by S. Housley
While controversial issues frequently attract attention they
can also alienate potential customers. Sometimes it is
better to put a positive spin on public relations. A typical
press release announces new leadership, products or
services, but consider mixing it up a bit. A well written
press release can be published increasing brand recognition
and exposure. With that in mind, consider distributing press
releases for the following:
Trade Show or Organization Participation
A release is appropriate if an organization is
participating, presenting or involved in a trade show or
exhibit. These types of announcements are often visible in
trade magazines with a very focused target audience.
Awards
A press release announcing an award nomination, or win
legitimizes your product or service as customers see you
stand out in the industry.
Studies, Surveys or Research Projects
Not only newsworthy, these things can show how your product
helped to unveil new information about the world, or a new
way of looking at an issue. Remember that academic writing
is different than writing for press releases. Converting
the study, survey or project results into layman's terms and
keeping it concise will make it easier for the general
public to understand and more likely your press release will
be picked up.
Milestones
Is your business approaching its 20 year anniversary? These
types of business milestones allow you to profile your
accomplishments over the years. A business that's been
profitable for twenty years is a sure bet for local
newspapers.
Innovative Usage
Profiling a customer who is using your product or service in
an innovative or unusual way not only helps educate
potential customers about your product or service
capabilities but it also generates good will with customers
who will generally appreciate the additional exposure.
Educational Opportunities
Educational opportunities the business has participated in
demonstrate your desire to constantly improve the business.
Examples would be presenting at a user group or conference
explaining a new technology or attending seminars or classes
that will increase the businesses capabilities.
Website Launch
While this may seem commonplace in our internet-savvy world,
you can still make your website launch stand out. Center
your release on the features of your website such as your
online shopping experience, unique products and services, or
anything that makes your site notable.
New Product or Service
This type of press release can be especially effective when
geared toward an audience that has had a positive experience
with your other products. Be specific; include examples of
how your new product or service will help the customer.
This can also include enhancements to products or services.
Unusual Products or Services
When you have something unusual about your product or
service, this can be newsworthy. Focus on why your product
is unusual, and what makes it unique. You may think of
several angles that are valuable from a publicity point of
view.
Sponsorships
Receiving funding for new products or services is exciting
news for those receiving the sponsorship. To make it
exciting for the public as well, be specific about what is
being funded and why. Going a little further to explain why
the sponsor chose to back your product or service gives
credibility to your new undertaking.
Sample Releases Announcing Various Things:
Announcing Awards - www.feedforall.com/press-release-sia-2005.htm
Customer Innovation - www.notepage.net/press-release-streamline.htm
Announcing New Website -
www.call-center-depot.com/call-center-press.htm
Discuss this in our Forum
About the Author:
Sharon Housley manages marketing for
FeedForAll software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for NotePage www.notepage.net a
wireless text messaging software company.
