How to promote your business using press releases.
Simply put, a press release is a unique story written in a journalistic style. It is 500 or more words and usually not more than one page in length. It includes quotes from you, the business owner, as well as quotes from employees and testimonials from customers and/or clients. It is geared towards the publication's audience. In other words, when writing your press release think like an editor:
You cannot write a press release simply to announce a new product line, give statistics on a product that is eco-friendly, or try to drum up business for a product that could use a boost in sales, you need to think about the readers, what’s in it for them? Why should they read what you have to say?
When approaching news outlets and publications, you need to think like the journalists and reporters. They care about newsrecent news, trends, facts, and interesting topics that tie into your product or service. They want something that gets readers to buy more papers and sell more publications. They want press release that will help them write something that is newsworthy, educational, inspirational, and/or motivational.
Send out a press release every time something new and exciting happens in your business, but don't forget to angle that news so that it is "newsworthy!"
Tailor your press releases for different markets and send them out to those different markets on a regular basis. Lets assume you sell a multitude of eco-friendly products. You can write a press release educating the everyday person about the importance of choosing eco-friendly products and sending it to the appropriate department at every major newspaper. You could write a press release outlining the health benefits of using specific products and send it to health-related magazines. You could write a press release about your eco-friendly dog toys and send it to publications geared towards dogs. The idea is to think about the audience you want to buy your product then send press releases to the publications that reach that same audience.
Besides submitting your press release to various media outlets, put your press release on your company website. Make an online press room a necessity and keep it up-to-date. Once your press release has been written, place it on your company website for added exposure—not only will it help promote your business it will add valuable content to your website, making your company website search engine friendly. And who knows, a journalist may see your press release when searching for information to complete an assignment and request an interview!
Press releases were designed to help journalists and reporters find newsworthy information they would not otherwise be able to find and to help make their jobs easy by providing, fresh, unique ideas for their intended audiences. So don’t be shy. Write that press release and start sharing it.
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