Any marketer will tell you that publicity is more effective than advertising for creating visibility for your business. And dollar for dollar, publicity is usually the least expensive way to get your name in the paper.
But just because publicity is a good thing doesn’t mean that it is easy. When you’re sitting at your desk staring at the “press release” item on your to-do list, you may be wondering what the heck you can write about your business that is newsworthy this month, and that might possibly interest the editors on your press list.
The good news is that the job of editors is to fill space, and so any appropriate press release that you can give them will be welcomed. The not-so-good news is that to be appropriate, your press release must be relevant to the publication’s readership, well-written, and in before deadline.
As to what is appropriate for the publications in your sphere, you can either check the press release submission guidelines (found on most publications’ web sites) or develop personal relationships with the editors (not a bad idea, but it can be time-consuming).
If you haven’t got the time to do your due diligence, or if you’re the maverick type who prefers a “throw it against the wall to see what sticks” approach, here is a list of appropriate topics for press releases that most business section editors would welcome:
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Adapted from Top 20 Reasons to Write a Press Release © 2003 Veronika Noize. All rights reserved.