How to Get Free Media
Publicity for Your Business by Sending Press
Releases On-line:
How to
write them, who to send them to, and what media
managers are looking for.
By Dr. Kevin Nunley
USE THE
MEDIA--marketing help for biz.
"Do
News Releases Work?"
Invariably,
when I talk with business people on-line, someone
asks that question. Many of us have sent out a
press release only to be greeted with silent
indifference from the media. But that doesn't
have to be the case. The media needs, must have,
craves, can't do without a steady stream of
usable news. YOU are the person that can supply
the news they need. And you can get free
publicity for your business at the same time.
Even better,
you can email your press release to the media.
That makes it much cheaper to send a release to
lots of media sources
The news
release is the time honored method of putting
nformation before the media. This is especially
true for businesses and organizations. It takes
the form of a page or two detailing your message,
generally slanted a bit to favor your goals. In
its most basic form, the news release has your
name and contact number at the top, followed by
some points that will interest the media outlet.
You Gotta'
Be Newsworthy!
Make sure your
story is something that the reporter will agree
is important. Newspapers don't like it if you
send in an ad for your business to be used as a
news story. Their attitude is, "Hey, if you
want to advertise, call the advertising
department and buy and ad." You have to
cloak your message in a story that is newsworthy,
a story that readers will find helpful,
interesting, simulating, sad, or hopeful.
If your message
seems too commercial for your local daily
newspaper or TV newscast, try sending your
release to a trade publication in your industry.
A story that is of little interest to the general
pubic will often be welcomed with open arms by a
more specialized industry newsletter or e-zine.
The bottom line
is this: think like the media, shape your message
to fit their likes. Do that and your message has
a good chance of being used. Above all, don't let
up. While one media manager may not have the
slightest interest in your idea, another will
welcome you with open arms. The media needs piles
of fresh stories everyday.
Where Do You
Find the Addresses for the Media?
It used to be
that you had to shuck out a few hundred bucks to
buy a media guide on CD-ROM. Now that just about
every media entity in the world is on-line, the
process of getting accurate addresses is much
easier and cheaper.
Gebbie, a
well-known guide, has jumped ahead of the pack
and put their addresses and links on a well
organized web site (http://www.gebbieinc.com). I recently sent a
press release via e-mail to over 1000 of the
radio stations Gebbie has listed and hot very
good results.
Remember, bulk
mailing your press release to media is not the
same as spamming individuals. Media expects to
get unsolicited promotional announcements. That's
the business their in.
There are also
companies that will send your press release out
for you, although I'm not so sure you'll get
better results than the do-it-yourself method.
Mostly automated press release services make the
job much faster. The top press release agency in
the corporate world is PR Newswire (http://www.prnewswire.com or 800/832-5522).
PR News Target (http://www.newstarget.com) claims to have
cultivated a relationship with thousands of
editors covering a variety of industries. I would
take that with a grain of salt. When I worked in
media we often got calls or cards from PR firms
asking if we wanted to get their stuff. We
usually said yes because they would sometimes
send free hats, shirts, and other trinkets. The
press releases often went into the trash. It's
much better if YOU cultivate your own
relationship with editors.
Jennifer Howard
of American Small Business Association does a
fine job of sending to over 5,000 media outlets
for $250 .
Also check out
Automated Press Releases (http://www.gapent.com/pr). For the nice price of
$12.50 per hundred, they'll send your release to
any of their 7,600 media sources in 37 countries.
While you're at the Automated site, read through
their "Pet Peeves of the Media"
article.
Some PR firms
will write your press release for you. The price
usually runs around $200 for a one-pager. (Don't
do it! I'll write it for you cheaper.)
Here's a simple
example of what a standard press release looks
like:
USE THE MEDIA
210 State Street
Anytown, USA
phone: XXX-XXX
Contact: Kevin Nunley
FOR IMMEDIATE RELEASE
DOGS WILL BE
HAPPIER THANKS TO UTAH FIRM USE THE MEDIA.
Use the Media
founder Kevin Nunley donates 20 cases of dog
polish to the Midvale animal shelter.
Midvale, UT:
Lost dogs will have a lot less to be worried
about this Christmas as local consultant Kevin
Nunley has provided for their well being with 20
cases of high grade Amco dog polish. Midvale
animal shelter director, Monica Lewinksy, said,
"These will give the dogs exactly what they
need to get adopted by families this holiday
season."
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Dr. Kevin
Nunley works with businesses on marketing
strategy, copywriting, and web site development.
Ask for his FREE marketing report at or (801)253-4536. See all his
articles on the Marketing Info Supersite at http://www.DrNunley.com Also check out his
Internet Marketing and Media Publicity courses at
http://www.SmallBusinessU.com
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