|
|
|
Tips to Get Press Coverage
by Sharon Housley
More Business Skills Articles
Published on this site: September 5th, 2007 - See
more articles from this month
Tips to Get Press Coverage
Press exposure can significantly impact a small businesses'
success. Press releases are not just for big businesses;
many small businesses find press releases to be an
inexpensive way to gain exposure and attention. It is not
uncommon for reporters from magazines, newspapers or blogs
to scan press releases as a means to locate content.
Here are some tips to enhance the exposure and quality of
your press releases:
- Relevant
First and foremost, it is important to decide what
information should be included in your press release.
Information that is newsworthy and relevant will have the
best chances of gaining the attention of an editor. The
press release should be sent to related publications: a pet
magazine is not going to print a press release about the
latest compression utility, but it might print a release
about software that manages records of a pets shots.
- Customize
Giving your press release a personalized touch, especially
for bloggers and online journalists, can be helpful in
gaining attention. Spending an extra few moments to
personalize a press release could be just what is needed to
make it stand out from hundreds of other press releases.
While it is impractical to customize all of the press
releases sent, it might make sense to personalize the
releases for key publications or media outlets.
- Summarize
By creating a succinct summary of the announcement, editors
will not need to reword, or condense a lengthy release. The
first paragraph or two should clearly state the
announcement, so that an editor's space is limited, they
can simply use the summary in their publication.
- Swag is Good
The press loves freebies, and by offering them, there is a
chance potential customers will keep your name in their
mind. Feel free to send branded goodies to the editors as a
special thank you for any exposure that you receive.
- Thank You
If you are interviewed or receive an especially
complimentary review be sure to thank your press contact.
As strange as it might sound rarely are the editors thanked
for the coverage they provide. Extending a heartfelt thank
you, could mean an editor remembers your company when the
next press release is sent.
- Honesty
The more truthful the release the more likely that it will
get ink. Avoid using superfluous adjectives that inflate
the use your product or service. Keep your press release
factual.
- Keywords
Be sure to use keywords and keyword phrases in the press
release so that it will be easily located by reporters
looking for specific material.
- Demand Attention
Carefully select the title for of your press release so
that it attracts attention. The title should contain key
points related to the announcement. A good title is
critical. If the title does not gain the interest of the
editor, it will not matter what the body of the release
says.
Keep in mind that it is unlikely you will see instant
results from the print media. Print media has a long cycle
and you might not see coverage for months.
In short, press releases are great way to gain attention.
The cost of sending a press release is minuscule when
compared to the potential exposure that may result. A
well-written press piece can garner significant press
coverage and exposure.
Building relationships with the media is a long process and
takes considerable time and patience. Editors have to deal
with deadline pressures and locating appropriate filler
content should the need arise, befriending the reporters
will go a long way toward press coverage.
Sharon Housley: manages marketing for FeedForAll http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for RecordForAll http://www.recordforall.com audio recording and editing
software.
|
|