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Marc L. Goldberg
Consciousness is the number one goal in building a brand. The process takes buyers, users, donors, and patrons through the process of becoming aware of the brand, understanding it, believing in the message it conveys, then giving it a try, being satisfied, and ultimately repurchasing and/or recommending it. to others.
TO Press release is an important tool for businesses and non-profit organizations looking to raise awareness for a new product, service, milestone, or any other timely event. The traditional process includes writing a press release, distributing it to a specific group of reporters and writers, and then encouraging them to share the news with their audience.
The real benefit of writing a press release and receiving news coverage is twofold. One, it creates greater awareness of your business or organization and the benefits it provides to your customers, users, and your industry or community. Second, each article written about your business builds brand credibility over time. This third-party validation of your business and products can ultimately help you generate more revenue.
Further:SCORE Business Tips: A well-designed website leads to a healthy business. That is how
There are critical parts of a business press release: a headline that will grab the reader’s attention, a clear and compelling call to action (CTA), an anti-scanning format that encourages readers to focus on the content and not scan the statement.
Press releases are communication tools, not sales pitches.
One of the basics of writing a press release is to focus on the story you are trying to tell and to provide the media with news that is of interest to their readers or viewers. Don’t try to pass off a sales pitch as newsworthy content. The media will find out and your release will end up in the trash. You’ll also likely lose credibility with that reporter which can hurt your chances of getting your next press release to the cut.
Be selective in what you consider newsworthy content. Some examples of what warrants a press release from your company to the media include:
- The launch of a new product, service or offer.
- An update to an existing product
- The opening of a new location or facility.
- An event, such as an open house or celebration.
- A milestone or anniversary
- A new member joins your team
- Supporting a larger industry event or initiative
- Other newsworthy changes within the organization
Follow these press release basics to improve your chances of securing media coverage:
Keep your release short and to the point.
When you communicate with the media, you should keep your release short and to the point. Start with an informative headline and explain the who, what, where, when and why of your news immediately in the first paragraph. Reporters are bound by deadlines and are unlikely to read beyond this point before deciding if their news is right for their audience. If you haven’t grabbed their attention in that first paragraph, your news may be ignored.
Are leaders made or born?SCORE Business Tips: Here’s what the leadership experts are saying.
Create a carefully targeted media list.
A reporter is more likely to pick up their news and turn it into a story if they immediately put it in the right hands. He will do some research before sending out his press release. You’ll want to find the writers, editors, and newscasters who are likely to find your news interesting and valuable. These can be journalists covering your industry or editors who are familiar with the subject of your release.
Follow up with a phone call.
The writers are busy. Don’t assume they read your email just because you sent it to their inbox. After a day or two, call your contacts to sign up. Offer them the opportunity to speak with their CEO/owner, clients, or any other stakeholders who can help them write a compelling story.
Don’t forget about additional distribution methods for your news.
Sending a press release to your media list is just one method of getting the word out. Take advantage of your social media channels to share your news, as well as email platforms and any other way to communicate with customers, partners and industry members.
Seeking guidance from other business owners and marketing professionals is always a smart move. Most business owners are not marketers, and writing about your own business can be an understandable challenge. One way to make the press release writing process easier is with the help of someone who has done it all before, like a SCORE mentor. A SCORE mentor will work with you as you write and connect you with marketing professionals who can offer support. Get in touch with a SCORE mentor today.
Contributed by Marc L. Goldberg, SCORE Cape Cod & the Islands, www.score.org/capecod, capecodscore@scorevolunteer.org, 508/775-4884. Sources: ASK SCORE 2022, Glenn Frates, www.cision.com
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