Beware the Press Release!
If you are a new entrepreneur, the first thing you probably think of when you hear “PR” is to send out a press release. And although press releases have their place as media-relationship building tools and announcements, there is a much better way to get some great, press mentions.
In fact, if you send out a poorly written press release to the wrong people, you can do more harm than good. Reporters receive hundreds of press releases each day, and have no problem instantly deleting or pitching the bad ones. What Should You Do? Conduct research first. Start with a few simple questions:
Who do you want to talk about your business?
Who is the appropriate media member to contact?
What is that person going to care about?
Once you have your talking points together, pick up the phone and introduce yourself to the reporter. Give your story succinctly and with passion. You have a 50/50 chance – The reporter will want more information or thank you for calling. Either way, you’ve started to build a valuable, media relationship. Use PR to Your Advantage. In today’s tough economic times, public-relations activities can help your business grow quickly through credible, third-party media mentions and word-of-mouth buzz. But if you don’t take the time to develop and practice pitching your unique story idea, or hire an experienced expert to do it for you, all of your efforts can be a complete waste of time and money.
By Melanie Rembrandt
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