'Want free publicity - write a press release'. This is a well-known statement and many small business owners practice that. But still, there are some who think that running ads is easier and much better. How wrong they are! If only they could realize the impact of a press release compared to an ad they would not hesitate to use this marketing strategy.
One of the most valuable advantages of press releases is that the majority does not know that the stories they read are taken from press releases and perceive them to be common news stories. Now let us see why press releases are really significant to business:
· When reading an article in the newspaper what do people think? They are sure that it is true.
· Even those who are sure that "you can not believe everything you read" still consider a story to be true, because a notable newspaper published it.
· Now, if people see an advertisement do they really believe it without any questions? It is hardly so.
· People realize that the company pays for an ad and it has a specific purpose - to sell something. So they will never believe an advertisement, just because it is printed... even if they see it in the same newspaper!
That is the key. People believe a news story because they think it is impartial and has the purpose to inform and educate, not to sell. If people trust the news story, they trust the subject of it and are ready to act as it suggests: buy the products it recommends or deal with the company it describes. This is exactly the purpose of advertising - to make customers trust the company and its products or services.
So, if are you ready to become proficient in writing press releases, you need to follow the tips below:
1. Write news items, not sales letters. Do not forget that a press release is sometimes called a news release, because it offers news.
2. Explain why your news is important to readers. The editors' job is to satisfy the reader, so help them to do that.
3. Provide facts. In order to include all the information, answer the questions: Who? What? Where? When? Why? How?
4. Do not forget about a strong and informative headline, because it makes the 'first impression'.
5. Make your story simple and understandable to the audience. Use short sentences, simple language and do not make it long.
6. Target your release.
7. Try to think of what makes it informative.
8. Use proper formats for your press release to make editors' work easier.
9. Proof it carefully!
10. Distribute your press release.