The Effectiveness of a Press Release Articles | Marketing

By: Darren Williger

Press releases are a fantastic way of reaching the media and getting their attention, they're also an equally great way of getting the media to promote your service free of charge. You can easily generate free advertising by announcing to the readership about whatever it is that you have to offer and getting your message across to the public.

The press release has two major functions:

-To persuade a print reporter, broadcast journalist or radio host to cover whatever story you're offering and to conduct their own interview.

-To stand alone as an article used by print or Internet publications to fill unused space.

Both functions are a terrific way to spread any information about the business you do and the services that you have to offer. However, learning how to write in a way that gets the needed attention you desire takes some skill. Furthermore convincing a writer to take the necessary time to cover whatever story that you have, means revealing enough information that would make them think about how much potential your story has. The story is not to provide the reporter with the entire story but rather show them the potential for a story in the making.

Telling a Story with a Press Release:

Sometimes it's extremely hard to get an editor and reporter to cover whatever story it is that you have to offer. If they don't cover the story themselves, they will offer you the room to submit your story to the public. This is especially the case with rather low-budget internet publications. Press releases that are written like articles read less like a press release and more like an article. This means submitting an article that is properly researched and interviewed in its complete form.

What this entails is that you should write like a journalist. Make sure that all the angles of the story are covered in a manner that isn't biased. You should back up every claim in the article with facts that have been documented. It is an excellent way to showcase whatever business or service you're offering in a very professional manner. This sets you up as the expert that people have to go to for any new information. Smaller print and internet publications usually welcome these sorts of press releases since it provides them with free copy.

What Every Press Release Should Contain:

There are a few things every good press release should contain:

-A short but lively title that grab's the reader (and editor's) attention.

-A compelling lead.

-A succinct overview of what you're publicizing written in the formal pyramid style of most pertinent info first, followed by less important facts.

-An information line with a contact phone number or website a the end

-Succinct writing. Avoid rambling.

-Complete Accuracy. Check all facts.

-Facts, not fluff.

Any press releases that you write must have details and information that the media is usually after. Make sure you give them exactly what they need and you'll find yourself being called over and over again for great press releases that will market your business to clients in the future.

One other marketing tool which may be used to market your business is an email sent in a blitz format in order to notify both your existing and potential customers of any changes in your industry, updates or special sale events is the announcement release. Such releases should be used sparingly in order to inform your noteworthy clients of any events or topics that are of a newsworthy nature.