Emerald Business Systems Blog

“Press releases effective if done right”

Posted in General Business by ebs4pos on December 20, 2009

Question: Can you give me guidance on use of press releases?

Answer: Press releases can be a simple, effective publicity tool for your business. While you don’t have to be a public relations expert to create an effective release, a potentially newsworthy item may be overlooked if the release is poorly organized or doesn’t seem newsworthy.

News is information that is worth sharing. But the release must be about news, not just a sales pitch. Imagine you are a reader (or editor) with little or no familiarity with your business. Think about what might appeal to you. Some things are obvious, such as a new location, an expansion or a big contract that allows your company to hire new employees during a recession. Other interesting items can be created.

Some media outlets might use helpful hints you can offer, based on your business expertise. If you’re an accountant, for example, a list of tips for getting organized at income tax time may be useful. Gift shop owners can prepare a list of innovative ideas for specific holidays, or acceptable items to send service personnel overseas. Even media outlets that don’t use this type of information sometimes keep it on file for use in a larger story, or put you in their file of potential sources for future stories.

via Business: Home | “Press releases effective if done right” | The Register-Guard | Eugene, Oregon.


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