Notes

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

There's plenty of research showing that young companies - weighed down by the business enterprise of simply owning a home based business - pay scant focus on PR, yet that's just what they should be doing from the start to obtain 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 letting them know why they must be interested. website 's about getting column inches in newspapers and magazines and fulfilling the adage that an inch of good editorial will probably be worth a page of advertising. It's about making your sales easier.

Issuing press releases 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 correctly (whether you do it yourself or use an inexpensive professional, this activity do not need to cost the planet earth).

But do remember you are presenting your organization to the public. A release that's poorly written, with grammatical or spelling mistakes, or filled with 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 turn out good English: they understand how to structure a news release and present facts in a manner that appeals to busy journalists and grabs their attention.

Another question is: "When must i issue a news release?" Certainly, issuing releases willy-nilly, at whim, is not any good. The time to produce a business announcement is if you have something topical and newsworthy to state (but remember: everything 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 which will appeal to editors and present your story a good chance of gaining coverage.

So, what would be considered newsworthy? For starters, perhaps you're launching a new product or service? Or opening a new 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 just as a "me too".

Hopefully, your service or product 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 in an unusual or high profile way, you could have the basis of a release. In this case, make sure 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 of your business needs." Tell people what it really is you're actually offering. The aforementioned 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 may 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 own organisation to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate with the stature of one's company and the type of your event. If a famous chocolate factory held an open day with lots of freebies, it could be of national press interest. If Bloggs the Grocers held an identical event, the local 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 decide on a quirky human-interest story.

Whatever the reason behind your announcement, remember this guideline: another pizzeria on a higher street full of pizzerias won't gain many column inches, regardless of how good the pizzas. But a pizzeria offering the hottest jalapenos in the UK, singing waiters, Italian cocktails with every meal or three for the price tag on two (or something!) just might. Sometimes it's even worth discovering an offer of some kind (particularly in retailing) only to garner press interest.

Remember to monitor the news for events to hook into. Is it possible to associate your organization with upcoming holidays, public projects, or fads? Statements that might 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 gives you statistics you can release?

Finally, if you are targeting different press sectors with the same story, write multiple releases instead of issuing one generic release. An announcement focusing on the metallurgy used to generate your new range of stainless 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 utilizing 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 have a lot of care to target the right journalists with the right releases. If you are distributing your release yourself, a few 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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