By J.Michael Palka
PART 3 of 3
Paying for Press Release
One of the reasons stated why press releases are more preferable is because they’re cheaper. Note though that this means they are cheaper compared to advertising methods. When browsing through different possibilities for press release distribution, it is still a good idea to spend more for the higher quality publications. The reason for this is fairly simple: you get what you paid for. Quality publications typically have a wider range, therefore making it possible for the business to reach a more extensive market for their products or services. Note that there are also free services today but it’s always a good idea to skip them and go for quality instead of quantity. Serious SMBs enlist the services of a professional publicist. A professional publicist understands how to get the most SEO and internet exposure from a press release.
Being a Source for the Press
One important aspect of press releases is becoming a viable source for the reporters. It’s important that businesses always make sure that they are within the reporter’s radar and are always considered whenever a relevant story is being made. This can be done by issuing press releases on a routine basis and informing the press that they are open for interviews or information about a particular topic. This kind of openness is something that will definitely be appreciated with the press community, ensuring that they will come back for more information. More importantly, the press will be more receptive when it comes to press releases.
Press Release Ideas
As already mentioned in the first part, press releases focus more on imparting or communicating information to the client. Most people are of the misconception that press releases are only ideal during the first few weeks of the business when announcing it to the public is necessary. This is not the case at all. There are so many reasons why a press release would be timely. Following are some good examples of a press release:
Press Release about Products
· Announcement of any discontinued products and when they will stop production.
· Product recalls if there are any.
· Changes in pricing, especially if there are decreases in the cost.
· Available freebies or handouts by the company and where to get them.
· New products and services to offer. Make sure to highlight any unique selling position one might have.
· New uses for the products that are currently in existence.
Customer Press Releases
· Customers who won prizes from the company.
· Customers that are given awards by the company for loyalty.
· Success stories by long time clients.
· Testimonials and letters of thanks provided by the customers.
· New clients, contracts or a record of achievement with customers.
Press Release for Marketing
· Being part of any trade show or exhibition that will happen in the future, allowing interested parties to make an appearance.
· Publishing a report about the business.
· Any studies that has been accomplished by the venture.
· Seminars that are to be held or being attended by the company.
· Public appearance of any of the business’s heads.
· Speaking engagements where business leaders will be seen.
· Announcing competitions and contests for the clients.
· Publishing the results of a poll or survey.
Press Release about the Company
· Any move or expansion made by the company should be reported to ensure that clients will know where to find them.
· Report celebrity visits, especially if they’re for a good cause.
· Boast about awards and certifications received by the organization, coming from a third party.
· Talk about any upcoming anniversaries of the company.
· Announce new memberships or joining new associations within the industry of the business.
· Print any projections or forecasts that the business finds relevant with their niche.
Press Release about the Company Staff
· Any award won by an employee related to the industry.
· New training programs that employees are required to attend or have attended.
· New appointments or those who have left the company.
· Qualifications received by the staff.
· Promotions of anyone within the staff.
· Formation of committees or to announce openness for membership and the like.
· Announcing milestones with employees as well as anniversaries.
Press Release using the News
This is probably one of the most effective methods of issuing a press release. By tying it to current news, businesses can ride in with the sudden surge of keyword popularity.
· Create an event in time with a holiday or any special occasion to make it news worthy.
· Using a national report for the local community.
· Publishing several facts and tying it with the company.
· Publishing information about a current controversy.
· Analyzing or predicting a stage of events.
Press Release and Community Service
Community service is always a good topic when it comes to press releases, mainly because of the positive vibe it brings to the company. Businesses that invest on community service are often more appreciated than those who do not.
· Contributions of the business to the community.
· Any civic activities that the company has participated in.
· Fund raising events within the local community.
· Participation in charities both local or within the state.
· Any internship that are currently offered within the school.
· Employee volunteers for the local community.
· Sponsorship of any activity within the area or even within the current state.
· Scholarships offered by the business.
· Honoring long term institutions.
· Any special events that will be hosted.
· Staging a debate for a cause.
· Organizing a tour, preferably something educational.
· Open days as well as any exhibits for public appreciation.
· Travelling for any assignments.
· Issuing a protest against current events.
Just remember one thing – the press release should be newsworthy! It should be something the public is concerned about and reflects directly on the business, whether they are a small or medium scale company. Always ask the question: why this? With a bit of creativity, businesses will find themselves not losing a single possibility for a press release.
Of course, it is also possible to combine different marketing strategies to get more extensive hits online. Just always keep in mind that press releases should get priority especially since they’re the ones that really drive good content. With a bit of practice, businesses should find their website skyrocketing to the top page with the help of well-placed and choice keywords.
Conclusion
Do not take press releases combined with creative SEO for granted. When done properly, this can be the most effective way for new and medium sized business to penetrate a market without having to spend thousands for it. Keep in mind that large companies are more capable of paying thousands for advertising so try going for the more unique yet effective route – press releases. And remember a good publicist will get the job done economically and efficiently.
J.Michael Palka has been involved in the MLM industry for over 30 years. He is known as one of the Godfathers of the industry for his promotional and PR work in helping give birth to the industry in the early 80’s. He also co-founded Millionaires in Motion, one of the most successful training programs in the industry. Today J.Michael helps companies understand and implement public relations campaigns.
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