The Intrinsic Value
of Press Releases
Editorial coverage in the press/media can often create significantly more value than paid advertising for a company or organization. If a firm receives editorial coverage that’s positive, people are much more likely to believe the information than they are when they see or hear an ad. According to many research studies, editorial coverage gives an organization added credibility.
The “press/media” are independent, covering the “news” objectively. They watch over government, industry and society. That’s what history has taught us. Therefore, people often assume what’s printed in the newspaper, published on the Internet, reported during a radio or television news broadcast, is accurate and objective – news to which they should pay attention.
Developing and sending out press releases to the media dramatically increases a company’s chances of receiving free publicity. Editors and reporters, regardless of the type of media, generally welcome well-written, concise, informative press releases. In fact, there are times when press releases are used “as received,” word-for-word with no changes or very few! Other times, reporters and editors may use the release as a basis for a news story.
Press releases alert reporters to newsworthy items such as: a special event coming up, a new company or organization, a new staff appointment, a move to a new location, new products and services or a major, new client. Press releases may also be extremely cost effective. Even with a modest fee for writing and distribution to the media, the cost is substantially less than the cost for most advertising.
It isn’t often that an ad can generate the same positive feelings by readers, viewers or listeners, that is generated by an objective news item, covered during a broadcast or published in a newspaper, magazine or online publication. The credibility factor is the key.
Since media gatekeepers – reporters and their editors – control news coverage, the organization being highlighted is not seen as molding the message inherent in the coverage. With advertising, the firm controls the advertising copy, images, size and most likely, even the general placement of the ads.
Hidden Value of Press Releases
What’s the benefit to a company if a press release is written and distributed but never used by the media? The answer isn’t “none.” Many press releases end up not being published, either in their entirety or even in part, since the various media receive an overwhelming number of releases every day.
But, the fact is that seeing a company name, logo and information about the company’s successes, appointments and new products or services over and over again will make that company stick in the mind of reporters and editors. In turn, when they’re working on stories related to specific industries or professional fields, the reporters will be more likely to pick up the telephone and call the name they recognize for information and/or a quote. An editor may even assign a feature article on the company or their products and services.
On the Internet, posted press releases help an organization receive more traction too. Search engines are more likely to find companies and organizations noted multiple times in multiple ways on the Internet so that prospective clients and/or customers are more likely to find the organization, businesses and directory listings.
It’s the opposite of that old saying which is generally true, by the way, “Out of sight, out of mind.” Keep your firm in the forefront of the media’s attention by sharing your timely information with them on a regular basis.
KGA and Project Diversity
A few special areas of expertise for Kelly Griffin & Associates are providing marketing and public relations consulting to service-related organizations, business-to-business, business-to-consumer, technology, nonprofit organizations, the healthcare industry and wellness and fitness-related enterprises.
Some KGA key services include: crafting strategic marketing and public relations plans; project management and execution; website creation and maintenance as well as content development; collateral development such as brochures, pamphlets, direct mail, annual reports, newsletters and fliers; advertising concept development and copywriting; public and media relations and special events management from concept through inception. Other promotional services and customized projects are available as well. Just ask.
Kelly Griffin is a marketing communications generalist with uncommon business savvy who thrives on diversity and challenge. An expert in the development of collaterals and management of creative and sales teams, Kelly Griffin has received close to 60 national and regional awards for projects, writing, promotional campaigns, annual reports, advertising - both print and radio. She holds a master's degree in management with a concentration in marketing and a bachelor's degree in journalism with an emphasis in public relations.
In addition to consulting, creative work and freelance writing for online and traditional publications, Griffin also served as a member of the adjunct faculty at Lawrenceville, New Jersey-based Rider University within the Communication Department. She taught such courses as Public Relations Cases and Campaigns and Publicity Methods until she moved her company from the Mid-Atlantic region to the Eastern Shore of Virginia, Delmarva Peninsula.
For additional information about the services provided by Kelly Griffin & Associates, please call 757-824-6432 or visit the website at http://www.kellygriffin.com.
|
