While sending out press releases may seem like an old way of marketing, it’s actually got a whole brand spanking new modern twist that has taken it to a totally different level of marketing potential.





Comments


Written by HeatherStone
3168 days ago

One other comment I'd make is that it is so important to make sure the point of a press release is made at the top. As with newspaper articles, master the basics of the inverted pyramid with the most important information in the first paragraph and more specific details filled in under that. If a media contact has to spend too long trying to figure out the point, you've lost your opportunity to make an impression.



Written by Therese Pope
3169 days ago

Adam, great article about press releases. As a copywriter, I appreciate the fact that you stress the importance of a well-written release. It blows me away when I read some of the crappy online press releases. A press release needs to be relevant and news-worthy. Thanks for addressing distribution as well. Press releases can work wonders for your online rep, but as you mentioned it won't do your brand any good if you blast out irrelevant, poorly written releases. Every CEO out there needs to read this article. This article shows companies WHY they need awesome PR and marketing people on their team (and good copywriters!)



Written by NJCEvents
3169 days ago

Great article!



Written by HeatherStone
3169 days ago

Hi Adam,

Thanks for sharing this guest post. I think the greatest thing about a well-written press release is that it can encourage both traditional and online news coverage. Using press releases to stimulate news coverage is a time honored tradition of getting yourself into the news and, of course, it works.



Written by Therese Pope
3169 days ago

Excellent point, Heather. I'm actually working on an article about publicity/online rep management. For a small business owner and solopreneur, online is the way to go (most of the clients I work with are smaller companies). You must have an online presence - especially on social media 0 and a well-written release can be your stepping stone to get your foot in the door with media contacts.



Written by Adam_Gottlieb
3169 days ago

That's a good point about the two (actually three or four) media mediums overlapping. It seems to be a growing and unavoidable trend. Traditional media has to be connected to the real-time mobile world, or else it will lose some of its relevance and get left behind. Business owners who know this are in the best position to make sure their press releases are targeting those online contacts who have some important off-line news connections. Thanks for pointing this out.



Written by Adam_Gottlieb
3170 days ago

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Written by Sian Phillips
3170 days ago

This is a brilliant post that I will be sharing with lots. I have written press releases for people that haven't gone anywhere because they haven't known how to share them properly. Thanks for sharing on Bizsugar.com



Written by Adam_Gottlieb
3170 days ago

Not knowing how to properly distribute a press release is definitely a waste of resources. But the bigger problem I've seen is that people don't know how to write effective press releases in the first place. They are more interested in spamming the internet in search of links, or they've been told by some "expert" that they *must* send out a certain amount of press releases per month in order to have a successful online marketing strategy.

The result is that many press releases are poorly written, watered-down, spun, dribble.



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Share your small business tips with the community!
Share your small business tips with the community!