Publicity & Promotion
Most small business owners have never explored the possibility of employing a Press Release.
A well-crafted Press Release can spice up your advertising campaign — and garner both local and national attention. The simple fact is this — if you have a business, you need a press release.
Have you ever noticed how so many television magazines so often refer to “the buzz”? Buzz is what creates interest — be it in a product, a service, a company, a person, or a brand. Determine what will create buzz for your business, and focus your Press Release on it.
Some examples of things that create buzz are — limited quantities, contests or sweeps, new launches, product placements in high profile venues, controversy (everyone loves a scandal!).
How Does a Press Release Work?
There are lots of great reasons to send out a Press Release:
- Opened a new Business or Location
- Promotion of employee, naming a new board of directors
- Offering a new service, solving a common problem
- Announcing a contest
- Launching a new product
What Makes for a Great Release?
Expert Status:
If you are an expert at something (and everyone is, according to Seth Godin), then that is the perfect topic for your release. But, being an expert is no fun when nobody knows about it. Forget everything mom ever taught you about being modest — go ahead and toot your own horn. If your release can convey your expert status, you’re good to go.
Promote Awareness:
Are you passionate about a specific cause? Whether it is the plight of an endangered species or the cancellation of your favorite sitcom, you can create a press release about it. If your goal is to gain support and publicity for your cause, you’ll need to provide the necessary details about your cause. Don’t assume everyone is aware of it — give a bit of general information, and direct them to a website where interested parties can learn more.
Inspire Action:
What is the goal of your release? Do you want to get donations for your favorite charity, or sell tickets for a concert? Provide the necessary details so that folks can take action. If you want to get me to your website, provide me a reason to go, and don’t forget to include the web address. This is in addition to providing it in the contact information. Remember these five little words….”Wild Thing, you move me.”
Pique Interest:
Have you successfully solved one of life’s problems, like how to get the last bit of toothpaste out of the tube? Your press release should proudly proclaim it — and do so in such a way that everyone who reads the release (and has struggled with this problem), will want to seek you out for the solution. There is a fine line between creating interest and unnecessary hype, so be sure you know the difference, and stay within the boundaries. Save the sales pitch for your store, or your website.
Create Opportunities:
Will your press release bring you other opportunities? Remember this simple truth — press begets press. Leverage coverage you’ve gotten in the past in order to secure new coverage. Nobody wants to be “scooped” — you can use that knowledge to your advantage. You can use a press release to promote a speaking engagement, and use coverage of that event to get yourself on a local radio program, etc. Build upon successes.
Create Controversy:
Think of this as the “Brangelina Effect.” Nothing sells papers like controversy. How do you use that in a press release? Well, it’s easy actually. You can make a bold statement that will start a heated debate, or you could plan an over-the-top publicity stunt. These are just two ideas, but you get the picture. Remember, don’t go for tabloid talk — if you want to be taken seriously, make sure you maintain a level of professionalism in anything you do.
What will the Diva do for You?
With over twenty years’ experience, I have the proven market expertise to prepare a Press Release that is all at once timely, objective, and newsworthy. Why take the chance of losing out on a prime media outlet because your Press Release was in the wrong format, or worse yet — worded more like a “sales pitch” than a news release?
- Conceive & Develop Your Strategy
- Position Your Story
- Craft Your Press Release
- Process Pitch Distribution
- Develop Press Kit/Media Room
- Coordinate Social Media Efforts
Your Press Release will be created based upon information you provide. After receiving your order, we will forward our Information Questionnaire to you — it covers all of the information we will need in order to create a Press Release for you.
Based upon your subject matter, I will work closely with you to target media outlets that will have interest in your subject matter. Others may offer to blast out your news release to hundreds, or even thousands of outlets — but if your release is not relevant to their market, what’s the point in that? Trust the Promo Diva® — after all, promotion is what I do!
Samples:
- http://www.prweb.com/releases/liposuction/alternative/prweb1074424.htm
- http://www.prweb.com/releases/stop/hackers/prweb1062754.htm
- http://www.prweb.com/releases/2005/03/prweb217178.htm
- http://www.prweb.com/releases/2006/03/prweb365382.htm
- http://www.prweb.com/releases/2007/03/prweb511079.htm
Let’s Get Started – Contact Traci Today!
Do You Have a Media Room? What About a Press Kit?
Media Kits, also known as Press Kits, are an effective promotional tool for businesses of all sizes. Whether you select a traditional print version, or opt a more cost-effective version such as a CD or online Press Room, the value they provide to your business can be significant.
Media Kits are crucial to your publicity endeavors. They can serve to tell your company story, provide additional information for potential investors, customers, and media outlets. They provide a professional introduction for your company and products at trade shows. They are a strong compliment to a promotional sales sample, and can serve as an invaluable tool for your sales representation.
Why Use a Virtual Press Kit?
- Allows media instant access 24/7.
- Huge cost savings & easily updated
- Increases your Search Engine ranking with additional relevant web content
- Increases customer confidence by providing information not found elsewhere
- Eliminates the potential for lost or misrouted mail pieces
- Press begets press. Showcasing past features will attract additional publicity.
What Items Should Be Included?
Most of the basic elements of your Press Kit are items that you already have. The key is getting them translated into a professional, streamlined format, and organized for ease of use.
Below are some components of a typical Press Kit:
- Introduction/Pitch Letter
- Company Overview – Bio’s of Principals, Business location, etc.
- Market/Demographic Information
- FAQ Sheet
- Product Information – Sell Sheets
- A Recent Press Release or News Feature
- Product Photos
- List of Upcoming Special Events & Appearances
- Camera Ready Art – Logos or Relevant Graphics
- Information on Industry Memberships, Honors, etc.
What Should I Put in My Press Room?
Your website’s press room should provide easy access to any relevant information that a journalist may need in order to write a story on you or your business. Your goal is to make it as comprehensive (and timely) as possible. Make sure you keep the materials in your press room up to date at all times, and include any new releases or media features as soon as they become available.
Include in your press room:
- Complete Digital Press Kit
- Headshots of Company Principals
- Print-quality photos of products and logos (color and b&w)
- All recent press releases (going back at least one year)
- Product literature/brochures
- Multi-media items (audio or video)
Let’s Get Started – Contact Traci Today!
