For immediate release. In an interesting development in Anywhere, USA, Brand X would like to announce that we are awesome and everyone should take notice. We are so confident in how good we are that we are not going to buy the advertising, we want you the media to put it into your content “free of charge”.
Sounds pretty one-sided, right? Press releases are tricky and most of what companies feel is newsworthy, often times is not. At least not on the scale you think it is.
Before you hire that PR firm, ask yourself: Is this really news that others will find useful, important, or newsworthy? If not, you can still send it, but don’t just assume it is good enough to be published. I am not going to spend a great deal of time telling you how to convince a newsroom to publish your content. There are plenty of other blogs and books that can do that for you. I want to focus on how you can control your news story distribution.
If you are reading this blog, you probably understand that any “yeah-hoo” on the planet can publish their content. And there are so many platforms in which to do so. Corporate blogs, YouTube, Facebook, etc. (am I starting to sound like a broken record yet?). Take “your news” and deliver it to your faithful. Your tried and true. Those who are already tuned in. Ask them to share with others, your content. It may not have the reach of your local paper (however, with decreasing readership it very well may) but you are reaching an audience that is already engaged with you. An audience that actually cares and is more likely to give attention to the content.
What is your news story? Can you publish content on a regular basis that your customers will pass along? I’d love to hear from you.