5 Press Release Ideas to Build RO

Getting coverage on a national publication or even a local newspaper for the first time can be an exciting milestone for any business. But once the initial wave of interest has subsided, your business can find itself back to square one if you don’t find a way to make your PR work for you in the long haul. These five tips can help you get more value out of your press coverage.
1)    Think long term. It can be easy to get caught up in the accomplishment of getting media coverage. But, you could be leaving a lot on the table if you don’t find a way to implement PR into your long term marketing campaign.
2)    Communicate. Pass along your PR plans and any press coverage you receive to your employees, sales and client facing teams. This is important for several reasons. First and foremost, they should stay updated on your branding guidelines and what “message” you want to convey to the public. Also, this is important because your staff is often on the frontlines with your target audience. They can help communicate your message or spread the word about your coverage. Adding talking points to communications with employees is helpful highlighting relevant points.
3)    Share, share, share. Even if your business is targeting a very specific niche or industry, sharing your press coverage on Facebook, Linkedin and other social networks can increase the likelihood that your target audience will read it.  Don’t be afraid to call attention to positive press you receive. Post links to your press coverage on your website. And if you have a brick and mortar establishment, dedicating a specific area to hang your press accomplishments is another good idea.
4)    Network. This is different than “sharing”. Although using the internet as a marketing tool is crucial to business success, you shouldn’t hide behind your computer. Take opportunities to go out and meet new people who could spread the word about your business accomplishments.  Attending conferences, industry seminars and networking groups is a great way to do this.
5)    Be consistent. Getting positive press coverage shouldn’t be a one time deal, it should be a long term commitment and strategy. Develop a messaging strategy and follow it in any communications with the media. Make it a goal to find new ways to get positive coverage and exposure. Being consistent is the key to success.

5 Content Ideas For Your Next Press Release

Press releases have come a long way over the past decade. The explosion of online marketing and PR has brought about a consumer demand for information at the click of a button, which in turn has created a need for businesses to keep their audience plugged into what’s going on. This can be accomplished through a well written press release. The key is keeping your press releases newsworthy and interesting. These content ideas should help.
1)      Write about new products or services. How are people in your target audience going to know when you roll out a new product if you don’t tell them? People love to see new products and services from their favorite companies.
2)      Talk about new research. Has your company been conducting new or groundbreaking research? Write about it. A lot of people use the internet as a source of education. Any chance you get to educate consumers makes for a great press release.
3)      Discuss new offers. If your business is offering a sale, promotion or giveaway, write about it. Consumers love to save money and get things for free. Deals are a surefire way to attract attention.
4)      Announce upcoming events. Are you planning an upcoming event or attending an event that’s related to your business? That could make for great press release content. And it could inspire people to come out to your event as well.
Talk about your philanthropic involvement. If your business donates to a charity or participates in any nonprofit organizations, this makes for a good PR angle. Write about what you’re involved in and why. It sheds good light on your company and gets you exposure. Win, win.

How Do I Make My Press Release Newsworthy? Part II

I mentioned in my last post that there is one simple trick that you can do to hugely increase the chance that your press release will be picked up by the media, and here it is:
Pick up the phone. 
If you want great traffic, backlinks, branding, and exposure all over the internet, then online press release distribution sites are a great solution.
But if you have a story that genuinely has a newsworthy angle, you need to take things a step further and make a list of all the potential media outlets who might be interested in your story, and contact them.
Or hire a publicist/press release professional to do it for you.
You need to talk to someone in the newsroom, find out who the right editor or reporter is to submit your press release to, and how to do it – fax? email? What day? How much lead time do they need?
Then you need to get your press release to them.
Then if you don’t hear back after a few days you need to follow up with a polite telephone call.
Personal contact makes all the difference in the world; odds are not great that the media outlets who would be interested in your news, are scouring the web at the exact same time that you placed a story on a free press release distribution site. So you need to follow up with some effort. It can take time, persistence, patience, finesse, and a thick skin, but getting actual media coverage is worth it’s weight in gold.
Final note: not all press releases/stories have an angle that’s going to interest the media, although you can often find an angle or create an angle.