Notes

PR strategies for business
Question: Why should your business issue a news release? Answer: as you have something to say, you want to say it in public areas and a news release encourages the press to say this for you personally. And because you want to show your organization in a favourable light from the outset and begin the longer-term procedure for building awareness and knowledge of your product or service.

There's a lot of research to show that young companies - weighed down by the business of simply running a new business - pay scant focus on PR, yet that's exactly what they should be doing from the very start to get their names and products known. For some businesses, PR isn't about spin or the abstract maintaining of "good relations" with the press and public; it's simply about telling people that you and your services or products are there and permitting them to know why they should be interested. It's about getting column inches in newspapers and magazines and fulfilling the adage an inch of good editorial will probably be worth a page of advertising. It's about making your sales easier.

Issuing more info is really a mainstay of basic PR. It's the way you start the ball rolling with the press. The good thing is, if approached in the right way (whether you do-it-yourself or use an inexpensive professional, this activity need not cost the earth).

But do remember that you're presenting your business to the public. A release that's poorly written, with grammatical or spelling mistakes, or full of jargon, or long-winded and unfocused, can perform you more harm than good. Given the importance of PR, there's something to be said in favour of spending money on professional writing skills. PR writers don't just come out good English: they know how to structure a news release and present facts in a way that attracts busy journalists and grabs their attention.

Another question is: "When must i issue a news release?" Certainly, issuing releases willy-nilly, at whim, is no good. The time to produce a business announcement is once you have something topical and newsworthy to state (but remember: what you consider topical is probably not of interest to the wider world or to journalists). All releases need a strong 'hook' - quite simply, an angle that will appeal to editors and give your story a good potential for gaining coverage.

So, what will be considered newsworthy? For starters, perhaps you're launching a new service or product? Or opening a fresh branch? Or you're launching a spin-off venture from scratch? Whatever it is, it must be presented as offering something reasonably new and interesting, not only as a "me too".

Hopefully, your product or service has particular benefits and applications that will interest your market segment and generate interest. If whatever you're launching is technically innovative or it's being marketed within an unusual or high profile way, you could have the basis of a release. In this instance, be sure to don't fill your release with unnecessary jargon or marketing-speak which could alienate journalists, such as "the cost effective, integrated, seamless, one-stop-shop treatment for meet all of your business needs." Tell people what it really is you're actually offering. The above example is filled with hype but what's the merchandise? An accountancy service? A stationers? An abattoir?

Other company activities could be newsworthy. Have you appointed any new members of senior staff who've a reputation in your industry? Won a large contract or client? Get involved in a sponsorship deal? Have you received an accolade or won a business award? If so, the trade press may be interested.

Forthcoming events can provide ideal material for announcements. Are you currently holding any open days, speakers' panels, rallies or debates? Charity events or donations from your organisation to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are participating, your newsworthiness increase. The amount of interest will relate to the stature of one's company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it might be of national press interest. If Bloggs the Grocers held a similar event, the neighborhood paper would be the main target.

If you are seeking newsworthy stories, remember one of your very best assets - your personnel. Have any employees been recognised for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers your company has fulfilled? The neighborhood press might opt for a quirky human-interest story.

Whatever the reason behind your announcement, remember this rule of thumb: yet another pizzeria on a high street full of pizzerias will not gain many column inches, no matter how good the pizzas. But a pizzeria offering the hottest jalapenos in the united kingdom, singing waiters, Italian cocktails with every meal or three for the price of two (or something!) just might. Sometimes it's even worth coming up with an offer of some sort (particularly in retailing) simply to garner press interest.

Remember to monitor the news headlines for events to hook into. Is it possible to associate your organization with upcoming holidays, public projects, or fads? Statements that may seem controversial, such as stating your organisation's stance on a volatile public issue, might gain coverage. Perhaps you have conducted research that provides you statistics you can release?

Finally, if you are targeting different press sectors with the same story, write multiple releases rather than issuing one generic release. An announcement focusing on the metallurgy used to create your new range of stainless steel cooking pans would be of interest to the trade press. However, it wouldn't be looked at too thrilling by the approach to life press and women's magazines.

You need to think carefully about what you're announcing and who it's targeted at, rather than using the 'scattergun' approach and sending untargeted releases to whichever journalists you happen to find. Professional PR distributors retain up-to-date lists of all the journalists in each industrial sector and geographical region, and take a lot of care to target the right journalists with the right releases. If you are distributing your release yourself, several hours' homework pays enormous dividends.

By Press Dispensary http://www.pressdispensary.co.uk Press Dispensary is really a professional UK-based news release writing and distribution service that delivers news to the media and other opinion formers quickly and affordably.
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