The internet has brought the customers and market in close proximity. Businesses have gone online and now the majority of entrepreneurs are marketing their new products effectively through this medium. However, in order to achieve their marketing goals business owners have to execute a public relations campaign or PR advertising. PR is defined as ‘public relation’ and not ‘press release’. In fact, a press release is a vital part of public relations campaign.
Marketing experts like to say that ‘Public relation is not just about writing a press release, pitching it to different media and then sit back and reap the benefits’. Regrettably, it is not that simple. The statement indicates that the press release must be written attractively with all the accurate elements and news peg that gets noticed by the media. The way it is pitched, timed and maintained in an ideal media market is very significant or it can be the downfall of your publicity campaign.
Tips to implement a successful publicity campaign are:
- It is fairly obvious that your product must meet the people’s needs. Therefore, come up with something that is unique, appealing, and outstanding that can make it newsworthy. If media gets the attention, it will certainly promote the product and simultaneously the public will get desperate to gather more information about it. Having an exclusive selling point is necessary to be more prominent from the rest out there.
- A concise, articulate story pitch or press release that details the benefits of your company, product or services is quite necessary. Remember not to create any false claims, as it can have an adverse effect on your goal, when uncovered. Media release must be interesting and it should not sound like an ad because it can directly ward off media and audiences. You will also have to supply product photos (hard copy and digital), samples, reviews, and more that will support your claims and more interest will pour in.
- Determine appropriate and suitable companies to send your media release. It is fruitless to send a press release that supports baby products to automobile dealers and law firms. Targeting the right market is the mantra for publicity success. Prepare a media outlet detailed list before submitting the press release. Include the smallest details like the persons name and department you will be surrendering the release. Furthermore, find out how they would like to accept them either by an e-mail or a hard copy via courier.