The Spring Racing Carnival is underway and Melbourne Cup is on next week. This is highlighted on my desk calendar along with – January – time to hit the beach and February – love is in the air. And so it goes for year, reminding businesses to get any themed printing done on time.
This is a great idea and one that could be adapted when sending out media releases or planning a content schedule for your business. Do you have a product or service that is ideal for mothers and would a story line on that be good for mother’s day. How about June and the beginning of winter? When sending newsletters, blogging, planning advertising or issuing media releases, having a well thought out communication schedule makes sense. My current schedule of newsletters and posts is all about media communication.
Are you a small business owner or entrepreneur who wants to stand out from the crowd? Does the idea of free publicity appeal to you? One way to gain recognition and exposure for your business or your personal achievements is to distribute a media release. Issuing a media release to the media relevant to your story is a great way to share your news or announcement.
The media is always looking for stories of interest to fill newspapers, online publications, magazines, TV and radio shows. If you can offer them something that is newsworthy, topical, interesting or entertaining then you have a good chance of your story being used.
Sending a relevant media release ensures you stay “top of mind” with your database of media contacts and is great public relations for you or your business when (or if) your story is run.
Here are some good reasons to send a media release any time you have something interesting to say.
Continuous brand building. Anytime you get a media “hit” and your name is mentioned it will add to the public’s awareness of your brand and what you have to offer.
Credibility of your message. An editorial story is a lot more likely to be read and recognised than an advertisement. Seeing a story on the TV news or reading about it in the paper gives your product or message a lot more credibility.
Cheap. Certainly cheaper than advertising and free if you write and issue your media release yourself. You could end of with thousands of dollars worth of free editorial coverage.
Clients and customers kept informed. You need to find ways to continually keep in front of customers and clients. Perhaps they will see your story in the magazine. But why not call and alert them to your story or send a clipping of the article to keep in touch. Better still include comments or quotes from your clients in the media release.
Clarity. Writing a media release will help you get clear on what your message is by being succinct and concise with the words you choose. Clients will gain more understanding of your products or services also.
Communicating who you are, what you do and how you make a difference is what public relations is all about. Getting into the habit of communicating your successes and achievements by sending media releases will aid in raising your profile.
Celebrity status. Gaining publicity in the media will help you become known as the expert in your area and will enhance your image and reputation.
Read last week’s blog How to Build Buzz for Your Brand and Business
In my free eBook the Power of Personal Public Relations, I write more about how to work with the media to showcase your brand.