Don't let the simplicity of a press release fool you. The lowly press release is the single most important and most powerful tool a company can create to rapidly tell its story, stimulate the interest of the public and make the phone ring.

Large corporations recognize the impact of press releases and use them frequently as a standard element in their marketing strategy. But smaller companies frequently fail to incorporate press releases into their marketing efforts. A recent survey of companies with fewer than 100 employees indicated that two of the most common reasons that smaller companies don't use press releases are the perception that small companies have little of interest to contribute to the media and the belief that it's more important to invest heavily in high impact brochures and collateral materials to build an image and a presence in the market place first.

Contrary to popular belief, a company does not need to be big and it doesn't need to be well known for a press release to work its magic. In fact, the well-written press release will do much more for the growth of an unknown company than any other single marketing tool.

Press releases are probably the most cost effective marketing piece that a company can invest in. Typically printed on a single 8" x 11" letterhead, press releases cost pennies to create and even less to distribute. They can be mailed out in bulk, faxed or even e-mailed at minimal costs.

The key to a successful press release lies in its ability to tell your story quickly, factually and inexpensively in a format that the media and consumers welcome. The criteria for its success lies in making the story newsworthy and making sure that it gets into the hands of the right people.

A single press release can be distributed to newspapers, popular and trade magazines, radio and television announcers, talk show hosts and webmasters. These are the people who are in the business of stimulating interest in the happenings of the business community. They look for announcements and updates on people and companies in their market area. And, they are the people who will work hard on your behalf, if you give them something of value to work with.

Your biggest job is to make your press release newsworthy. "What?" you say. "We're just a little startup and have nothing special to distinguish ourselves."

Not true. News is created. It normally doesn't happen by accident. Once you realize that names sell news and that people want to know what you have to offer, you can develop press releases that will win the interest of the media over and over again.

What kinds of information can your press release offer? What kinds of information will capture the imagination of busy journalists?

• Employee Promotions And Achievements
• Information About Company Officers
• Grand openings And Public Events
• Company Sponsorship & Support Of Community Events
• Information About New Products & Services, As Well As Mergers & Acquisitions That Impact The Public
• Sales & Marketing Campaign Announcements
• Your Company's Responses To Negative Media & Innovative Approaches to Address Current Industry Crises

Of course, any time you can stimulate controversy or offer a different interpretation to current business trends and developments, you increase the potential of being recognized as an industry leader and someone that the media will watch carefully and frequently refer to as the expert in your field - as long as you substantiate your observations with solid facts.

When planning your marketing strategy, consider starting with press releases and then designing your brochures, media kits and other marketing tools around the media coverage that results. You'll find that your sales pitches will be much stronger using this approach because they will be based on the real interests of your market rather than what you think your market wants to hear. The difference is in the focus. The impact on your business growth will be clearly evident.

PS: If your press release is about a new (upgraded or new price) product or service introduced within the last 30 days send me a copy via e-mail and I'll post it on the Hot Product News site for a week at no charge.

Chuck Mooney Hot Product News http://www.HotProductNews.com/
mailto: chuckm@HotProductNews.com
Member - Better Business Bureau