This edition of Marketing Made Simple is going to focus on press releases.  There’s been a lot of talk on a lot of the forums and networks that I frequent in the last few weeks, and when I received an article from Katie Cruice Smith of Katie’s Pen called Press Releases Made Simple, this issue was a no brainer.

Press releases can be a very powerful tool.  Let’s fast forward to when you have your press release created (which Katie talks about a little later).  How do you get the most coverage out of your release?

First and foremost, I recommend looking up the local media outlets in your area.  Most of the time, I manually submit my press release to the local newspapers and the business journals of the 6 surrounding states.  This is after I submit my press release on PRWeb.com.

What I don’t do is just randomly fax or mass email these releases. Why?   Well, exactly how would that set me apart from the rest? 

I have a media contact list.  It lists all of the newspapers, radio stations, business journals and radio stations in the area that I want to submit to.  It also has a telephone number, email address and fax number.  The main difference in this spreadsheet is that I also have a name.  That’s right, a real person.

Setting this list up is the hardest and most time consuming aspect as I talk to everyone that I can rather than just get the information from the gatekeeper.  I ask how they prefer to receive press releases and make sure that I have their email address and fax number. 

Every three months, I go through this list and update my contacts.  It’s tedious and time consuming, I’ll be the first to admit, but there’s a method to my madness.

Media as a whole is a high turn over industry.  I like to make sure that I’m addressing my press release to a person who is still employed there.  Otherwise, it’s going right in the trash.  Why would they read it if it was addressed to someone who didn’t work there?

If a media outlet states that they prefer emailed press releases, I never mass email.  Each email is addressed to the person that it’s intended for.  For example, “Mr. Smith:  Please consider the following press release about the Fourth Annual Doing Business in Your Bathrobe Day” in an upcoming issue of the Times-Gazette.”  Then I paste the press release into the body of the email, I never attach it.

If they request the press releases by fax, I include the same information except I attach a cover page.  This ensures that it gets to the person that it was intended for.  I’m going to be honest with you.  I interned at the local NBC affiliate here in Roanoke when I was in high school.  It was my job to go through all the press releases that just piled up on the fax machine.  I don’t know about you, but I don’t want a high school kid deciding whether or not my release is news worthy.

I also recommend submitting your press release through an online service called PRWeb.com and anywhere else you can post a press release.  I’ve not gotten picked up by the media this way, but I have received additional link backs to my site and it does reach people online. 

In fact, just a few weeks ago, someone came across a press release of mine from November!  When they did, they gave me a call.  I had forgotten all about it!  So I went and Googled the title of my press release and sure enough, it’s all over the internet!  Press releases on the internet never expire!

Again, press releases, if written and submitted properly can be a tremendous, low cost addition to your marketing plan.  Always keep your eye out for reasons you can submit a press release.  You’d be surprised at how many opportunities are out there.

If you’re interested in learning more about press releases and how you can profit from them, I recommend Press Release Profits. Alice Seba is a retired press release writer and also offers a free eCourse that will get you started.

Also, be on the look out for more on press releases from me.  I’ve contacted employees in various newsrooms to pick their brain about what they look for in press releases, how they determine if it’s newsworthy and the biggest mistakes people make with press releases!  More to come on that!

Until next time…

**Please feel free to publish this article in your eZine or on your site.  Permission is granted to do so as long as you include this resource box.

Heather Jacobson doesn't pay for marketing or advertising if she doesn't have to. To learn how she does it and get 10 inexpensive marketing tactics visit http://www.10freetips.com

Press Releases Made Simple
By: Katie Cruice Smith

One key tool in marketing your business is the press release.  Similar to a newspaper or magazine article, a press release draws attention to your business by emphasizing its uniqueness in the community.  However, many people do not utilize press releases because they are overwhelmed by their lack of writing ability.  Here are some tips to follow that will make writing press releases much easier:

1.  Keep it short and simple.  Most newspaper and magazine editors will cut your press release to make it fit in a very small section.  The key is to try to keep your press release to only one page.  Editors have far too many press releases come across their desks and simply do not have the time to read several pages of copy.  They may even decide not to print your release because they just do not have time to read it.

2.  Make it newsworthy.  Remember that a press release is supposed to appear as an article and not as an ad.  Focus on what services your company can offer to the community and how your services are different from others in your industry.  If you are having a grand opening sale, emphasize it in your release.  Be sure to include some personal information about yourself such as where you live, how you started your business, and any kind of community service in which you are involved.  Remember that you are trying to gain the community’s trust in you so that they will want to use your services.

3.  Research the publication.  Make sure you know the target market of the newspaper or magazine to which you are sending your press release.  If you are sending your press release to a business magazine, focus on issues that would interest the business community.  If you are sending your release to a woman’s magazine, emphasize how your services can help women.  Editors have a limited amount of space for press releases and will only choose the ones that are of interest to their readers.

These are just some simple tips to help you start marketing with press releases.  As you get accustomed to seeing what editors will print in their publications, you will be able to fine-tune your writing skills to use as a successful marketing tool.

Katie Cruice Smith is a former newspaper reporter who uses her editing and writing abilities to assist business owners.  For professional writing in a professional world, visit www.katiespen.com. 

If you think you have a bad job….cl.ick here!

(This is actually a good example of Viral Marketing!)

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