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The Intrinsic Value
of Press Releases
continued
. . .
The “press” is an independent entity
that covers the “news” objectively. It is the watchdog 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 that they should pay attention to.
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 are 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 company 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.
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.” Some press releases may 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 the industry, 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.
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.
Kelly
L. Griffin
August 14, 2001
For a significant savings from Kelly
Griffin & Associates, LLC, on publicity support for your company, such as
press release creation and distribution, please review "Publicity
Without Pain," then click on the link below and
consider membership with GetContactX. As well as receiving benefits from
affiliated member companies, your firm will receive many other member benefits
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