Issuing Press Releases

Press releases do more than inform the public of company news – they help you establish a position on the web, help you nail down your unique identity, and they build industry profile. A press release is the perfect opportunity to reinforce your company presence and represent your business savvy while updating company developments and promoting new products. And because a press release is directed to a chosen media source, it generates exposure not only to a new audience, but a highly distilled demographic. When crafted carefully - and issued tactically - a press release can be mark a major PR and promotional victory for your e-business.

Indeed, tactics are critical. The fact is, your press release will probably join an ocean of competing press releases. Together, they will flood into the office of a news service. The key is to survive the dreaded round file screening process. That means understanding how a news room functions - and how a newsletter should be crafted.

The first order of business is to identify legitimate company news. Is there an impending product launch? Are you selling a new service, a hard-to-find product, or novel information? Have you recently pioneered a new industry innovation, received an award, or established a partnership? Have you done something for your community, supported or organized a charity function? All of these items are newsworthy. But that does not necessarily guarantee you will go to press.

That's because a press release needs to grab attention - then hold interest. Just like a company newsletter, a press release should ease off on the pitch in favor of legitimate information. Blatant self-promotion is rarely mistaken for important or interesting news. Here, think about strategically intertwining company news and promotions with industry developments, with external trends and breaking local, national or international news - or tie your press release to a recently published survey, poll, or statistical report. A human interest story, a current marketing or fashion trend, a heated debate or industry controversy - these are all vehicles on which you can piggy-back your company presence, business acuity, and product promotions. The point is, make sure that your press release is newsworthy and engaging. And by all means, never over inundate a news service with drivel, or you may jeopardize your serious, future news items.

Next, write your press release in journalist style and follow guidelines. That means putting the prime information (who, where, what, and when) into the lead paragraph. Adopting an objective, authoritative tone is important, as is avoiding industry jargon - especially anything esoteric sounding. Do research on standard formatting, learn how to write powerful headlines and intriguing lead paragraphs - and always remember to close the release with a short corporate summary. Here, provide details about your company history, your achievements, and your product lines. Prominent in your first body paragraph, it's also wise to embed a URL to your company - and make sure you provide contact information and e-mail addresses. Finally, keep it brief: one to two pages is the standard.

Once your press release is perfect you can think about targeting pertinent news services, publications and online sites. Then find ways to get your news item to the correct department, into the right hands. If possible, try to establish contact with an editor. And as you issue press releases, don't forget to create your own online company newsroom where you can post new releases and provide an archive for old.

Need an e-commerce solution for your business? Contact PaymentOnline.

The following articles have been compiled to assist you in developing quality press releases and in working effectively with online newsrooms.

TipsZone.com - TipsZone offers valuable tips for promoting your website through press releases, with links to thousands of media sources.

Illusion-Free Promotion through Press Releases This article dispels common myths about writing press releases and analyzes some common PR fallacies that could cripple your chances of publication.

Getting Your News Noticed This article documents strategies to make sure your press releases are optimized for overcoming newsroom obstacles.

Wear 'em Down' Theory Likely to Backfire Cautionary advice for e-commerce press release strategy.

Positively Better: Writing Press Releases That Represent Your Company Well This article emphasizes the importance of high-content, high-quality, journalistic style newsletters for maximum PR impact.

Know of a site or article that should be included here?
Submit it to editor@ecomresourcecenter.com and we'll consider it!