Advertising and publicity are two completely
separate tools that a business often confuse with each other. While
advertising is used to keep your company, products, and/or services in
the mind of the public, publicity that is presented in the form of a news-worthy
story is usually viewed in a more trusted and positive light by the general
public.
Surprisingly, it’s estimated that 70 percent of
“news” comes from sources outside of the traditional media sources such
as the Associated Press and Reuters. The majority comes to media
channels in the form of press releases. These press releases are
then picked up, reported on, and delivered to the public as “news”.
This doesn’t mean that you can draft a
press release that is basically a self-advertisement for your business.
The information in the press release has to truly be newsworthy.
Otherwise, your press release will be vertically filed and never reach
its intended audience.
To ensure that your press release is newsworthy,
you will need to remain objective. This may be difficult since you
are dealing with your own company where all developments are considered
important and newsworthy. However, step back and write your press
release as if you were a third party looking in at your organization.
Would they find the information you are presenting in your press release
newsworthy? Is it something that you would want to read about? Why?
Try not to get discouraged if your press
release is not picked up immediately, or if it takes several releases and
attempts until you finally get the coverage you want. It may take a lot
of persistence to make the news, but sending press releases regularly --
monthly or even weekly will increase your chances of your press release
being picked up. Finally, if your press release is published, be
sure to ask for reprints for your press kit and/or to show your customers.
After all, its great publicity! |
