November
5, 2010
Formulating Your Press Release Program
A lot goes into a successful press release program. In a nutshell,
the best campaigns communicate positive news aimed to position
the organization in a positive light on a regular
basis through multiple media channels.
For many marketing managers, a press release program can be one of those tasks
that slip through the cracks. At Sire Advertising, we realize you have a lot
on your plate. Today’s marketing directors and assistants wear many hats
and assume enough responsibilities to keep their heads spinning from morning
until night. That’s why we help many of our clients with their press release
programs. We have been able to assist with everything from release development
to full-scale planning, execution, and follow-up. We would be happy to support
your organization with whatever level of assistance is most beneficial to you!
For those do-it-yourselfers (DIYs), we’ve outlined a few helpful tips
to get your campaign rolling.
Topic Selection
The first order of business is ensuring your topic is press-worthy. Put yourself
in an outsider’s shoes. Consider your subject and ask yourself if the news
would be interesting to the publication’s audience. You want to promote
content that will attract the most attention and positively and professionally
position your brand and organization at all times.
Topics to consider include:
- Company Milestones
- Anniversaries
- New Branch Office Openings
- New Hires, Promotions
- Awards, Achievements, Certifications
- New Service Offerings, New Equipment
- Sales, Promotions, Giveaways
Positioning
Finding the right angle is also another important aspect of your press release. When developing press releases for your organization’s internal publications, you’ll want a different angle than when gearing them toward the general public. Think, “What does this mean to my reader?” Make sure you position the content in an interesting and relevant way.
Supplements
The more complete the press release, the more attractive it is to publications,
specifically newspapers and journals. Include as much information and content
as possible and let the editor decide what he or she has room to incorporate.
Include photos and even your company logo. Quotes from management or personnel
are an excellent way to round out your story.
Repetition & Consistency
When thinking about press releases, placement in newspapers comes to mind
first. However, you should also consider publishing on your organization’s
Web site as well as your parent company site if applicable. Depending on the
subject matter, you could also feature in your corporate E-mail newsletter to
customers and even your staff! Establish a regular schedule that you can commit
to and communicate through your press outlets on a regular basis. Whether it’s
once a week or once a quarter, consistency is important!
To get started on your public relations strategy, contact us today at info@sireadvertising.com
or call (570)
743-3900 to get started today.
Click here to download a printable PDF.
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