Keep in mind that whatever your news, most journalists cover much more than one business. In fact, even a journalist at a small local newspaper can receive a couple dozen press releases a day; therefore, your business needs to be credible and your news memorable, which is why a business should never rely on just one press release to get the word out about the business. More press releases equals more press, and more press equals more buzz and business.
Conversely, issuing too many press releases for the sake of simply sending them, even if you have no news or vague news that is untimely, can have the opposite effect, and you will only be sacrificing quality for quantity. It can also damage your credibility, as you are most likely targeting the same media outlets with each release that will eventually equate the name of your business with the dreaded five-letter word “fluff,” which is a four-letter word in the media industry. So what’s the magic formula? You should only issue press releases over time and when you have actual, timely news. This will also keep your business fresh in the minds of the media, while ensuring the media trusts your news judgment.
The key to issuing press releases is to target the right audience and write the newsworthy release with your audience in mind. If you’re having trouble coming up with something newsworthy, it always pays in press to get involved with a charity or your community. For example, spearheading a donation drive for Soles4Souls, a nonprofit global social enterprise committed to fighting poverty through the collection and distribution of shoes and clothing, by becoming an official drop-off location. You can also sponsor a contest or an event. If you think hard enough and become proactive with your press release campaign, you will assuredly come up with ideas worthy of press releases, which will eventually find their way to the press.
Blog by Dale Myers. the NALA's Head Writer.