The 4 reasons you should be using news releases regularly

• The 7 elements of a good news release
• The 9 types of topics that tend to get picked up
• The 5 groups of people you must send your release to
• The 4 OTHER things you should do with it

The 4 reasons to use news releases regularly

Once is not enough—in more ways than one. Name recognition is almost never built by a single document, no matter how exciting or noteworthy the topic; it must be regular and ongoing. Choose a frequency you can live with—once or twice a month is ideal.

1. Publicity – any name recognition is good; favorably written recognition is excellent!
2. Credibility – people tend to believe you’re good if they read that you’re doing good things, and especially if you’re doing them with other well-known names
3. Trust – your prospects and customers develop a feeling of comfort and trust when they see you visible in the marketplace—it confirms the intelligence of their decision to do business with you
4. Generate fresh content for your marketing campaigns—direct mail, website, etc.—and remind yourself how good you are!

The 7 essential elements of a good press release

1. Contact
2. Headline, sub-headline
3. City of origin, date
4. The news hook
5. The benefit(s) to audience
6. The quotes (one high exec from your company and from the other organization involved–whether customer, vendor, government agency, or whatever)
7. The Plug

1. inventions - new processes
2. improvements - dramatic changes in materials/processes
3. new clients - new projects
4. work you are doing with associations/other high-profile types
5. promotions of staff
6. new hires for sig
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   types of topics that tend to get picked up
7. The 5 groups of people you must send your release to
8. The 4 OTHER things you should do with it

The 4 reasons to use news releases regularly

Once is not enough—in more ways than one. Name recognition is almost never built by a single document, no matter how exciting or noteworthy the topic; it must be regular and ongoing. Choose a frequency you can live with—once or twice a month is ideal.

1. Publicity – any name recognition is good; favorably written recognition is excellent!
2. Credibility – people tend to believe you’re good if they read that you’re doing good things, and especially if you’re doing them with other well-known names
3. Trust – your prospects and customers develop a feeling of comfort and trust when they see you visible in the marketplace—it confirms the intelligence of their decision to do business with you
4. Generate fresh content for your marketing campaigns—direct mail, website, etc.—and remind yourself how good you are!

The 7 essential elements of a good press release

1. Contact
2. Headline, sub-headline
3. City of origin, date
4. The news hook
5. The benefit(s) to audience
6. The quotes (one high exec from your company and from the other organization involved–whether customer, vendor, government agency, or whatever)
7. The Plug
Newsworthy topics come in 9 categories
1. inventions - new processes
2. improvements - dramatic changes in materials/processes
3. new clients - new projects
4. work you are doing with associations/other high-profile types
5. promotions of staff
6. new hires for si
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   with—once or twice a month is ideal.
   1. Publicity – any name recognition is good; favorably written recognition is excellent!
   2. Credibility – people tend to believe you’re good if they read that you’re doing good things, and especially if you’re doing them with other well-known names
   3. Trust – your prospects and customers develop a feeling of comfort and trust when they see you visible in the marketplace—it confirms the intelligence of their decision to do business with you
   4. Generate fresh content for your marketing campaigns—direct mail, website, etc.—and remind yourself how good you are!

   The 7 essential elements of a good press release

   1. Contact
   2. Headline, sub-headline
   3. City of origin, date
   4. The news hook
   5. The benefit(s) to audience
   6. The quotes (one high exec from your company and from the other organization involved–whether customer, vendor, government agency, or whatever)
   7. The Plug
   Newsworthy topics come in 9 categories
   1. inventions - new processes
   2. improvements - dramatic changes in materials/processes
   3. new clients - new projects
   4. work you are doing with associations/other high-profile types
   5. promotions of staff
   6. new hires for si
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      r decision to do business with you
   7. Generate fresh content for your marketing campaigns—direct mail, website, etc.—and remind yourself how good you are!

   The 7 essential elements of a good press release

   1. Contact
   2. Headline, sub-headline
   3. City of origin, date
   4. The news hook
   5. The benefit(s) to audience
   6. The quotes (one high exec from your company and from the other organization involved–whether customer, vendor, government agency, or whatever)
   7. The Plug
   Newsworthy topics come in 9 categories
   1. inventions - new processes
   2. improvements - dramatic changes in materials/processes
   3. new clients - new projects
   4. work you are doing with associations/other high-profile types
   5. promotions of staff
   6. new hires for si
      Double the Power of Your PR on the Internet
      It doesn’t matter whether you hire a PR company to get exposure, or write your own press releases and submit them, there's a way you can generate much more PR exposure, with little effort.You know that if you send your press release to every editor under the sun (even if your article is of no interest to their readers), that is the easiest way for you to turn off your media contacts. That's for sure. However, there are many ways you can increase your press release coverage in a targeted way, via the Internet.The following m
      m the other organization involved–whether customer, vendor, government agency, or whatever)
   7. The Plug
   Newsworthy topics come in 9 categories
   1. inventions - new processes
   2. improvements - dramatic changes in materials/processes
   3. new clients - new projects
   4. work you are doing with associations/other high-profile types
   5. promotions of staff
   6. new hires for significant positions in the company
   7. new partnerships with 3rd party vendors
   8. pro bono work for high-profile organizations
   9. any activity that involves you or someone else making money, making new connections (partnerships), making progress
   The 5 groups you should send your release to
   1. The press – target publications and/or other media
   2. Prospects – purchased or, preferably, homegrown lists
   3. Customers
   4. Vendor partners
   5. Professional associations/networking groups

   The 4 OTHER things you can do with your news release

   1. Immediately post the press release on your website. Place a link from the home page to your "press room." If you do your own website, this is cost-free. If you hire outside help, it is still simple and inexpensive.
   2. If you should by chance also get a story published, you may make some machine copies of the article (if you're allowed) and include them in your snail mailing. N.B. Just make sure you're not violating copyrights. Many publications require you to pay reprint fees.
   3. N.B. There are no restrictions on making copies of your own news releases! Make copies of the news release and put them in the information kits you hand out or send to visitors and prospects. Include a copy in that month’s invoices.
   4. Post the press release (or any published story) prominently in selected spots in your office--wherever employees and visitors will see it.
   5. If you are doing a promotional or newsletter mailing to prospects, include a reference (and a link) to the news release. If the release has been posted on any publication websites such as Yahoo, you may choose to make the link to that location.
   Use your press release for all of the above wheth