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Press
Release
Going public with a well-written press release
is a functional part of marketing strategy
to gain publicity and credibility.
Professional press release can
dramatically increase your business. |
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Publicity
is a most cost-effective marketing tool. You
only need a good pr agency in combination with
a professional writer to communicate your product,
your ideas and your corporate identity. Public
relations are the only part of a marketing strategy
that builds credibility.
There are important differences in public communication
with advertisements and press releases: Advertising
controls the message while public relation does
not, and because of this, public relations creates
credibility.
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Many
times readers see an ad and they know
that what they
are reading is just overblown hype. Most
readers are more likely
to trust independent authorities such
as reviewers, columnists, reporters or
broadcasters. Credibility is a gift coming
from the media. Without a doubt, it is
these same authorities that are directly
influenced by good public relations and
specifically, a
wellwritten press release.
Such a well-written press release can
dramatically increase your sales, expose
your company to the masses, and greatly
enhance the image of your business or
products. Public relations are the basis
for corporate identity.
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Credibility
is the one thing that can win the customer's
heart and pocketbook at the same time
and nothing builds more credibility than a well-written
press release that gets picked up by the media.
We have put together a checklist that we use
in-house.
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| There
are many good reasons to send a press
release: |
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to
promote a person, product, event or (political)
idea, |
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to
inform the public, |
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to
jump start a new business, |
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to
keep the name of your product in the news, |
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to
tell of a new aspect, development or circumstance
of 'the product', |
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to
update the media, |
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to
announce good news, |
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to inform of a major or minor change, |
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to
attract an audience, |
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to
educate a specific group. |
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| Basic
elements to create a professional press
release: |
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| 1. |
Deal
with the facts; avoid fluff: Present your
facts up front. Don't beat around the
bush. |
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| 2. |
No
fakes: Make sure your information is newsworthy.
Make sure that your press release is clear
and |
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to
the point. If you can't understand it,
chances are no one else can, especially
the person whom |
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you
want to interest most. |
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| 3. |
Grab
the reader in the first three seconds
or you lose him/her. Start with a fascinating
factoid. |
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| 4. |
Start
your press release with a brief description
of the news and with an interesting quote,
and then |
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distinguish
who announced it, and not the other way
around. |
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| 5. |
Tell
the audience that the information is intended
for them and why they should continue
to read it. |
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| 6. |
Ask
yourself, "How are people going to
relate to this and will they be able to
connect?" |
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| 7. |
Make
sure the first 10 words of your release
are effective, as they are the most important.
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| 8. |
Try
and make press release just one page.
Two is acceptable but using both sides
of one page is |
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better
than two pages. |
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| 9. |
Avoid
excessive use of adjectives and fancy
language. |
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| 10. |
Use
charts, bullets and boldface to outline
pertinent facts within the body of the
release. |
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| 11. |
Include
information about your product or company
on every release. |
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| 12. |
Do
help the journalist with his work and
make it as easy as possible to do their
jobs: |
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Provide
as much contact information as possible:
Individual to contact, address, phone,
fax, email, |
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Web
site address. |
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| 13. |
Make
sure you wait until you have something
with enough substance to issue a release.
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If
your are interested in going public and how
to reach credibility with your business
please contact us.
May be we can help you with your press releases:
Dr. Bockow Public Relation's +49-(0) 251-38311-0.
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