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You've received by fax or email a press release from a public relations officer promoting the latest film, or issuing a statement on behalf of a major personality, or publishing earnings for a top company. What should you do? Here are some tips on how to turn what is usually a very dull and dry press release into a full-fledged news article. Skim through the press release to identify the piece of information that answers the question: Why should I care?
A press release is the quickest and easiest way to get free publicity. If well written, a press release can result in multiple published articles about your firm and its products. And that can mean new prospects contacting you asking you to sell to them. Talk about low-hanging fruit!
This is why companies and marketers often hire experts and journalists to write press releases for them. Smart idea. You need to be able to evaluate if your PR is going to be successful. While press releases can feel foreign, they all contain certain elements. These elements should be present in all your press releases.