Simply, a press release is
a document designated for use by the press. Generally, however, a press release
is a news piece directly related to a company or organization that can be used
by the press in their own publications of a story.
What
are 'Press Relations'?
'Press relations' are the other
PR. Press relations involves dealing directly with members of the press such as
journalists and editors, and developing useful relationships with them. It also
involves how your portray yourself and your products and services to them.
Why
are these things important?
Press releases and relations
are important because you can use the press to your own benefit for promoting
yourself, your products or your services. One mention in the editorial of a magazine
is worth more than a paid advertisement since the editorial is more respected
and is meant to portray an unbiased opinion. Whether or not this is the actual
case, an editorial is usually better than an ad.
Why is
being in the press an effective form of promotion?
When
you wake up, what do you do? Perhaps you read the paper, watch the morning news,
or flip through an old magazine like millions of others in the world. Some people
even go straight online and download their news direct. The inescapable fact is
that much of your knowledge about the outside world has been supplied by the media.
It
might worry you to imagine that your purchases and views are affected by the media,
but they often are. Whenever I'm considering a major purchase, I'll usually look
through magazines or Web sites for reviews of competing products to get a better
idea of what I'm going to buy. If I hear some particularly interesting news about
a company in a trade journal, I will often check out their Web site and try to
get more information. The media helps us make choices by giving us options, and
keeps us informed of the world.
Once your service or product
is highlighted by the media, you're suddenly connected to a larger group of people.
That may only be a hundred influential sales people or a million home-based customers.
Whoever you're trying to target, you can reach them through the press.
Who
am I to talk?
I'm a professional writer who has also held
a number of editorial positions. I've written press releases, worked as a press
liaison, as well as actually handling incoming press releases. I've seen a lot
of poor press releases in my time, outnumbering the good ones by vast quantities.
I
feel that if you just take a little time and effort to read this guide, you will
easily stand head and shoulders above the rest and enjoy the benefits of being
respected and represented in publications worldwide. And, if you'll let it, this
tutorial could give you the inspiration you need to achieve success with the press!
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Check
back tomorrow for part 2 |
