Improve YOUR Public Relations Efforts to Create More Buzz

Monday, February 28, 2011
Writing press releases can offer you the most influential publicity at affordable costs more than any other way of promotion. It is significant in this hyper-competitive environment we all live and work in and can be a vigorous advertising means for any business. The success behind effective PR is the way it is written and needs to serve as a good reading piece for your targeted media audience.

A press release can be used to announce a variety of information:

• Changes in corporate identity, such as company name or logo 
• Changes in corporate structure (new division or subsidiary) 
• Corporate opinion (opinion on industry trends)
• Corporate philanthropy (volunteer work, donations) 
• Events (open houses, tradeshow involvement, speaking engagements, award ceremonies) 
• Features • Hiring of agencies (public relations, accounting, law firm) 
• Increase in market share or revenue 
• Joint venture 
• Media advisories 
• Milestones (customers served, years in business) 
• New funding 
• New partner 
• New product 
• Personnel changes
• Round of funding received by the company 
• Significant new customer 
• Significant modification to an existing product 

If your press release does not contain breaking news, you may want to consider submitting your release as a feature distribution. Feature releases often get play in the "lifestyles" or "living" section of local newspapers and are designed for verbatim pickup. You can distribute your press release as a feature any day of the week or you can take advantage of topical packages from the distribution company. 

PR marketing work wonders if your PR hits the proper audience at the proper time. It is used to foster interest in products or services that you market through your business venture. Your PR news release can be used as a useful tool to make people aware of recent happenings, interesting events and new products or services that are launched by your company. However, PR should be written using these components: 

• Source – Location to send Press Release 
• Publication Date 
• For IMMEDIATE RELEASSE should appear in upper left-hand margin with all letters capitalized 
• Headline - Should include a strong hook in headline 
• Dateline - Should include a Dateline with the city your press release is issued and date 
• Lead Paragraph – A strong introductory paragraph that grasps the readers’ attention and should contain your most relevant  message to include the five W’s (who, what, when, where, why) • Body – develop a strategy story to support the Lead Paragraph 
• Company Boilerplate – A short paragraph that describes your company, products, services, history 
• By expert writers who know the formula of writing a purposeful news material. Your PR should be newsworthy and not like an  advertisement object of your company. 

Although press releases are an important marketing tool, some may not be relevant and have a great story to tell. Writing a press release is not a cup of tea for all, it needs proper skill and perfect expressions. If you do not have qualified skills to build the buzz about your story, then hire some expert press release writer who has innate qualities of constructing theme based news release. When writing your own Press Release, you must consider that your PR must attract editor's interest and it must also contain the essential news item information. 

Knowing when and how to write press releases for one’s company can be as overwhelming and confusing. 

Creating “buzz” can be defined as anything which makes people talk about your business! See below some suggested ways to use Public Relations to get more buzz/media coverage: 

1. Work with a designer or programmer to create a cute object that can animate your name, product, service, and at the end, give  your email, phone number, URL, etc.... This is a great way to use Buzz as a publicity stunt? 

2. Invent a new process, system, cycle, or technique for your product or service. Send out a Press Release for it. 

3. Invent a new word for your industry that is catchy. This actually WORKS!

4. Don't confuse Buzz with Hype. Hype is bull. Buzz is truth and builds excitement about something folks want to believe in. 

5. Negative Buzz is not necessarily good Buzz. Bad PR is still considered Bad PR, and no PR is just as bad. 

6. Sponsor something that is considered high tech, creative and wild. Protest something which has a majority favorable / positive  public response. Get your company branding up on a billboard, and bring a radio station, and do the show from 80 feet up. 

7. A continual flow of Press Releases to your target audience helps keep your brand in front of companies and creates a greater,  stronger 'Buzz'. It also helps if you can get an endorsement, by someone who is respected in the marketplace that you are  advertising. This does wonders for giving your 'Buzz' a boost. 

After you have newsworthy information to write about, be sure to use different outlets for your press release and information. It is important to know how to reach your target audience through traditional, digital or social media marketing methodologies. 
We use our website to post all Press Releases written and also send them out to the publication sites or use two of the national public relations press release distribution sites. 

Then I recommend go into your social media community to tweet about the press release with a link back to the landing page where the actual press releases resides. After you have tweeted about it, go into some of your LinkedIn Groups and create discussions about the topic to create more viral buzz around the topic. When that is working for you, go into Facebook and post the links with building awareness and comments in that community. Have you tried writing an article or blog and post the information about your story and submit the 700 words+ blog to many of the free online distribution sites? This also helps with the press release buzz. 

I have written many guest blogs on national sites and then written a press release about the guest blogs posted that focus on a story. See here for the March guest blogs that will be on the S.C.O.R.E. National website. 

1. The Powerful Match: Social Media and Online Content- March 7: < social-media-and-online-content/> 

2. Develop a Social Media Content Strategy with Metrics- March 14: media-content-strategy-with-metrics/ 

3. Create Meaningful and Effective Online Content- March 21: effective-online-content/ 

  4. 6 Ways to Improve Your Blog with Inbound Links- March 28: 
You can build a lot of buzz around your business IF you have a compelling story, innovative new way to do business or a new product and grow your business. All it takes is a strategic mind, a little work and a focus with metrics in place. 

DJ Heckes, CEO & Author 
EXHIB-IT! Tradeshow Marketing Experts 
Full BRAIN Marketing
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