Online Press Release 101 - Publicity & Promotion - Biznik
By Barry Hurd
Whether you use word-of-mouth marketing at the local coffee shop or submit to the communication gurus, start by understanding the five starting points of press release 101.
Know what you are pitching, what you have to offer, and who you are pitching it to. Almost 30 million people a month use Google and Yahoo News to find relevant and local news content.
To understand what type of impact a press release can have on business, we can use the Seattle metro as an example: the Seattle Times has a Sunday readership of 1.1 million, and an online monthly readership of 3.5 million. If you stop and realize this is for the entire paper and site at Seattle Times in comparison to just PR news, the numbers start to be very comparable on a local level.Now think for a moment and multiply that result by fifty states.
From PR Web and PEW research: "Research has shown that editors take approximately 7 seconds to read your headlines and first paragraph. * 98% of journalists go online daily * 92% for article research * 81% to do searching * 76% to find new sources, experts * 73% to find press releasesOn an average day, 68 million American adults go online * 30% use a search engine to find information * 27% get news"
With that math in your head, lets take a look at the basics of press releases.
1- What is a press release?A press release is a short, direct, and concise statement that pitches your idea, service, or product. It needs to be written so that it grabs attention, gives fast and relevant information, and saves the communication specialist time when they utilize the information.
2- What is a newswire?The newswire historically was a service that sent your press release to newsrooms, websites, radio, tv stations, and other media outlets. Over the past few years the newswire has been evolving to catch-up with how online media is transforming the PR industry.
3- What newswire services should I use?There are two free services that transmit your press release, both http://biznik.com/click?u=http%3A//www.pr.com/&t=www.pr.com and http://biznik.com/click?u=http%3A//www.prleap.com/&t=www.prleap.com. Be warned - if you have a competitive market or lackluster release, you get what you pay for. http://biznik.com/click?u=http%3A//www.prweb.com/&t=www.prweb.com and http://biznik.com/click?u=http%3A//www.prnewswire.com/&t=www.prnewswire.com both offer paid versions of newswire, and are better options for businesses that want to be competitive.
4- Who receives a press release when using a newswire?That is an amazingly complex question. In reality, newswires have become almost like radio stations. Hundreds or even thousands of communication specialists will read your release, but they may not act on it.Almost all newswire services reach major online portals such as Google and Yahoo. A variety of other online news portals also syndicate the content: NBCi, AskJeeves, MSN News, etc. Social media sites such as Technorati, Mashup, and TechCrunch also monitor newswire syndication.
5- What makes a good press release?Think of a good press release as a one page introduction to who you are and what you have to offer. This letter is going to go onto the desk of someone who reads hundreds of them each day, who has the unfortunately daunting task of deciding which one is ” news worthy” and requires honorable mention in the media source they work with.
Tips to improve your press release success-
Be bold. You have seven seconds to get some attention. If your first line or two doesn’t suck them into what you are saying, they will not continue or be impressed.
Be brief. One page. The important section is the first paragraph. Anything past one page is a sure fire travel plan to the round filing cabinet.
Be timely. Link everything you say to something else that is newsworthy. Publishers and communication professionals are looking for ways to connect your story to something else that is HOT! If you do this for them, they like you.
Be available. List your contact info. Answer your phone. Read your e-mail. Be fast in responding. If they are kind enough to send an inquiry, be kind enough to send back a response the same day!
Be ready. Have your longer statement ready for when they reach out. A press release is like getting a “yes” from someone for a first date. Make sure you are ready, well mannered, and kicking it up a notch when you meet them for questions and answers.
If you really want to see how the online and social media realm is affecting the world of publication relations and press releases, you can take a quick read through www.myragan.com - Online Press Release 101 - Publicity & promotion - Biznik
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