Copywriter, business writer, corporate writer, freelance writer

When to Issue a Press Release

Official announcements. Such things as appointments, new services, and organizational accomplishments are regarded as newsworthy.
Celebrities and public figures who are doing things with you, your organization or cause.
Events such as open houses, tours, award ceremonies, accomplishments, anniversaries, rallies, and debates.
Statements that involve you in controversy such as stating your organization's stance on a public issue. Offer a prediction or pass a resolution.
Public appearances and big media coverage can interest a reporter. If your work is being featured on "The ABC News," let the newspaper's television editor know about it.
Remember to watch for things you can tie-in with. Can you associate yourself with upcoming holidays, public-service projects, and news happenings that are getting lots of attention?
Watch for regular newspaper columns that deal with your area of interest. They are especially likely to use your news release, sometimes in its entirety, if your message directly relates to the column's topic. If the paper includes a weekly profile of what's happening on radio, be sure to send them a release anytime you have a scheduled radio interview or when you have recently appeared on the radio with something interesting.

Remember Smaller Newspapers, Newsletters, and E-Zines!

Often times when the big daily paper in your town isn't interested in your story (for example it has too much to do with your business interests with not enough interest for a general audience) consider a more specialized publication.

Trade or industry papers can be excellent for this. The fact that you added a new printer to your printing business is probably of no interest to the big daily paper. However, it might be a good story, accompanied with a photo, for a magazine, newspaper, or newsletter that specializes in the printing industry.

If your business coincides with a minority group or opinion, look for publications which target that smaller group. There's nothing wrong with reaching a smaller audience, especially if that audience is made up of a high percentage of your target prospects. One of the biggest problems with big mass media (like newspapers and TV) are that they send your message out to just about everybody. It's rare that a business actually needs everybody. Chances are you only sell to specific groups with certain types of interests and needs.

Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him at DrNunley@aol.com or at (801)203-4536. Ask for his free marketing report and list of Special Reports and Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you build your on-line presence.
http://www.drnunley.com/