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Does Public Relations Really Matter?
It does if you want results like these! It does if you want results like these: 0 Make sales prospects aware of your product and service values and convert many of them to customers. 0 Reinforce those same product and service...
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Organized Crime Expert - Amway Just Like Mafia Amway knew it was in trouble when the internet arrived and the details about the company’s pyramid schemes began appearing online. A memo dated Dec 19, 1997, that surfaced in a lawsuit, contains the...
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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.

 

PR.com: Directory of Businesses Jobs Press Releases Products ...
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The latest news on public relations delivered FREE right to your inbox. ... Psycho-Geometrics Help You Know What 'Shape' Your PR Team's Personality Is In ...
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O'Dwyer's Public Relations News - odwyerpr.com
Features breaking news about the public relations industry, a database of PR firms, listing of PR service firms, client search tool and job postings.
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PR News Online — Trusted Source for Public Relations News, PR ...
E-letter. The latest news on public relations delivered FREE right to your inbox. ... Share ideas with your peers in PR News' just-launched Forum ...
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Linux PR:
Comprehensive Press Release and Public Relations resource for the Linux community.
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Escape to Puerto Rico - Your Internet Guide to Puerto Rico
Internet guide to everything Puerto Rico. Offers lots of photos, accommodations and travel information from around the Island.
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