PR tips for business

Question: Why should your business issue a press release? Answer: because you have something to say, you want to say it in public and a press release encourages the press to say it for you. And because you want to show your business in a favourable light from the outset and begin the longer-term process of building awareness and understanding of your product or service.

There's plenty of research to show that young companies ? weighed down by the business of simply running a new business ? pay scant attention to PR, yet that's exactly what they should be doing from the very start to get their names and products known. For most businesses, PR isn't about spin or the abstract maintaining of "good relations" with the press and public; it's simply about telling people that you and your products or services are there and letting them know why they should be interested. It's about getting column inches in newspapers and magazines and fulfilling the adage that an inch of good editorial is worth a page of advertising. It's about making your sales easier.

Issuing press releases is a mainstay of basic PR. It's how you start the ball rolling with the press. The good news is, if approached in the right way (whether you do it yourself or use an affordable professional, this activity need not cost the earth).

But do remember that you're presenting your business to the public. A release that's poorly written, with grammatical or spelling mistakes, or full of jargon, or long-winded and unfocused, can do you more harm than good. Given the importance of PR, there's something to be said in favour of paying for professional writing skills. PR writers don't just turn out good English: they know how to structure a press release and present facts in a way that appeals to busy journalists and grabs their attention.

The next question is: "When should I issue a press release?" Certainly, issuing releases willy-nilly, at whim, is no good. The time to make a business announcement is when you have something topical and newsworthy to say (but remember: what you consider topical might not be of interest to the wider world or to journalists). All releases need a strong 'hook' ? in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage.

So, what would be considered newsworthy? For starters, perhaps you're launching a new product or service? Or opening a new branch? Or you're launching a spin-off venture from scratch? Whatever it is, it should be presented as offering something reasonably new and interesting, not just as a "me too".

Hopefully, your product or service has particular benefits and applications that will appeal to your market segment and generate interest. If whatever you're launching is technically innovative or it's being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don't fill your release with unnecessary jargon or marketing-speak that could alienate journalists, such as "the cost effective, integrated, seamless, one-stop-shop solution to meet all your business needs." Tell people what it is you're actually offering. The above example is full of hype but what's the product? An accountancy service? A stationers? An abattoir?

Other company activities could be newsworthy. Have you appointed any new members of senior staff who have a reputation in your industry? Won a large contract or client? Become involved in a sponsorship deal? Have you received an accolade or won an industry award? If so, the trade press might be interested.

Forthcoming events can provide ideal material for announcements. Are you holding any open days, speakers' panels, rallies or debates? Charity events or donations from your organisation to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest. If Bloggs the Grocers held a similar event, the local paper would be the main target.

When you're seeking newsworthy stories, don't forget one of your best assets ? your personnel. Have any employees been recognised for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.

Whatever the reason for your announcement, remember this rule of thumb: yet another pizzeria on a high street full of pizzerias will not gain many column inches, no matter how good the pizzas. But a pizzeria offering the hottest jalapenos in the UK, singing waiters, Italian cocktails with every meal or three for the price of two (or something!) just might. Sometimes it's even worth coming up with an offer of some sort (particularly in retailing) simply to garner press interest.

Remember to monitor the news for events to hook into. Can you associate your company with upcoming holidays, public projects, or fads? Statements that might seem controversial, such as stating your organisation's stance on a volatile public issue, might gain coverage. Have you conducted research that gives you statistics you could release?

Finally, if you're targeting different press sectors with the same story, write multiple releases rather than issuing one generic release. An announcement focusing on the metallurgy used to create your new range of stainless steel cooking pans would be of interest to the trade press. However, it wouldn't be considered too thrilling by the lifestyle press and women's magazines.

You need to think carefully about what you're announcing and who it's aimed at, rather than using the 'scattergun' approach and sending untargeted releases to whichever journalists you happen to find. Professional PR distributors retain up-to-date lists of all the journalists in each industrial sector and geographical region, and take a great deal of care to target the right journalists with the right releases. If you're distributing your release yourself, a few hours' homework can pay enormous dividends.

By Press Dispensary http://www.pressdispensary.co.uk Press Dispensary is a professional UK-based press release writing and distribution service that delivers news to the media and other opinion formers quickly and affordably.

---

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Business Gifts for Your Clients and Employees

Tis' the season for business and corporate gift-giving! If you... Read More

What is GuerrillaPR Anyway?

Public relations is the art, as one of my colleagues... Read More

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

Advertising Is Dead. Long Live PR

Although I still believe there is a place for advertising... Read More

Custom Reasons for Custom Publishing

Once considered the stepchild of the publishing industry, custom publishing... Read More

The Press Release Method to Get Great Publicity

If you have had any experience in public relations or... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

Publicity: Write a Letter to the Editor for Free Publicity

Ever wonder why papers devote a page or more to... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Want To Join the Bandwagon? Be Sure It Has Wheels!

Here are two to-the-point questions recently posed by several association... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

8 Ways to Use Local Publicity to Drive Your Business

While scoring anice story in BusinessWeek or USA Today is... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

Transparency in Online Transactions

In these days of every increasing demand and competition, there... Read More

How PR Helps Managers Win

Anything that lets managers achieve their managerial objectives is a... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More

Top Five Publicity Myths

Most people consider getting publicity the most important part of... Read More