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Build
Awareness Using Press Releases
Summary: Are you
using press releases to promote
your business, but not getting the results you
want? Learn how to increase the effectiveness
of your press releases with these simple tips.
Word Count: 422
Press releases are powerful tools! They carry the
implied endorsement of the media that publishes
them, helping you spread the word about your
brand. However, since they are not paid
advertising, you cannot control if your release
will get published.
Chris Brown, founder of Marketing Resources &
Results, suggest you increase your opportunity of
getting into the media by using these tips:
Write like a reporter:
º Use proper formatting - Keep the release to one
page, double-spaced, with the 5 W's in the lead
(who, what, when, where, & why.) Don't use "our"
referring to the company or its products and
customers or "you" referring to consumers.
º Use an active voice, not a passive voice -
Active is straightforward: ABC Company introduced
a new product. Passive is backwards: A new
product was introduced by ABC Company.
º Make it newsworthy - How does this information
impact the community, the industry, the company?
Why should the reader care? If you can answer
these questions, this helps to make your story
more newsworthy. Avoid superlatives and fluff.
º Be prepared - Create a backgrounder and fact
sheet to follow up on your story. The reporter may
want to do a feature story based on your press
release. Include a media contact so the reporter
knows who to contact.
Create a Headline to Grab Attention:
º Use an active verb. Avoid the "is" "was"
"has"
type of verb. Common headline verbs include:
announced, formed, introduced, awarded, etc.
º Keep it to one sentence. If you need more
space, use a sub head in italics below the main
headline, but be careful. Some news organizations
run both the headline and sub head together so you
don't repeat the main thought of the headline,
only expand it.
º Identify your organization. Increase visibility
by using the name of your company in the headline.
º Stress the benefits - Use a subhead to explain
why your announcement is important to a certain
target audience. A subhead helps the reporter
identify if the story is important to their
readers and appropriate for their publication.
Include a summary paragraph:
º Write an "about" statement - Keep it 2 to 3
sentences long. This allows the reporter to
categorize your company. Include your web site.
º Include contact information - Help the reader
contact the appropriate department if additional
information is needed.
By using these tips, you'll find that your press
releases will be increasingly be picked up by the
media and you'll begin to achieve wider awareness
with your target marketing.
© 2005 Chris
Brown, president of Marketing
Resources & Results, a full-service marketing
firm located between Cleveland and Akron. They
help businesses introduce new products and build
brands by providing innovative, cost-effective
marketing solutions. To find out more, visit
http://www.resources-results.com/
.
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