8 Steps to Positive Press Exposure
by Sharon Housley
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:
1. 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.
2. 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.
3. 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 if an editor's space is limited, they can simply
use the summary in their publication.
4. 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.
5. 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.
6. Honesty
The more truthful the release the more likely that it will get ink. Avoid using
superfluous adjectives that inflate the use of your product or service. Keep
your press release factual.
7. 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.
8. 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.
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 getting press coverage.
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.
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.
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