Using press releases as a marketing aid

You may be wondering if using press releases as a marketing aid is a good idea for your company. There are many benefits to press releases; you just have to determine if it is right for you. Here is taking a look at using press releases as a marketing aid.

What is a Press Release?
A press release is a news release and is a condensed article that is written for viewers. The purpose of the news release is to highlight what is interesting about your company. This can include announcing product releases, new services, or changes within your market. A press release is not a sales document, resume, or an advertisement.

Are press releases expensive?
Press releases are relatively inexpensive to make and dispense. You can compare different ways of publishing your material and you will realize this is cheaper than most. The price of a full-page ad from a major news publication can reach to tens of thousands of dollars. Local papers also charge several thousand dollars. For less than a few hundred dollars, you can receive better, more broad coverage than paid advertising.Research shows that most news releases generate a higher return than even high powered ad campaigns.

Why were they designed?
Press releases were originally designed as a communication tool between public relation firms and the media. Now online news sites such as: Yahoo and Google News already have a lot of press release content so it makes it easy to syndicate news. Press releases on the internet can now be used as communication straight to the consumer.

Press releases are a very effective tool for distributing content to the media and consumers and they also create an excellent opportunity to attracting incoming links. Some of the press releases can gain tons of publicity just from one single press release.

Here are the benefits to sending out press releases:
They are low in cost
They provide increased visibility for your company
There is a high demand for press releases
They give added credibility for your organization
They produce new customers
They find new investors
They are free publicity

Here are some tips for maximizing your press releases:

Start strong.
The headline and first part of your release should tell the story. The rest of your press release should provide the detail. You want to make sure to do all you can to grab your readers' attention at the very beginning. Be creative and make it appealing to the reader.

Have something worth announcing
Focus on one specific topic and make it interesting to read. Too much information will bore the reader and it will be less effective. Make sure your information is something others would like reading.

Give the reader a reason to keep looking.
A release needs to offer more than an announcement of news; it should provide the reader with an opportunity. Have some fun incentives such as: free downloads, free trials, special offers, pod casts, newsletters and consultations. Don't just target journalists who may cover your story, create press releases that appeal to your potetial buyers.

Make it relevant and easy
Make it easy for journalists and bloggers to write about your news. Researchers and media will sometimes write about your publications. Try to develop a story as you would like to have it told. Make your publication easy for them to look at and comment about

Stick to the facts
Always tell the truth! Don't exaggerate the truth, this will only make you look less credible when readers do find out the truth. Journalists are naturally skeptical. Even if some of your information sound too good to be true, but it is true, then try and tone it down a bit.

Contact information
Provide as much contact information as possible. Include your personal contact information, address, phone, fax, email, and Web site address. This will ensure that your potential customers and other interested companies can contact you easily with any questions or concerns.

Using press releases as a marketing aid is highly effective today. As long as they are structured correctly then you should have a very positive outcome. Take time to follow these guidelines to ensure you are getting the most out of your press releases.