The easiest way to gain free publicity for your business is to send out a news release. Although it seems hard to believe, the news media are waiting for your information. It's been estimated that 80 per cent of news stories originated from a press release.
Don't stop at one news release. You should send out a steady stream of news releases about your business. Of course, not all the releases you send out will get the media's attention. However, if just one release is picked up, you will get thousands of dollars of publicity, for free.
Here's a step by step process to develop a media campaign:
=> 1. Create a basic release template
The first step in getting into the swing of creating regular news releases is to create a couple of template files. I have two, one for electronic releases, and another for print releases.
Creating basic templates ensures that you can write your releases quickly. You can find templates for news releases online, at sites like PRWeb.
=> 2. Create a schedule to send out releases
Send out a news release at least once a month -- if you can, send out one a week.
Create a schedule to send out your news releases, and mark the schedule on your calendar. If necessary, hire a writer to write the releases for you.
News releases help you to tap into that vast unexploited market out there, of those people who have never heard of you and your business.
=> 3. Send releases to everyone who uses your services, not just to the media
In addition to sending out your press releases to the media, you should also send them to all your customers. It's a heads-up for everyone you deal with about what's happening in your business. Your current and inactive customers will be encouraged to send more business your way.
=> 4. Put each release onto the Media page of your Web site
Adding news releases to your site increases your site's ranking in the Web search engines, and makes it more likely that your clients will be able to find you.
News releases are a basic marketing technique. They help your business to grow with little effort. Write a news release a month, and watch your business take off.
=> 5. Keep on the lookout for "news" for your releases
As you work with clients, read newspapers and magazines, and as you go through your day, stay alert for material you can use.
For example, if you've just signed a new client, write a news release about it. Not only is this good advertising for your business, it's also great (free) advertising for your new client.
Please don't forget that you're not restricted to news about your business, or local businesses. If you think something is newsworthy, it's news.
You can also package tips as news releases. For example, think of the all UCE (Unsolicited Commercial Email) which is cluttering the Inboxes of business people everywhere. How do you deal with spam? How do your friends deal with it? How do your clients deal with it? Write a roundup news release: "The Top Ten Ways to Deal with Spam" and send it out.
Remember: it just takes one news release to blast your business to instant success. Send out a news release today.
Author of many books, including Making the Internet Work for Your Business, copywriter and journalist Angela Booth also writes copy for businesses large and small, and consults on search engine marketing. Angela has written copy for companies in many industries, ranging from technology and real estate to the jewellery trade. Her clients include major corporations like hp (Hewlett Packard), WestPac Bank, and Acer Computer. For copywriting services and marketing advice contact Angela at angelabooth.com. |
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