A well-written and targeted press release or media statement can increase the credibility of your business and attract customers. In addition, writing a press release may lead to your business being mentioned in the editorial content of publications, which people trust more than traditional advertising. Editorial content, coupled with the appearance of paid advertising about your business, product or service is an ideal way to make sure your company is remembered.
Here are answers to some simple questions to help you increase publicity for your business.
What is a press release?
A press release is a written statement provided to journalists or editors, detailing newsworthy information about an organisation. The aim of a press release is to have it appear in media, such as newspapers, industry or leisure magazines or broadcast news that targets your customers.
Why should you write a press release?
Readers are bombarded with offers from an ever-expanding array of media. Press releases must be newsworthy or at the very least offer an enticing proposition. Is your business bringing a unique product to market that’s an Australian first? Reaching a milestone or opening a new workshop? Sustainable Marketing’s client, Bainbridge Technologies, recently won the Gold Terry Mahoney Excellence in Marketing Award at this year’s AAAA Industry Awards in Sydney. An award like this is a good opportunity to promote a brand, in this case, Bainbridge Technologies as total power systems experts.
What should you include in a press release?
A press release starts with a great headline, followed by a short lead paragraph that answers the key questions: who, what, where, when, how and why? Include the most important information at the top of the article, with less important information towards the bottom. This is because editors cut from the bottom up. It also helps get the reader to the point quickly, encouraging them to continue to read the article. When writing a press release, it’s also good to consider current events – can you take advantage of up-to-date industry news to talk about your product, service or announcement?
How can you add value to your press release?
There are several ways you can make your press release stand out from the crowd.
- Include quotes and a quality picture – and seek out a happy customer.
Ask them to provide you with a quote about the quality of your service or product to include in your press release. A picture will add value to your release, but it must be relevant to the announcement you’re making. For instance, a picture of a new store, new product or staff member may be suitable.
An important note: you must obtain written permission stating that people who appear in photographs are happy for them to be published. It is imperative that permission is sought from a parent or guardian regarding a child’s appearance.
- Include a call to action, such as “call now”, “email us” or “visit our website” so the reader can easily learn more about your business.
Sustainable Marketing recommends you include contact details in a call to action. It is also a good idea to provide a compelling offer that encourages customers to seek you out.
- Consider a paid advertisement in targeted publications to reinforce your message.
If you have a new product to sell, the double whammy of editorial content and advertising may help drive consumers to your door.
- Speak to the experts.
Journalists and editors know what news angle works best for their publication. Talk to the editorial team to find out what they think will work best for their readers and your potential customers.
Before tackling a press release, it’s important to remember that professionals such as journalists and public relations specialists spend years honing their craft, but they use a formula that you can follow.
