Millions of people read the newspaper every day. Many others read magazine articles. Most of those two groups combined believe and trust the better part of what they read.
Copyright (c) 2008 Christian Fea
Millions of people read the newspaper every day. Many others read magazine articles. Most of those two groups combined believe and trust the better part of what they read.
What is published on those pages becomes regarded as truth, or at least it holds an inkling of truth. The stories on those pages are often the topics of morning radio shows, of people chatting at work, and among friends. In short, the stories that make it to print have an impact on consumers.
So therein exists a very effective form of collaboration marketing. With the media, you are building the trust of consumers, who will in turn be more likely to buy your product or service. The trick is to get the newsmakers to write about you and your business, and that starts with news releases. In accomplishing that, you will form a strategic alliance with you and the media.
Many businesses today have incorporated communication plans into their marketing strategies. A large part of these plans involve attaining the media, as an alliance begins with writing news releases to local and/or national publications. The key to success here is to have well written releases. And if all else fails, have a well written release. Yes, it's that important. The media receives countless press releases each day and if it is not in the correct form, or if you have a made a huge mistake, your release is gone to the trash.
Hiring a communications firm to write them for you is a great idea. They will also have a large media list with specific contact information for publications in your area and around the country. Getting your release to the right person is important. These contacts can be found on your own in most cases, although it make take a lot of work and you may have to make your way through many gatekeepers to find them. There are online services where if you subscribe, you will have access to their media lists. However, some of these sites can be hundreds of dollars to obtain.
If you are going to give it a go yourself, here are a few key things to remember in writing a news release. Never call members of the press members of the press. It is thought of as a negative term these days. So, at the top of your page it should read 'News Release', not Press Release. If the content of your release is time sensitive, then the words - for immediate release' should be in the second line. This will tell the media that the info in the release has an upcoming expiration date. If it can be used for a while, then it should read 'for release at will.' This will give your release a longer shelf life and it has a better chance of seeing its way to print. Be sure to include your contact information. Keep paragraphs very short, one or two sentences. Keep the entire news release to one page when possible.
Consistency is going to play an important role in this strategy. Forming a strategic alliance with the media will be a key in your collaboration marketing plan. Some will choose to send releases media once a month for an elongated period of time. Some plans span 3 months, while others choose a more secure year or more. Of course, not all releases will turn into articles because big news happens and you will get sent to the bottom of the pile. But chances are if you consistently send your releases, you'll see your name in print.
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