Page 74 - 101 Ways to Market Your Business

GENERATE FREE ‘WORD-OF-MOUTH’ ADVERTISING

16 Writing a press release

A press release is basically a facsimile sent to the media
advising them of a special event or a newsworthy event
they may be interested in covering. As part of the respon-
sibility of being a marketing company we send out press
releases for our customers all the time. We send these press
releases to the television stations, newspapers, radio stations
and industry publications if applicable.

Press releases are not just reserved for calamities and
world shattering news. Quite often newspapers, radio and
even television stations are very happy to release a story
about a new product or major event. The main criterion
is that it should not be blatant advertising but more a
general interest story that helps to get your company name
in the public profile.

It is worth remembering that the media need stories of
interest and they are always looking for articles or stories
that may appeal to their viewers.

Subjects that you could make a press release about
include the following:

• a company milestone (ten years, 100 employees, new
building etc.);

• an award of some sort;
• recognition from industry peers for an achievement;
• being successful in winning a contract;
• doing something that no one has done before;
• having a celebrity visit your business;
• a charity sponsorship; and
• an event that you are involved in.

Press releases should be short (a maximum of 250
words) with copies of relevant brochures and information
to back up what you are saying. Where possible it is good
to send out your press release several days before the actual

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