As part of our introduction to public relations, we have briefly discussed how having something written up about your product and your business in a reputed publication can help establish the credibility of your business, not to mention bring in many more new customers.
Stories that others have written about your business or your product are far more believable and hence more powerful than any high-profile advertisement that you could have paid for. Your business name and product will be better recognized and better trusted.
By issuing a media release, you are encouraging media persons to speak to you and get to know your business better so that they can write up content about you in their publications.
It is, therefore, very important that while issuing a media release, you pay careful attention to what should and should not go into the release. There should be enough details in it to provide the customer with all relevant information but should leave out just enough to make the media persons call you and make enquiries.
A typical media release will contain the following:
- A tantalizing headline – you should spend most of your effort creating an effective headline since this will do most of your work for you.
- Information summary – this should briefly outline the positive features and benefits of your product.
- Testimonials – these will help support your above statements.
- Call to action – end with your contact details, urging them to contact you.
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