Notes

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

There's a lot of research showing that young companies - weighed down by the business enterprise of simply owning a new business - pay scant focus on PR, yet that's just what they must be doing from the very start to get their names and products known. For most businesses, PR isn't about spin or the abstract maintaining of "good relations" with the press and public; it's simply about telling individuals who you and your products or services are there and letting them know why they must 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. more info 's about making your sales easier.

Issuing press releases is really a mainstay of basic PR. It's the method that you start the ball rolling with the press. The good news is, if approached correctly (whether you do-it-yourself or use an affordable professional, this activity need not cost the earth).

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

The next question is: "When must i issue a press release?" Certainly, issuing releases willy-nilly, at whim, is no good. The time to produce a business announcement is when you have something topical and newsworthy to state (but remember: what you consider topical may not be of interest to the wider world or even to journalists). All releases need a strong 'hook' - basically, an angle that will appeal to editors and present your story an excellent chance of gaining coverage.

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

Hopefully, your service or product has particular benefits and applications that will appeal to your market segment and generate interest. If whatever you're launching is technically innovative or it's being marketed within an unusual or visible way, you might have the basis of a release. In cases like this, ensure you 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 your business needs." Tell people what it really is you're actually offering. The above example is full of hype but what's the merchandise? An accountancy service? A stationers? An abattoir?

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

Forthcoming events can provide ideal material for announcements. Are you 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 will increase. read more of interest will relate with the stature of your company and the type 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 local paper will be the main target.

When you're seeking newsworthy stories, don't forget 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 local press might opt for a quirky human-interest story.

Whatever the reason for your announcement, remember this guideline: another pizzeria on a high street filled with pizzerias won't gain many column inches, no matter how good the pizzas. But a pizzeria offering the latest jalapenos in the united kingdom, singing waiters, Italian cocktails with every meal or three for the price of two (or something!) read more just. Sometimes it's even worth discovering an offer of some sort (particularly in retailing) only 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 for example stating your organisation's stance on a volatile public issue, might gain coverage. Perhaps you have conducted research that provides you statistics you could 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 generate your new selection of stainless cooking pans would be of interest to the trade press. However, it wouldn't be considered too thrilling by the lifestyle press and women's magazines.

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

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