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PR-Affordable, Effective Marketing Tool
September 2007 
Get to the Point
Determine Your Target
Develop Contacts
Brainstorm Topics and Write the Release
Deliver the Release
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Greetings!

Every day, your customers and potential customers are inundated with advertising messages. So, unless you have the advertising budget of Coca Cola, you need to find another way to reach your target audience.

Public Relations is a good way to do that. But how do you get your name in print? Like any other marketing endeavor, start with a plan.
Determine Your Target
 
Make a list of all the publications in your area: newspapers, daily and weekly, regional business journals, and free about-town fliers. Don't forget the Chamber of Commerce and other business association newsletters.
Develop Contacts
 
Read publications looking for articles appealing to your target audience. Make a note of the primary editor or reporter for the sections where you would like your story to appear. Contact these people directly.
Brainstorm Topics and Write the Release
 

Now it's time to write the release. Be sure your information is newsworthy and not simply advertising copy in press release format. Potential topics include: new employees, new products or services, new facilities, a launch of a new web site, an anniversary celebration or signing of a new, high profile client.

 

A short, one-page press release has the best chance of getting published. Include some background information, a quote form you or another high-ranking person in the organization and the contact information. Keep it simple.  If the media wants more information, they will call you! 

 

Examples of Press Releases

Deliver the Release
Be sure you send your press release to the right person, and send it with their preferred delivery method. While a few editors still request faxed press releases, most prefer e-mail.

If you use e-mail, paste the text in the body of the document, not as an attachment. If photos are part of the release send a low res GIF so the email does not get too larger.  Let the editor/writer know a higher resolution version of the photo is available.

If you are not sure how to convert the photo, then regular mail is still the best way to present your information. 

Even if your release is not picked up, it can be an effective marketing tool. Post it on your web site in the media room area, use it as a direct mail piece or handout for sales calls. And if the articles are picked up, use these same techniques to distribute the actual copies

Need help with your press release? Contact Roundpeg today!
 
Sincerely,
 

Lorraine Ball
roundpeg
317.569.1396

Have a Story to Tell?
 
Send us your release, and we will add it to IndyBiz