The press loves freebies, and by offering them, there is a chance
potential customers will keep your name in their mind. Feel
free to send branded goodies to the editors as a special thank
you for any exposure that you receive.
- Thank You
If you are interviewed or receive an especially complimentary
review be sure to thank your press contact. As strange as it
might sound rarely are the editors thanked for the coverage
they provide. Extending a heartfelt thank you, could mean an
editor remembers your company when the next press release is
sent.
- Honesty
The more truthful the release the more likely that it will get
ink. Avoid using superfluous adjectives that inflate the use
your product or service. Keep your press release factual.
- Keywords
Be sure to use keywords and keyword phrases in the press release
so that it will be easily located by reporters looking for specific
material.
- Demand Attention
Carefully select the title for of your press release so that
it attracts attention. The title should contain key points related
to the announcement. A good title is critical. If the title
does not gain the interest of the editor, it will not matter
what the body of the release says.
Keep in mind that it is unlikely you will see
instant results from the print media. Print media has a long cycle
and you might not see coverage for months.
In short, press releases are great way to gain
attention. The cost of sending a press release is minuscule when
compared to the potential exposure that may result. A well-written
press piece can garner significant press coverage and exposure.
Building relationships with the media is a long
process and takes considerable time and patience. Editors have
to deal with deadline pressures and locating appropriate filler
content should the need arise, befriending the reporters will
go a long way toward press coverage.
Credit:
About The Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.
Related
Information:
NBA
Benefit Provider - Mediabids.com
NBA
Resource Article - 3
Strategies to Market Your Business Even When Where's No Money
NBA
Resource Article - How
To Submit Press Releases That Get Published
Reprint
of this article does not constitute an endorsement by the National
Business Association; the article is for informational purposes
for our members and viewers of our Web site.
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