Press Releases - Use Them To Get Free Publicity

How can you get free publicity in nearly any newspaper in the country? The correct, simple answer is, of course, "Write a press release". Many small business owners already do this. This is a great way to get 'free' exposure in newspapers. But let us look at two scenarios.

Scenario One

You write a press release and send it to the newspaper. You ask them to run it. Your letter to the paper looks like this:

To: Daily News
From: J. Doe
Re: Press release

Please run the following press release in your newspaper.

Thank You
J. Doe

They either run it or they do not. Period. It is the newspaper's decision.

Scenario Two

I write a press release. But I know a few things about newspapers. I know that:

* Once a newspaper has been laid out with all the ads and all the news, there are 'holes' that need to be filled.
* The newspaper would rather run a press release than a crossword puzzle, as they must buy the crossword puzzle from a vendor.
* Normally these 'holes' are of a very specific size.
* I know exactly how many words it takes to precisely fill those 'holes'.
* Newspapers are swamped with press releases.
* Most press releases are simply too 'sales-y' in nature to be called a 'press release' and will not run.
* Some press releases contain errors which require time and resources to correct.
* Press releases must be laid out, sized for the 'hole' and edited. More time and resources. This happens on deadline day, a major crunch time for the paper.

So, my letter to the paper looks like this . . .

To John Smith, Editor
From: Don McCauley ICM, CH
Editor, The XYZ Magazine

Dear John,

Attached please find a press release from my friend and associate, J. Doe. She is doing some great things with the ABC program and would like to get the word out.

I have proofed and edited this for your convenience. I have also attached 2 specific sizes specific to your newspaper, an eighth page and a quarter page.

If you need to have this resized or edited for content, just drop me an email and I will get it to you today. Feel free to call me at 123-4567 if you need additions.

Thank You
Don McCauley

My press release provides exactly what Mr. Smith might need, and comes from an industry peer. It also generates third party influence and makes an offer that makes it extremely simple to print.

Now, which press release do you think has a better chance of being printed? Yours?

Or mine?

This is why getting some serious help may greatly work in your favor. Though press releases are a fantastic source of gaining free advertising, you must understand that editors have a tendency to treat press releases the same way we treat spam. Their mailboxes are flooded with them! This is another very important reason why it is important to 'community brand' any release you send.

Suppose that a quarter page ad in your local paper costs $200. I send this email to your local paper and the press release runs.You have just gained $200.00 in free exposure. Now suppose that I, using my self-developed list, send this to say, 300 newspapers in your state. A modest 2% decide to run the press release. You have just gained $1,200.00 in free exposure.

Now suppose that I send this email to perhaps 1000 newspapers all across the country. Again, a very modest 2% make the decision to run the press release. You have just gained $4,000.00 in free exposure. You believe in yourself and you believe in your product or service. This is commendable, but entirely useless unless you can become a master in regards to getting your message out to others. All the belief in your product or service will mean nothing if you are forced to go out of business due to lack of customers or clients.

Internet Press Release Service

I have not even touched the subject of submitting press releases to Internet press release services. This is a fantastic way to deliver your press release to literally hundreds of thousands of industry professionals and even direct consumers. Search engines can pick up on these press releases. I have not included the subject here for two reasons:

a. It may require 10 articles of this size to cover all you might need to know AND
b. most are not free.

That being said there are a FEW, just a few press release sites that may be worth exploring. In addition I have not touched on the wording of the actual release here. The wording of the release is paramount in getting that release printed in the media. It is imperative that this be done properly, as it can mean the difference between your press release being put on the front page or in the trash can. It would not be possible to do justice to either of these topics in a single article such as this. Future articles will cover these topics in detail.

Free Publicity Focus Group
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