A media release is just a handy tool used to inform the media about something newsworthy. A comet dropping on your front lawn is newsworthy. The President popping into your host to business is newsworthy.
The truth that you think your product or service is the better in the market is NOT newsworthy.
A newsworthy press release has to grab the attention 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 grab the attention of certain reporters and your target market (e.g. Christmas gift shoppers, parents, etc.).
Now that we're clear on what we mean by newsworthy let's examine steps to make a media to produce magnet for the audiences.
Find your News Hook
First you've got determine the angle for the release. Because what you're selling isn't by itself "newsworthy" doesn't mean you can't tie it into something that's newsworthy.
I'm planning to illustrate this time with this gift basket example. Gift baskets are usually full of items which can be comforting, tasty and/or visually attractive. Again, that alone is not newsworthy.
But if a media release was written about how students and parents struggle with end-of-year gifts for school teachers the release just might get the attention of education and lifestyle reporters trying to find interesting angles for the education or lifestyle beat.
The purpose being made this is actually the significance of the existing environment when buying a news hook for the media release. Think about holidays, local festivals, political activity, trends in the economy and a variety of environmental news factors that you could utilize to provide your media to produce news hook.
Share Objective Data
As well as describing an interesting aspect of one's product or service and why it's very important to your target market, try to include some objective statistics. Reporters love facts, as do readers.
Like, if our hypothetical gift basket business owner was to share some statistics concerning the popularity of gift baskets and recent trends in the types of gift baskets preferred by consumers, the release becomes more than merely a campaign and instead a way to obtain useful information for a variety of people.
Facts that support whatever you assert in your press release helps to construct interest and credibility in the information you share. An interesting and credible release is prone to attract reporters who'll write articles that will attract YOUR target market.
The target of one's press release is to help grow your company so you must make the creation and distribution of the promotional tactic an integral part of one's marketing plan.
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