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Press releases aren’t only for moguls who already have the proverbial market cornered in the area of one commodity or another.  These are announcements that can be – and are – used by any business owner who’s smart enough to tap into this type of media technique in order to promote a product or service to a wide target audience.  In this type of scenario, however, the media takes on the task of doing the reporting.  So, what’s the advantage of a press release?  Simple – positive exposure.  You have a product to highlight to a large number of people, and you want it to be presented in the best way possible.  Press releases provide snappy headlines that will attract consumers, and tend to provide a comprehensive overview that people will understand.  This translates into significantly higher sales and a more successful business. One of the most common mistakes that new business owners often make is to overlook the public relations portion of establishing their company.  This should be one of their highest priorities, and yet it’s often pushed to the back burner in lieu of other tasks that seem – for the moment – to be more pressing.  A good press release is one way to let the world know that your company exists and that you have products that can benefit them in some way.  Rather than spending a lot of time and money into creating and publishing costly ads, the smart business owner recognizes the value of the press release and utilizes its benefits to the fullest.

Once your company and its products have been introduced to the media, you’ve established yourself as a significant member of the business community and will be well on your way to a successful marketing campaign.  The best part is, it doesn’t have to come with a big price tag.  Even if you choose to have a professional marketing firm handle your press release, it can be modestly priced – if you choose one that’s got a solid reputation for success without escalated fee schedules. 

Since a press release is a significant form of publication, it’s critical to remember that its grammatical structure, message, style and approach are professional in their presentation.  The benefit of having a marketing firm handle this type of publicity technique is that their employees are armed with professional writing skills and know how to develop a press release – something which the average business owner lacks.  They know they best way to get the message across, and know their target audience, as well.

Once you’ve made the decision to issue a press release, you’ll have to determine when the most fortuitous time would be to have it published.  Simply releasing it without a carefully thought out strategy will lack the effectiveness that you’re hoping to achieve.  This type of announcement should only be made when there’s something significant to communicate and, even then, it should be considered significant to journalists and the overall market – not just to your company.  In order to enjoy the coverage that your press release will need to be successful, it has to provide the necessary motivation to editors, such as a clever angle.

The thing that you’ll want to avoid is the impression that you’re simply jumping on the bandwagon with a lot of other companies who are offering a product or service that’s already been widely advertised.  You need to take the approach that what you have to offer is unique in some way.  Stress the benefits that the consumer will reap when purchasing your product, and make it clear that you have something to offer that the others don’t – i.e., it needs to be innovative, without the usual advertising mumbo jumbo that only serves to insult the reader.  Make it clear and concise without making the reader feel as though they’ve been hit between the eyes with a hard sales pitch and without confusing the reader as to the nature of the product.

Events such as mergers, the hiring of a notable staff member, industry awards and other types of newsworthy pieces of information are all suitable material for a press release.  These are the types of stories that typically generate interest among journalists and editors, and will stand a good chance of being picked up by the press.  Don’t make the mistake of thinking that only current events are newsworthy, however.  Upcoming events that carry the same type of impact are also press release-worthy.  The grand opening of a company or satellite, charitable or political involvement and events that will include celebrities or other notables are also enough to pique the interest of the media.  Of course, lesser known businesses may not command as much attention as a more established company will, but it depends upon what’s being announced and the strength of the message.

Internal human-interest stories are often picked up by the press, and these types of news items should be utilized in a press release whenever possible.  Examples of these would include information about an employee that’s received significant recognition for a particular achievement or anything unusual or unique that can be attributed to an employee or customer.

In order to capture enough interest to generate a popular press release, it’s critical that you offer something that’s significant enough to grab the attention of the right people.  If that means launching a particular incentive program or special event in order to create something newsworthy enough for a press release, then take the challenge and do so.  Offering a fantastic deal on a product, or providing a service that’s both unique and exciting will generally be enough to get the attention that you’re looking for and throw a lot of business your way.

Keeping in touch with news events is a great way to develop reasons for publishing a press release.  If, for instance, there’s some major community event that’s on the horizon or you become involved in a controversial issue, seeking to involve your company in some way will generally ensure some type of press release that includes that information.

Of course, it’s important to remember that the same press release shouldn’t be issued to more than one area of the press.  For multiple segments of the media, separate press releases should be issued, rather than passing out the same one to everyone, as though they were cigars in the hands of a new father.  In other words, make sure that you’re targeting the right audience with your press release.  If you’ve created some fantastic new beauty care product for women, you probably wouldn’t get very far if you attempted to issue it in a press release that would be included in a men’s magazine.

With all of the information that must be considered about what to write, how to write it, who to target and where to launch it, the development of a press release can be rather burdensome.  If you have the time, talent, research skills and money to do all of this and still run an up-and-coming business, that’s great.  Realistically, however, that doesn’t often happen, and the need to call in the professionals becomes rather obvious at some point.  So, either get ready to put in a lot of overtime or call on those who can successfully achieve these goals without all of the hassle.