Crafting and distributing an effective release is a good way to publicize your business, your upcoming events and your notable achievements. A press release is not something that can simply be thrown together, but must be thought through, written, and proofed carefully. Good press releases can get picked up by a number of news outlets, so you want to create something that is not only representative of your company but also something that will catch people's attention.
All too often, those who are creating press releases on their own without the assistance of a professional writer make the same mistakes that take away from the focus of the release, and may even fail to get notice from online news resources and blogs.
Here is a list of 5 common moves that often fail when creating and distributing press releases:
Fail To Make Your Release Newsworthy
A press release is designed to inform the press about something newsworthy going on with your company. Why else would readers and online news resources be interested? If you are designing press releases around the fact that you added a picture or a new blog post to your website, you are bound to go unnoticed and your release will fail to be circulated online. Create a buzz about something of interest – a new contract, a trip to a trade show, a guest speaker spot, a strategic business partnership.
Run Off At the Mouth
Your press release should be concise, well titled, and able to grab the attention of the people you are sending it to within the first few sentences. Include relevant information and don't send two pages worth of jabber that no one wants to or has time to read. Make your point and make it quick.
If you are emailing your press release to individual media persons, make sure you are messaging the right person, otherwise the wrong contact in the media will likely consider your information as junk mail and therefore not even give it a second glance. Don't be lazy about your research. Find relevant people and relevant places to send your press release.
Attach Your Release
When you are sending out the press release, consider that not all people will have the same software you do. No matter how universal you think your writing software is, there will be some that do not use what you are using. Instead, copy and paste the information, including your contact information, in the body of the email. If individuals want more information, you can email it to them specifically after they have requested it. Also, consider that many individuals will not wish to open attachments for fear of computer viruses, and because some simply do not have time to open all the attachments they receive. This rule also goes for any other information you'd like to use, such as brochures or videos. Again, if someone wants every bit of information you have on your company, they'll ask you for it directly.
Send Releases Every Day
While it can be good practice to keep your name in the news, it can also cause problems when you overload your email distribution lists with incessant, daily emails. Try and space them out – maybe once a month to keep interest, but also maintain a professional appearance to your company and its news. Keep your releases to a minimum and remember to only include relevant information.
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