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A press release is a method of business communication that companies employ in order to keep in touch with both the news media and the markets they serve. This applies to all companies regardless of their size and their method of business operation. Marketing your company can be costly and time consuming. By sending your business press releases to major daily newspapers you get the benefit of the newspaper circulation, which is in the hundreds of thousands, at no cost to you.
When writing your press release always keep in mind that editors are looking for news and information that will appeal to their readers. Don't confuse ad copy with a press release. Too often business owners, when writing a press release, are only including the sales pitch about their company. This is not news. For news content consider making specific announcements which would be of interest to the general public. For example, let's say you sell vitamins that aid in weight loss for teenagers. You could start your press release with: The XYZ Company has a new vitamin for overweight teens. Or you could start with: Teenage Obesity is at Epidemic Proportions. The first is a sales pitch and the second is newsworthy. Now apply this same strategy to your press release by focusing on the end user of your product or service and not your company. Don't worry. Your company message will still get through but with a newsworthy slant that is very appealing to editors and readers alike.
When writing your press release always include the 5 W's about the subject and the sender. This includes the Who, What, Where, When and Why related to the specific event or activity. Never ever leave out specific contact information. When your press release is picked up by a daily newspaper the editor or reporter may need additional information from you so always include your name, company name, address, phone, fax, email address, and website.
What if nothing is new? Your marketing still needs the continued support of the media, so consider creating news for your company. One of the best methods is through the use of charity affiliation. Consider dedicating a specific day each month as Charity Day. Select a charity in your area and make contact so they know that your firm is planning a day of giving. As an example, 25% of all the new business you do on that day would be donated to your specified charity. You can also form an affiliation with other businesses in your area to make this an even bigger event. And it does not matter if you have a storefront or work out of your spare bedroom. Your business is still a legitimate company that can help to make a difference in your community.
Marketing your company needs to be an ongoing regularly scheduled activity. Use the daily newspapers in your area or around the country to get your share of the thousands of pages of newsprint available every day and you can create the word of mouth needed for increases to your bottom line.
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