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Is Marketing Via Press Releases Still a Good Idea?

Press releases (also known as news releases) have been the popular way to get key facts of a news story out since they were invented in 1906 by Ivy Ledbetter Lee.
Considered by many to be the founder of modern public relations, Lee sent out what is believed to be the first press release in 1906 reporting a derailed train in Atlantic City that killed 53.

With the constant pervasiveness of social media many question whether press releases are still a viable way to dispense information to the media. Even though they keep their eye on the Twitter stream, many editorial directors still rely on the press release when it’s created properly.

Press releases are best used to announce an event or the launch of product, brand or company. The most effective press releases

  • contain the “Five W’s” (who, what, when, where, why–and how) in the first paragraph
  • avoid jargon, tech-speak and cute metaphors; stick to simple language that we all can understand
  • reference the specific subject and product in the subject line
  • give brief background information
  • list contact information

Once you’ve submitted your press release, you have no control or idea where it may appear. Typically, announcements of local events appear in local newspapers.
Stories that have a broader appeal may appear in national or even international media. However it’s picked up, your story has the possibility of getting in the hands of bloggers, news media, consumers, retailers and anyone else who is intrigued by your story and sees a slant related to their interests.

Since the media may not contact you when your story appears, set up a Google Alert with your name or subject so you’ll be notified when and if it does appear.
When I offered a publishing workshop in my area, the story appeared in a number of local papers, as well as local directories where I had posted it. Since submitting his press release, my client, Dwayne Carl, has seen his story picked up by The Huffington Post where he was interviewed as well. (See his video interview above.) Dwayne’s book, Out of My Second Closet, is available on Amazon and from other major booksellers.

PRWeb is one of the most popular paid press release services because it goes straight to the search engines. Depending on the package you buy, they will also distribute  to Associated Press, regional sources, media digests and more.

If you’re strapped for cash, there is a long list of free press release sites. These are mostly directories where your release may be discovered, but won’t be distributed.

Press releases are indeed still a good idea. You don’t have to decide between press releases and social media. Use them all to create the buzz your event or launch deserve.

To discover the best ways and places to market your book, service or company, get my free report “20 Free tips and Tools for Aspiring Authors and Proactive Entrepreneurs” below. It includes the three best free press release services.


 

 

 

 

Get Media Coverage with a Compelling Press Release That has a News Tie-in

The media continually scrambles to fill the news, on and offline. You can get free  and invaluable promotion for your book, blog or other writing with a great press release.  To get  published your press release must tell a  compelling story and have a news angle or a hook that grabs the media’s attention.

A press release is a pseudo-news story that will convince an editor of the newsworthiness of an event, product or service.

If you can tie together a press release about your writing with some connection to a news story, you can generate immediate attention which can lead to increased sales for your book or traffic for your blog.

News tie-ins are great because a lot of the work is already done for you.

For example, when a portion of one of the major freeways in south Los Angeles, the 405, was closed for widening, the city, county and whole state were abuzz. In anticipation of this one weekend, July 16-18, 2011, some businesses closed, some lifestyles were altered and the media garnered tremendous attention by dubbing this event Carmageddeon, warning drivers to stay away from the area. 1,000’s of tweets, Facebook messages and many news stories were spun from this event.

Retailers, such as www.cafepress.com, were ready with Carmageddon t-shirts, mugs and iPhone cases and more. Some local bars and restaurants offered special deals to help ease the stress on local residents, and of course, get them to still shop during this period.

Clever authors, bloggers and writers  could have tied into Carmageddon if they cover topics about stress relief,  handling adversity, resilience, time management, happiness, child’s play, crime and so on.

During the same time frame, Jennifer Lopez and Marc Anthony  parted ways. Coaches and therapists could tie in to this news story with an article about what we can learn from celebrity breakups that can help our own relationships.

Back to school stories are popular in August.  Can you write about how back to school is different for K-12 students enrolled in online programs?

With news stories, there is a very short window of opportunity. The good part, however, is that there are always news stories, though not equally dramatic, but always with possible tie-ins that can mean visibility for you.

What is happening in the  news that you can tie in to promote your topic or niche?