A media release is a handy tool used to inform the media about something newsworthy. A comet dropping in your front lawn is newsworthy. The President popping into your place of business is newsworthy.
The fact you believe your product or service is the better in the market is NOT newsworthy.
A newsworthy press release has to seize the interest of the reporter or editor and the intended audience trend press news. So if your company creates gift baskets you need your press release to seize the interest of certain reporters and your target market (e.g. Christmas gift shoppers, parents, etc.).
Given that we're clear on which we mean by newsworthy let's examine steps to make a media release a magnet for your audiences.
Find your News Hook
First you've got determine the angle for your release. Simply because what you're selling isn't alone "newsworthy" doesn't mean you can't tie it into something that is newsworthy.
I'm going to illustrate this aspect with this gift basket example. Gift baskets are often filled up with items which can be comforting, tasty and/or visually attractive. Again, that alone is not newsworthy.
But when a media release was discussed how students and parents struggle with end-of-year gifts for school teachers the release just might get the interest of education and lifestyle reporters looking for interesting angles for the education or lifestyle beat.
The point being made here is the significance of the present environment when buying a news hook for your media release. Think of holidays, local festivals, political activity, trends in the economy and numerous environmental news factors that you could utilize to offer your media release a news hook.
Share Objective Data
In addition to describing an interesting aspect of one's product or service and why it's vital that you your target market, try to include some objective statistics. Reporters love facts, as do readers.
As an example, if our hypothetical gift basket business owner was to generally share some statistics in regards to the popularity of gift baskets and recent trends in the kinds of gift baskets preferred by consumers, the release becomes more than a promotion and instead a source of useful information for numerous people.
Facts that support whatever you assert in your press release helps to create interest and credibility in the data you share. An interesting and credible release is more likely to attract reporters who will write articles that may attract YOUR target market.
The target of one's press release is to simply help grow your company so you ought to make the creation and distribution of this promotional tactic a vital part of one's marketing plan.
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