“Public Relations” encompasses a wide array of activities designed to promote a certain outcome for your business, activity or newsworthy item. Generally, the desired outcome is awareness of your business, resulting in increased brand awareness and name recognition. Think of an overall Public Relations strategy as a toolbox full of many devices: websites, social media, advertising, blogging, events, in-person networking, and so on. Included in this toolbox are press releases, also known as news releases, or media releases. As tools, news releases help you execute your strategy, which is your overall game plan for achieving predetermined PR goals.
Press releases require a certain format and protocol (please see our previous post, How to Write an Effective Press Release), and are designed for intermediate readers (a media professional) before the news reaches its final destination (your audience). Here are our insider tips on getting the most out of your well-crafted press release.
- Design an overall Public Relations Strategy. We have blogged on the importance of designing a comprehensive and focused PR strategy, based on your budget, personal “bandwidth,” and desired outcomes (please see post, Understanding Public Relations). In something as important as an overarching PR strategy — which could also encompass such major elements as designing your logo or developing your brand — we recommend consulting with PR professionals like Three Girls Media & Marketing, to be sure your goals are clear and focused.
- Determine the purpose of the press release. Once you have identified and mapped out your overall PR strategy, you will easily see where news releases fit in, and what they should say. Do you want to get coverage for your business? Promote a new product? Announce a move, service or special? The purpose of the media release will dictate its contents.
- Improve your SEO with press releases. Many business owners do not consider a press release as a way to increase traffic to their websites through SEO (Search Engine Optimization). This is a mistake! A properly worded press release sent out on Internet wire services like Marketwire or PRWeb can help tremendously in increasing traffic to your website just through SEO. PR pros like Three Girls Media are specialists in making every word of your press release count towards increasing traffic to your website, and promoting your business.
- What else to include. As mentioned above, your overall PR strategy will be a multi-faceted approach, using all available tools besides media releases: social media, advertising, writing press pitches (please see post, 9 Strategic Tips to Write a Successful Media Pitch), video blogging, and in-person events and networking. Obviously, that’s a lot to do, and many business owners in this fast-paced world are salesmen, customer service reps, accountants and Girl Fridays! If you are feeling overwhelmed by the scope of incorporating a great PR strategy in your business, don’t give up—GET HELP!
Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!
Photo Credit: Tulane Public Relations