Press Releases

THE CATERPILLAR DOES ALL THE WORK BUT THE BUTTERFLY GETS ALL THE PUBLICITY

George Carlin

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KEY FACTOR:

Press releases can have significant value for your company. Local and hometown press releases are not used enough. Newspapers love information about what is happening locally and if the press release is written properly, it has a great chance of being used. The purpose of using any of these releases is to create awareness about what is going on. Press releases can be sent to radio, television, newspapers, essentially all media outlets. Press releases save on the costs of advertising and if a media mode uses the press release, the press release will hit a large audience satisfying one of the 17 times a person needs to see your name before they will contact you for a quote. Another reason press releases are better than advertising is because of the fact that the credibility of ‘news’ is higher than that of advertising with the consumer. The value of a press release is insurmountable and we are in an industry that offers us many opportunities to be covered by the press.

ACTION ITEM:

Develop and distribute high-quality press releases that journalists will want to read. Read materials that will aid the effectiveness of your press release. Write a good headline, keep the format simple and start with the most important paragraph and work your way down. Create legitimate news to share with the media. Do not just make up excuses to send out releases. Create an effective media campaign. One press release rarely gets you where you want to go. If you have targeted a specific date for your story to run you will want to send the press release at least three times before that date.

IMPLEMENTATION PROCESS:

Join Cleaning For a Reason today (see tab on this website). October cancer awareness month is and excellent reason to do a press release in your community. Compile a list of the media contacts and their email addresses for each media venue including newspapers, magazines, radio stations, television stations and any other modes of media available to you in your community. Secure prepared press releases from Cleaning For a Reason or download attached and send three press releases to your media contact list before you want the release to run. Do the work for the press. Your press release should include names of clients you have cleaned for free that are willing to be interviewed or it should ask for the help of the press to get the message out if you have never cleaned a cancer patient for free in the past. The easier it is for the media to cover your story the more likely they will run it. Sharon Tinberg was on television 5 times in fall of 2008, in several newspapers and on radio for her companies involvement in Cleaning For a Reason and numerous other involvements.

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