There are two ways that a business can get its name covered by the news: it can buy advertising, or it can be covered as a news story. Press releases, properly managed, can be used to write up a company’s achievements as business news. As a public relations and soft marketing strategy, it is much more cost effective than advertising, and has a greater credibility factor. Even in digital marketing for drug rehab this has been an effective way. Writing a business press release that will be carried by the media is also much more challenging than writing ad copy.
The basics of writing a press release may conflict with paid marketing strategies. The editor reviewing a press release will be looking for newsworthy elements.
Unlike advertising copy, which usually centers around the product or service being offered, a press release is about business news. The strategy is in covering a story that puts the business in the best possible light.
Stories that inform the reader indirectly about the company are excellent. Topics to focus on might include:
This list is by no means exhaustive, it only serves to demonstrate the variety of press releases that can cover a business’ activities.
Press releases should not be treated as a numbers game – it’s a terrible strategy to release business news stories by the ton and just hope that somebody will carry them. Personal relationships with editors of business papers, business sections, or business web pages are a critical aspect of an effective public relations strategy. Consider these points when issuing business press releases:
A professional editor will know which writers produce press releases that cover real business news while also giving their clients free coverage. No editor will object to giving a company that public relations bump if it means a good article comes out of it.
Business press releases can only be used as a part of a marketing strategy if they are also business news. Writing a business newsletter on a regular basis can focus the business writer on the news style. Other than developing a relationship with the news media, this type of practice is the most important aspect of any plan to market through business news rather than advertising.
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