2010 July 21 | The Business Success Blog

Use Press Releases to Generate Interest and Business

July 21, 2010 by Frank Goley, Business Consultant

Press Releases are really an overlooked avenue for businesses to generate interest in their products and services, and ultimately to generate more business. Here are some quick tips to get you along the way toward becoming a Press Release expert.

Start With Your Local and Regional News Agencies

Starting out with the smaller edition news mediums will help you get your feet wet, and they are often quite open to local entrepreneurs. Once you have met with success on the local level, you can use that knowledge to approach wider circulation news outfits.

Do Some Research

Research the kinds of papers and reporters that cover your type of story and target only those. Refrain from a general mail or email blast to all types of papers and reporters- you will be met with poor results.

Be Personal

Personalize each contact with the press so that they feel you care about them and really want to be shown in their paper or magazine. Follow the reporters so they see you have an interest in their articles and papers.

Make it Timely News

Tie the story to a new release, new product, an event, a company milestone, etc. Make it juicy and newsworthy. Have an angle!

Be Unique

Find ways where you can stand out against all the other press releases coming in. Send the product in the mail to the reporter for evaluation (also ask permission before sending so it is expected and so doesn’t violate reporter rules). Follow up politely, and if you are unique enough, the reporter should actually remember you!

Have Great Copy

Write out your Press Release yourself and refine it a bunch of times and then send it over to a copywriter to make it sing. It is worth the extra bucks. Know what a PR format is, and how to lay it out properly.

Invite the Reporter to Your Business

If you find the reporter has interest in your Press Release, ask him or her to visit your business for a tour. You may end up as an article instead, verses a standard press release.

Use Online PR Sites

Supplement your print PR with online PR. There are a ton of reasonable PR sites and services. Do this after you finish your print PR campaign so they don’t see the duplication. This also has great SEO results for your website.

Get Blogged About

Target bloggers in your niche with your PR. Great blogging about your product or service spreads fast. Amplify this several fold by using the social networks as well.

Use Video to Promote Yourself

YouTube it! Having a professional video about what you are promoting is a great medium to send to reporters, especially if you are looking to get covered on TV or be a radio guest host. This also has great SEO and traffic benefits for your website.

Offer Snippets and Reprints of Your PR on Your Website and Brochures

“As seen in…” has a powerful effect on your website, flyers, brochures, videos and more! It lends instant credibility with a cold prospect. Get your PR jump started today! It won’t cost much and the return can be incredible if done right.

Video Resource: How To Write a Press Release

Posted in Business Marketing Strategies. Comment

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