Press Releases and the Media Attention They Bring... Or NOT
Do you have pie-in-the-sky expectations of what a little PR can do? Does this sound like something that might come out of your mouth? "I'm looking for someone to send out a press release announcing my new product to every media contact in the nation. All I need to do is get on the Today Show or Oprah and this product will take off like gang-busters."
Aaaah, if it were only that easy.
Similarly, many people just don't really understand that editors won't publish press releases that aren't of particular interest to their readership.
If you have a story that you think people will truly be interested in, you will need to write a press release that is short, concise, and to the point. Make sure your email subject line gives the proper information to catch the editor's attention. And only send to the publications that have a particular interest in your production, service, or cause.
Editors receive hundreds, even thousands, of emails everyday. Make them want to open yours, and then glad that they did. Don't waste their time.
Then, after you send the release.... follow up.... follow up .... follow up.
If you repeatedly miss opportunities to send out press releases about your business, you are missing a valuable opportunity. PR is time-consuming and when your business is on the line, it's often best to hire a professional who has on-staff copywriters and relationships with the media.
If you're a small business, or a non-profit who is going it on their own.... Good luck! And keep these tips in mind.