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Scott Lindsay

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Picture this. Your website has just experienced a significant upgrade and you hope it will benefit existing customers. Why not celebrate the occasion with a press release?

You just launch a new product line and are excited that you are now linked with the company that manufactures these products. Have you thought about making it a news item?

It is possible to use a press release to compliment the marketing strategy you already have in place using business milestones as potential news items. Many times the use of this information essentially provides free advertising for your site.

There are multiple online locations where the information like this can be placed and you can either write the document yourself or hire a professional to put it together.

A Few Things To Remember

A press release is not to be written like glorified advertising. Any call to action will need to be subtle and generally associated only with a link, phone number or email address for more information or contact.

Many individuals will begin writing a press release in first person. However, in order to be successful it will need to be written from the perspective of a third-person journalist perspective. Any direct first person comments should only come in the form of quotes.

Bad Example

At the ABC Company we have just launched a new line that we are very excited about. The XYZ line is something we could only have dreamed about a year ago. We just hope our customers realize what a great partnership this is and drop by to visit.

Good Example

The ABC Company has just announced the launch of the respected XYZ line. Skip Winkleman, ABC President suggested, “This is something we could only have dreamed about a year ago. This is a great partnership.”

How to Begin

If you are writing a press release you need to make sure the core idea of your entire release is found in the first paragraph. The reason this is important is that many publishers will condense press releases and may only use your first paragraph. If this happens with your release you need to be sure there are strong takeaway points from what is read.

If possible your information should be no longer than two pages (one is preferred by some media outlets).

If You’re Going It Alone

Spend time looking at existing press releases. You will need to identify what makes it work and then recreate it for your own use. This may be harder than you think if only because there is often assumptions about why the work is constructed the way it is. If the assumptions are wrong you could wind up with a rejected release.

When You Get Hire a Writer

Make sure whomever you hire has experience in writing a release or you may find that the information created may be poorly constructed. To purchase a fully customized document of this type you should expect to pay well. Most press release writing carries a premium payment, but may provide exceptional returns in new visitors and new customers. This return often significantly outweighs the cost to prepare the document for publishing.

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MLA Style Citation:
Lindsay, Scott "Benefits of a Press Release in Marketing." Benefits of a Press Release in Marketing. 26 Nov. 2009 Isnare.com. 21 Nov. 2017 <https://www.isnare.com/?aid=444923&ca=Marketing>.
APA Style Citation:
Lindsay, Scott (2009, November 26). Benefits of a Press Release in Marketing. Retrieved November 21, 2017, from https://www.isnare.com/?aid=444923&ca=Marketing
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