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Defining The Qualities of A Professional
In today's business climate we are experiencing more interest in professionalism. The past five years provided many successes; however, most have been overshadowed by the non-ethical behavior of a few. Some people lost most of their retirement...
Does Martha Stewart Have Soul?
DOES MARTHA STEWART HAVE SOUL? By Stephanie Yeh and Raymond Yeh Whether you think Martha Stewart deserves more, less or no jail time (more than 43% of respondents in a recent USA Today poll thought she should spend more time in jail), the diva of...
Easy Motivation Basics
Keeping yourself motivated to succeed is one of the most important yet overlooked aspects of any business, online businesses included. It can be difficult at times, but success is highly dependent on how much you want it. Of course everyone wants...
Reaching for the Brass Ring
REACHING FOR THE BRASS RING By Chas Brothers So, you’ve decided to go into business for yourself to capture your part of the “American Dream”. Now that that’s all settled where the heck do we go from here? Many people wake up each day because an...
Ten Customer Service Secrets to Win Back Customers
Recently I was facilitating an Outstanding Customer Service program and broke for lunch. Knowing that the restaurants in the area had much to desire as far as service I gave the students an extra fifteen minutes for lunch. Sure enough a group of...
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Permanent Press: Using Press Releases to Keep Your Company in the News
When is your best advertisement not an advertisement? When it’s a press release.
In the competition for consumer attention, a well-written press release is one of your most valuable marketing tools.
Why is it vital to put yourself in the news?
Because most of us attend differently to the news than we do to advertisements. We make certain assumptions about the news, for example, that it is important, simply because it is news. We count on news editors and publishers to carefully sift through potential story leads and choose only the most relevant to report.
Many of us attribute a higher level of credibility to a news report than we do to a commercial claim. We accept (even expect) a degree of “spin” in advertising that we won’t tolerate in a news report.
And the majority of us simply pay more attention to the news than we do to advertisements. Other than maybe during the Super Bowl, when is the last time you heard someone say, “Oh, good— the commercials are on now”?
A press release puts you on the front page of the public mind. It is an opportunity to build name recognition and generate interest in your company without delivering a sales message. If you’re not sure that you have anything newsworthy to report, think of a press release as a chance for the general public to go beyond your front door and to get to know your company and its employees.
Use a
press release to announce:
• Formation of a new partnership or division
• Corporate citizenship or community involvement
• Launch of a new product, service or capability
• Company anniversary or milestone
• Recent awards, certifications, publications or patents
• Sponsorships, grants or educational opportunities
Successful marketers cultivate symbiotic relationships with the press. News editors and publishers need content; your business needs exposure. Relevant, well-written press releases are a way to establish yourself as a resource in your industry and to confirm your company as one to watch.
Quality interactions with the media generally lead to more quality interactions with the media, which leads to quality interactions with potential customers. Learn to harness the power of the press release and you too can enjoy the benefits of permanent press.
Copyright ©2005 by Dennis and Sally Bacchetta. All rights reserved.
About the Author
Dennis Bacchetta is a Marketing Professional who writes on a variety of topics, including emerging technologies.
Sally Bacchetta is an award-winning sales trainer and freelance writer. She has published articles on a variety of topics, including selling skills, motivation, and pharmaceutical sales.
Visit her website at www.sallybacchetta.com.
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