When is your best advertisement not an advertisement? When it’s a press release.In
competition for consumer attention, a well-written press release is one of your most valuable marketing tools.
Why is it vital to put yourself in news?
Because most of us attend differently to news than we do to advertisements. We make certain assumptions about news, for example, that it is important, simply because it is news. We count on news editors and publishers to carefully sift through potential story leads and choose only most relevant to report.
Many of us attribute a higher level of credibility to a news report than we do to a commercial claim. We accept (even expect) a degree of “spin” in advertising that we won’t tolerate in a news report.
And majority of us simply pay more attention to news than we do to advertisements. Other than maybe during Super Bowl, when is last time you heard someone say, “Oh, good— commercials are on now”?
A press release puts you on front page of public mind. It is an opportunity to build name recognition and generate interest in your company without delivering a sales message. If you’re not sure that you have anything newsworthy to report, think of a press release as a chance for general public to go beyond your front door and to get to know your company and its employees.
