Power of a Press Release


For a new business, product or service to be successful, people need to know about it.

To make this happen, organizations can use a number of techniques such as TV commercials, print advertisements or word-of-mouth marketing to create buzz. However, perhaps the most effective is a well-written press release.

A press release, sometimes called a news release, is a short news article produced to make an announcement, raise public awareness or promote a product or service. It is then distributed to news outlets, which may or may not decide to run with it.

While paid advertising allows for direct-to-consumer messaging, a news story published as a result of a quality press release adds a sense of credibility to an organization while reaching a large audience. People are less likely to tune out reading a news article than they are when viewing an advertisement.

Although news releases are effective and relatively inexpensive to produce, the challenge comes in grabbing the attention of reporters and editors. In many cases, editors will publish quality news releases as they are and make few changes, but won’t waste their time with those that are not properly written. They’ll simply move on to one of the hundreds of others they receive each day.

In fact, the top reason editors reject news releases is because they are poorly written or are not written in the correct journalistic style, even if the material contains newsworthy information. They are more likely to use press releases that are easy to edit and ready for print.

The best way to ensure quality is to use a professional press release writing service. These organizations employ experienced public relations, marketing and journalism professionals who know how to craft top-quality press releases. They have particular expertise in making sure content is positive, but not written like an advertisement.

By distributing professionally written news releases, organizations greatly improve their chances of having their news published. Once this happens, news tends to spread quickly, especially in concentrated media markets where news outlets are in constant competition and often run the same stories.

With paid advertising an organization could spend tens of thousands of dollars reaching such an audience. One quality news release can do the same for a fraction of the cost.

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