How to Run a Successful News Release Program
Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time. It takes time to develop and execute public relations programs. It can take time for t...
Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time. It takes time to develop and execute public relations programs. It can take time for these programs to yield rewards.
Here are six simple steps for developing a news release program that extends your reach and generates inquiries at a fraction of the cost of advertising.
1) DETERMINE YOUR AUDIENCE AND MESSAGE.
2) BUILD A LIST.
However you build your list, make it broad. With a news release program you can send releases to many more publications than you can afford to advertise in. Sending a release just entails paper, printing, a photo, an envelope and a stamp.
3) DETERMINE NEWSWORTHY TOPICS.
4) INCLUDE A PHOTO.
5) SET A SCHEDULE – AND STICK TO IT.
6) MEASURE RESULTS AND LEARN.
Track what runs, where it runs, how much space you get and inquiries generated. You can use this information to measure results and improve your program.
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ABOUT THE AUTHOR
Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years’ experience developing and implementing successful marketing and communications programs. Sign up for Claire’s monthly newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (Fax: 763-479-2809, e-mail: firstname.lastname@example.org)