“Whoever controls the media, the images, controls the culture.” -- Allen Ginsberg
The media can be very fickle. Whether newspapers, magazines, radio, or television, what they consider newsworthy today is outdated tomorrow. Much of this is due to the rapid news cycle world we live in. However in the case of business related news, this cycle spins much slower because business news is rarely breaking
The Key point to learn before we begin:
Unlike breaking news where the shelf life might be days, even hours, business news can be pertinent for day’s even weeks. However a story that gets no "legs" today may very well be a hot subject tomorrow. This happens for a variety of reasons ranging from slow news days to changes in the industry that affect the local story. Sometimes a reporter may just have a bad day or simply not need the story.
There are stories that a reporter might decline one week and show up at your office in hopes of getting the full story the next week. This same reporter had declined the same story just a week before. However things change and you can become a hot source overnight.
Press releases are not magic.
They rarely do all the heavy lifting. You will have to contact the reporters/producers you send it to. Some PR folk will tell you to fax blast your release or put it up on a dozen news wires. Of course if you send 1000 releases across the country you cannot possibly contact everyone. BIG HOWEVER – You might want to consider focusing on local or regional exposure, not creating a national media campaign.
Remember that it shouldn’t be about getting tons of press releases into the market with the hopes you get some coverage. You should specialize in getting publicity that can be converted into measurable profit gains. Let the guru's teach you how to get publicity that strokes your ego.
Regardless of how many PR pros you talk to - press releases are not an exact science. There is some flexibility and despite what they say - creativity. There are however several absolutes. Our marketing specialist has over two decades of experience. He knows the industry and has the experience and creativity to put it to use. His press releases have been noticed and picked up by everything from local newspapers to major publications. You don’t have to worry about writing it yourself. Let us take care of it.
Put our experience and knowledge to work for you.
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