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Free Website Content
Getting Press Coverage
Press Releases
By Sharon Housley
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:
1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
8. 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.
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.
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This article may be used freely in opt-in
publications and websites, provided that the resource
box is included and the links are active. A courtesy
copy of the issue or a link to any online posting would
be greatly appreciated send an email to sharon@notepage.net
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Additional articles available for publication available
at http://www.small-business-software.net/free-website-content.htm
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