Press Releases
Shout Out Your News to the Media
Press releases help you get the word out about big events, riveting announcements and major breakthroughs that deserve immediate attention from media outlets. Too often, though, marketing agencies, project managers and business owners spend an inordinate amount of time creating press releases that go nowhere.
There are times when a social media post may get as much traction, or more, than a press release. For example, if you’re having a big sale, launching a new website or kicking off a branding campaign, turn to social media, especially if your customer base hangs out there. Getting the word out through a press release for more mundane announcements won’t get you written up in the local (or national) news.
Use former journalists to write your press release
A well-crafted press release on a relevant topic adds credibility to your business. Right, wrong or indifferent, people are more likely to respond positively when a reporter writes about you. Reporting is objective, while advertising is self-serving.
Important Distinctions
To get the attention from media outlets and social influencers, hire a press release writer to:
- Promote a significant event at your business
- Offer timely advice about a current event or season
- Announce something that previously was secret
- Generate conversations and controversial chatter
A professional press release writer carefully considers other options when your topic isn’t newsworthy. Sure, an announcement in the press is a huge deal for your business, but does it answer the question that editors ask: “Why should I care?” To maintain your credibility with journalists and bloggers, know when to use a press release. Don’t use one to:
- Drive traffic to your website
- Get free advertising
- Announce new hires
- Promote a grand opening
- Plaster the media with your brand
- Introduce a new or revised website
- Get attention about a sale, unless it’s a Going Out of Business sale
Avoid the Circular File
Press releases present a double-edged weapon. Because of their authority, well-regarded news writers and social media influencers receive hundreds of press releases a week. They give each press release from 5 to 30 seconds to make an impression.
To avoid the circular file, otherwise known as the waste basket, your press release must grab attention from media producers and reporters from the very first sentence. It must effectively present a story that’s worth following up. And it must be empirically correct. Journalists don’t have time to correct your mistakes.
Professional press release writers are ready
Grab Attention from the Media
Getting the word out to the right audience is a key factor in employing a press release successfully. Target the audience most likely to find your news of interest. Find a PR distribution site aimed at your specific target market. Develop an email list of the most important publications that cover your industry.
To increase your odds of success, hire a press release writer who knows how to grab attention. Then distribute the PR appropriately. A press release works best when it’s accompanied by a follow-up call or email. Building relationships with important media contacts gives your press releases that much more authority.
Hire a former reporter and a professional editor to create a press release worth crowing about!
One More Task off Your Plate
Just like the time it takes you to produce weekly blog posts, writing press releases takes time away from running your business. In the same vein, tasking your office manager or a sales person to write the press release takes them away from their normal duties. Besides, you presumably hired them to fill their current roles, not to write press releases.
And if you’re already using the marketing power of weekly blogs and regular electronic newsletters, you don’t need press releases as often as you did in the past. Keeping a third-party press release writer on speed dial is the best solution to suit your occasional needs.
Choose Ray Access for Our Experience
The principals of Ray Access tackle your press release needs personally because they are the experts. CEO Linda Ray is a former reporter who spent many years receiving press releases. She knows what garners you a follow-up call. Director Mark Bloom spent years in the book publishing field. He knows what creates interest. Between them, they make your press release irresistible.
A professional press release writer increases your chances of getting noticed by the media. That’s well worth a small investment — usually just $150. Instead of trying to create a press release that you think will entice reporters, use one that you know will cry out for further action because it’s written by a former journalist.
In addition to a professionally written press release, you also receive professional editing before the notice even hits your inbox. While the team at Ray Access likes to have a week or more to turn around a completed press release, they’re always available to help you with an urgent matter. For a slight rush fee, you can have your press release ready for the media in as little as 24 hours!