August 18, 2010
In a tough economy, free is good. And lately, I’ve come across a lot of info for Press Releases and thought I’d pass it on to you. What are the benefit’s of a press release? It’s a softer approach than advertising, helps build your brand/credibility, you get “buy in” from your staff and most of all - it’s free!
First, you need to target your sources. You can go to the library at UMKC and get a media contact list. This will tell you who you need to send your Press Release to at which publication. Next, you need a good story. It must be real news, such as an award you’ve won, new service you provide, new member of your staff, etc. It also should tie into current events such as the economy or solve a common problem.
You will need to put together a pitch letter, the press release and a media kit or fact sheet about your company. You can see a template for the press release here. The fact sheet should cover, in one page, contact information, company overview, client description, service description, etc.
Now, you send your pitch to your targeted journalist. Make sure to contact them by phone as well. You might not get it printed, but keep at it. You can build relationships with journalists who might begin to call you as an expert on a story they’re writing. This means even more free publicity. There are also a number of online places you can submit your press release to as well such as PRweb.com.
I have merely scratched the surface of the techniques, resources and benefits of Press Release. For more information, you can read Duct Tape Marketing or employ a coach, such as Bill Brelsford. Or you can contact Kristin Wing of the firm AccelerAction. Both are experts and would be glad to help.
Now get out there and look good!
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