Last month we discussed how press releases can be an extremely powerful marketing and public relations tool for companies in our industry.  Their ability to increase search engine optimization and be viewed by thousands who subscribe to Google Alerts and other similar services illustrates why they are not just written to be picked up by the media.

Press releases are meant to be short informational (news) updates; they are not long white papers or in-depth coverage of an event.  As such, it is imperative that when writing a press release that the author captures the viewers' attention quickly through well thought out titles and summaries.  One of the most successful ways of doing this is to connect your press release to something that is receiving heavy media attention right now.  This can be used to make your title and summary relevant and eye catching.

For example: a press release could be written by an IAQ consulting firm that offers VOC testing in South Dakota.  That company could write a headline and introduction that discusses VOC off-gassing from oil that is washing up on the shores of the Gulf of Mexico and the dangers associated with exposure.  The press release could then transition into how VOCs in indoor environments and from vapor intrusion are also a danger.   

Another example:  a school in Tampa is closed for asbestos (or mold) remediation and makes the evening news.  A remediation firm in Tampa, who is not working on that project, writes a press release about how the school has been temporarily closed due to contamination and then transitions the story to talk about what their company has done to help other schools battle indoor environmental contaminants.

Most press release distribution services (such as www.prlog.org, www.webwire.com, etc.) require press release uploads to be broken into categories.  These typically include a title, summary, body, company information section, keywords, industries, etc. 

When writing a press release it is important to keep it short, many distribution service providers recommend a maximum of 400 words, but this can vary.  It is also beneficial to include one or two quotes in the body of text.

The press release should be written in third person and always remember to write in the style and technical level of the target audience.  One of the biggest mistakes I see in our industry is press releases that are heavy in technical components which are far too often written over the head of the intended readers.

Be sure to use appropriate keywords in not only the 'keyword uploading process' provided by press release distribution services, but also throughout the body of text.  The use of keywords is essential for getting picked up by search engines and Google Alerts.  Once picked up by Google Alerts the press release will be rebroadcast to hundred or even tens of thousands of Google Alert (and similar service providers based on your chosen keywords) subscribers at no charge to you.

Many press release distribution services also allow companies to include logos, photos and even video links (it is very simple to connect any videos you have uploaded to YouTube or your company website to the press release).  Some services charge a premium for this while others offer these services for free.

As the press release is being completed it is imperative that it be written so that the reader has access to more information and a way to contact your company.  Offer a link for more technical information on your website or via email request and be sure to include the company phone number, email address and website - all three.

Press releases are a great and inexpensive (even free) way to market your indoor air quality business.  Once you get used to writing them you will find they can be put together and released in just a few hours and their potential is enormous.  Companies in our industry should be releasing at least 2 of these per month.

Cochrane & Associates, LLC, the environmental, mold and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm works with clients to develop ways to maximize press releases.   We hope you consider making press releases a prominent part of your company's business development strategy.  We also invite you to visit our newest venture, the IAQ Video Network www.IAQTV.com.