The power of a well-crafted press release in capturing media and public attention is undeniable. Many business professionals don't hesitate to write or commission a press release, recognizing its potential to generate publicity and drive sales. However, it's crucial to ensure that your business or product is suitable for a press release. A press release that lacks newsworthiness can easily devolve into a sales pitch, potentially causing irreparable harm to your company's reputation.
A press release should announce a new product or service, an event, or a significant change in a product or service's marketing strategy. If your company has undergone a management change, launched or upgraded a product, or is hosting a significant event, you have the makings of a compelling press release.
Even lesser-known businesses or services can make for an engaging press release if they meet public needs in an intriguing way. For instance, a service that enables homeowners to pay off their mortgages years earlier without increasing payments or refinancing their current loans can make for an excellent press release, particularly in a climate of falling mortgage rates and a booming real estate market.
If your business is part of a multi-level marketing (MLM) scheme that hundreds of others are also promoting, it's likely that the media has already heard about it and won't pick up your story. While a brand-new or exceptionally unique program might still be newsworthy, in most cases, those marketing an MLM should primarily rely on classified ads or informative articles that subtly promote their business.
Similarly, if you're part of an affiliate program with many others using their own marketing strategies, a press release may not be the best approach. Media professionals are often swamped with press releases, so a classified ad or well-written article might be a more effective use of your resources.
A skilled writer can transform almost any subject into a press release without it sounding like a sales letter. However, media professionals can easily see through such tactics. An effective press release doesn't just sound newsworthy—it is newsworthy. A disguised sales letter does not make for a good press release.
Remember, the last thing an editor wants to read is a sales pitch. Sending such material can lead to your company being blacklisted by the media. If you're unsure whether your material is suitable for a press release, seek expert advice. Before commissioning a press release from an external source, contact them, explain your business, and ask if a press release is the right tool for you. If it's not, they can likely recommend a more suitable alternative.
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