Press Release: Rocket Science or Simple Marketing?

For some reason, press releases sometimes have, well, bad PR. I hear that it's too complicated, that business owners who don't have a public relations rep wouldn't know where to start, and that it's more cost effective to put money into marketing collateral. The truth is, a press release is simple marketing, especially if a professional writes the piece for you. 

So what exactly is a press release? It's a story that needs to show the "newsworthiness" of a product, service, event, or person. The key here is newsworthy...and there's a secret to becoming newsworthy. Any product, service, person, or event is newsworthy if the press release is written from that standpoint. A simple headline won't do it. The press release must "hook" the potential reader with an interesting angle. Think about it. "XY Company Releases New Face Cream" is not as powerful as "Say Goodbye to Wrinkles Without the Surgeon's Knife" or something to that effect. 

The news media is looking for an interesting story. The public is looking for benefits. Online distribution and wire services are looking for something that attracts attention. A well-written press release can make all of that happen. What are the benefits to you, the client?

1. You may get traditional news coverage. What could be better than a feature article in the newspaper or a blurb on the six o'clock broadcast?
2. Online distribution of press releases makes the news item searchable and instant. 
3. Any press drives traffic to your website or business location.
4. Aside from the cost of the copywriting, you'll get free publicity - and the content is viral, that is, it can move quickly from "hand to hand" via the Internet and email.
5. A well-written press release of less than 500 words gives you or your business or your product / service instant credibility. 

So to answer the headline question, a press release is not rocket science. Your communications consultant can help you create a newsworthy press release with an attention-grabbing hook. The rest is simple marketing.

Check out Blue Notebook Communications for more information on press releases for your business, product, or service.