In media and marketing circle, whenever we have something newsworthy to tell the world about our brands, we write a press release. However, many people are not doing it the right way and they end up achieving less impact.
In an article he wrote on Inc.com, a business news site, Hillel Fuld, a tech marketer has something to teach us:
A press release is a good reflection of your messaging as a whole. If you have a story to tell and you want that story covered by the press, sending a document about how your company is revolutionizing the world and how your product is the best thing since sliced bread will never work.
Let the product sell itself. Tell the journalist the story, the facts, and leave the superlatives out. If the product is as strong as you think it is, it will do the job without your fancy marketing lingo to accompany it.
By writing a press release that is more fact-oriented, one that tells the actual story, you are more likely to get a story that exceeds what you would have written had the press release been focused on how great your product is.
Let the journalist, and by extension, your audience reach the conclusion about how great you are, by themselves, without you shoving it down their throats. Be subtle.
Remember, it is a press release, not a sales brochure, tell a compelling story without flowery words.
When you want to send it out, do not compose and send out a bulk/broadcast message, send it directly to each journalist/blogger. Follow up with a call and be patient enough to explain grey areas.
It is a marketing tool and in marketing, telling a story is what matters most. Customers end up buying our brands once they believe our stories. A good press release is one of the potent medium to get it done.
© SBI Media. This article was published by SBI media in their Nextgen newsletter of June 17, 2019.