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For all Prodinst feedsTHE POWER OF THE PRESS RELEASE
by Douglas Castle
This article was originally published in the Productivity Institute Newsletter
A news release, press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services are also used to distribute news releases. Sometimes news releases are sent for the purpose of announcing news conferences. A press release is different from a news article. A news article is a compilation of facts developed by journalists published in the news media, whereas a press release is designed to be sent to journalists in order to encourage them to develop articles on the subject. A press release is generally biased towards the objectives of the author. The use of news releases is common in the field of public relations, the aim of which is to attract favorable media attention to the PR firm’s client, and publicity, the aim of which is to attract favorable media attention for products marketed by the clients.
A press release or news release (which is a variation on the same theme) is the most efficient means of reaching the largest potential audience with any information. In terms of cost per thousand (CPM) prospective viewers, it is also the most inexpensive. Smaller, less-established firms are often unaware of this, and tend to be intimidated by press campaigns. Sadly, they miss out on the extraordinary benefits of gaining exposure in both the print and e-media forums. For example: A single newswire service may distribute releases to 10,000 publications, each with an average readership of 10,000 persons or businesses (a total potential exposure of 100,000,000 readers!). If a mere 2% of the media were to “pick up” your release that would represent exposure of your information to 2,000,000 readers! What amazing metrics!
These metrics do not even take into account the favorable effects which you will certainly glean from increased reputability, enhanced branding, and elevated search engine rankings. Press releases include your email and telephone information so that readers can get back to you. Many of these readers ultimately turn out to become clients, or are journalists wishing to quote you or interview you as an expert. What could be better?
The qualitative factors which will impact the effectiveness of a release include: the headline and sub header; the market selected (geographically and in terms of subject focus); the editorial quality and newsworthiness of the submission; the incorporation of hyperlinks (where permitted) into the text body of the release; and the keywords “implanted” into the release, especially for the purposes of elevating the client company’s search engine rankings and positioning. The preparation and submission of a press release or of a series of press releases is a task best undertaken by an expert.
Give some serious consideration to adding press releases and a publicity campaign to your marketing mix for 2009.
ABOUT THE AUTHOR:
Douglas Castle (http://aboutdouglascastle.blogspot.com) is an expert at publicity and public relations for corporate and personal branding and image-building. He operates The Castle Consultancy, and is an advisor, managing member and a director of several companies in diverse industries. Mr. Castle can be reached by telephone (toll-free) at 888.317.6498 (Extension 5). He also authors, co-authors and manages a number of websites and blogs, some of which are listed below:
THE NATIONAL NETWORKER- We Are Networking
BRAINTENANCE - Stay Razor Sharp
INTERNAL ENERGY PLUS - Human Potential
