Two Super Secrets of News Releases

By Charlie Joe On May 22, 2020

Up to 90 per cent of stories in newspapers and on the TV news appear because
someone sent out a press release. Can you imagine what that means?

What would happen to your business if you appeared on Oprah? Or if a major
magazine did a feature story on you? Or a major newspaper? Your business would
never be the same again. No amount of paid advertising can match free publicity.

And yet, very few small businesses ever bother sending out a press release. (The
terms “press release” and “news release” are interchangeable, but I prefer “news
release” because it reminds me that the release must contain news of some kind.)

=> Super Secret #1: Send out news releases regularly, to your local media, national
media, and post them online too.

This means educating yourself as to what constitutes a news release. And that
education is VITAL. Nothing ticks off a reporter more than receiving a blatant ad
masquerading as a news release. I’m a computer journalist, and I receive news
release every day that are nothing more than blatant advertising. My editors’
attitude is: “If you want to advertise, buy an ad. If you want free publicity, give us a
story in return.”

Here’s a brilliant resource which tells you everything need to know about crafting
news releases that not only get read, but also get used:

[http://sprite.netnation.com/~greenbri/ABCPublicityFAQ.html]

=> Super Secret #2: A lack of response doesn’t mean NO response

A point to keep in mind —- most releases you send out seem to go nowhere.
“Seem” is the operative word.

Let’s say you’ve spend four hours sweating over a news release. You send it out. To
coin a cliché, the silence is deafening.

However, all is not as it seems. The more often your name crosses a reporter’s desk,
the more familiar you become. When I’m wearing my journalist’s hat, I appreciate
marketers who send me releases: after the third or fourth release, their names are
familiar. I might not use their story, but if they keep sending me releases, they WILL
get some response.

In my copywriting practice, I send out news releases for clients regularly, on a set schedule, because news releases which aren’t picked up do have an effect. Send
your releases out, and sooner or later, if you persist, you will get the publicity.

A big benefit of sending Web news releases is that the releases are indexed by
search engines. This sends traffic to your site painlessly.

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New Amazings: Discover fascinating and extraordinary stories, news, and discoveries that will amaze and inspire you.
Global Vision Legal: A law firm specializing in international legal matters, providing comprehensive legal services and guidance.
Lawyer Briefs: Stay informed about legal news, insights, and updates, offering valuable resources for legal professionals and individuals seeking legal information.
SJ Nice Plumbing: Reliable plumbing services, repairs, and installations, ensuring efficient plumbing systems for residential and commercial properties.
Wonder Home Interiors: Discover interior design inspiration, tips, and ideas to transform your home into a stylish and welcoming space.