Top 7 Ways to Generate Publicity Writing Press Releases
By Robert Moment
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Press is one of those things that can take on a life of its own. The right press can generate tremendous exposure, opportunity and yes…profits. The real trick to writing a press release is to have something newsworthy to write about. This often takes creativity, inspiration, and a bit of innovation. Here are 7 ideas to get the brainstorming wheels spinning.
- Calendar events.
Events are a great way to get your business in the headlines. Whether you host a seminar or conference or you are sponsoring a local team events are newsworthy. To emphasize the newsworthiness of the event be sure to point out who it helps or how it solves a problem. For example a seminar on how to sell your home in a down economy benefits the very large For Sale by Owner segment in the United States. Sponsoring a local race to raise money for diabetes benefits those fighting diabetes.
- Letter to editors can be a tremendous way to get the ball rolling or get attention for issues that are important to your business and your industry.
As a business owner, when you take steps to bring issues to the forefront it demonstrates your passion for your field and your customers. It also demonstrates that you are a take charge, action oriented business. The letter itself can be used to generate a press release stating a businesses involvement or solution to an industry problem.
- Problem-solving Tips articles.
A press release that demonstrates how to resolve a common problem can be a great way to generate interest in your company’s products or services. For example, a pet store can write a press release about ten tips to house train your new puppy. The release can be made relevant and newsworthy by simply stating a statistic related to house training dogs, like 1 in 10 new puppy owners gives up their puppy due to house training problems. A statistic helps make the content newsworthy while the remainder of the article helps to make the content useful to consumers.
- Local human interest story. Human interest stories, as they relate to your business, are a great way to generate publicity and press. Think about how many human interest stories make it to your local news. Both the morning and the evening news often highlight local businesses and how they’re benefiting the community. What is unique about your business, your customers, and your staff?
- Opinion editorials.
Often times stirring the pot can bring about some pretty interesting press. While that old adage all publicity is good publicity may be true, it is important to not offend your core customers. So while generating some controversy is good for publicity careful consideration must be taken before giving an opinion that may offend your most profitable customers.
- Small feature stories are another excellent tool to demonstrate the knowledge and expertise your company has to offer.
For example, a software developer could write a story showcasing how their software helped a local business owner or non-profit become a leading force in their industry.
- New products, services, book.
This type of information is generally what stimulates a company to issue a press release however the release of a product or introduction of a new service in and of itself isn’t newsworthy. In order to make sure your press release gets the attention it deserves be sure to tie it to a problem or issue that needs to be resolved and then show how your product or service solves the problem.
Robert Moment is an innovative sought-after small business and marketing coach and author of Invisible Profits: The Power of Exceptional Customer Service. Robert specializes in teaching entrepreneurs and small business owners how to start a business that profits and grow. Visit http://www.howtostartyoursmallbusiness.com and sign-up for the FREE 7 day Small Business Startup e-course.
Article Submitted On: May 14, 2008