The next several blogs will deal with writing press releases, and this first one centers on why you would want to issue a press release, when you should do so, and to whom you should send it.  First, you must understand that free press coverage is an invaluable marketing tool.  Did I mention it's FREE?  Gratis?  No charge involved?  That alone should convince you it's a good thing.

A well-written press release can get your company name in front of the public at NO COST to you, and you never know where that might lead.  Even if only a few people see your company name, you may gain their business, and since it cost you absolutely nothing, it is well worth it.  And, they may tell two friends, who will tell two friends, who will tell two friends...  (Remember the old shampoo commercials?)

The answer is:  anytime something newsworthy happens at your company.  If you launch a new product or add a new service to your offerings, let people know about it.  If you've hired or promoted someone, tell the world.  If you're trying something innovative, announce it!  If you are partnering with another company to complete a particular contract, make a joint press release.  If you're running a special promotion, you can pay to advertise it, or you can try to get free coverage by issuing a press release.  The basic idea is to get your company name in front of your customers as often as possible.

You're right, not every press release you issue will be picked up, but you will have more published if you send them than if you don't.  You never know when your release will reach a reporter on a slow news day when they are scrambling to fill space.  It's like playing roulette.  You may not win every time, but eventually your number will come up, as long as you keep playing.  The secret lies in writing the press release well enough that the reporter has to expend virtually no effort in publishing information about you.

One good strategy to get your news published is to target your releases to your market niche.  For example, if you are selling lawn furniture, you want your press release to go to home and garden editors, and you want it to go in publications that reach people who (a) live in places with yard space and (b) have enough money to buy your product.  Sending a lawn furniture press release to a sports editor for a Manhattan publication which is delivered for free to the poorest areas of the city makes no sense.  Choose your targets carefully.

Get to know the writers on your beat for news outlets that match your niche - whether they be print media, television, radio, or even online.  Show them you are good at what you do, and let them know you will be sending press releases their way when you have something newsworthy to say.  Make sure you stick to that promise.  If you send them junk with no new news, they will not read your future releases before they pitch them.

Reporters, like anyone else, are more likely to take your calls and read your releases if they can put a face to your name.  When you send a press release, follow up with a phone call a few days later to see if they writer needs any additional information from you.  This call is not so much to make sure they got your release as it is to make them move it to the top of their pile.  Don't wait for them to call you - be proactive to put yourself ahead of all the other people who have put pieces of paper on the reporters' desks that day.  Don't be a nuisance, but do make the reporter aware that you are ready, willing, and able to assist him in any way he needs to get your information published.

If you want to publish online, there are some services that will blast your press release to multiple outlets for free.  These services, such as http://www.PRWeb.com, http://www.PR.com, http://www.prlog.org/, and http:///www.Free-Press-Release.com, usually offer both free and pay services, helping you to target just the market you are seeking.

Part of your marketing plan should be frequent (at least quarterly) press releases.  Media outlets have to get their stories from somewhere - why shouldn't your company be one of the sources?  Put together a well-written press release whenever something newsworthy happens, and keep releasing new information.  Eventually, you will find your company's name being published, giving you invaluable FREE publicity!

For more marketing ideas, contact me at:  bphilley@probizassoc.com.  The next post in this series will be Creating a Header for Your Press Release.