Why do you want a to send out a press release?
Most answer the question because they want media attention to Their business, cause or event. You go through the motion and you send out the press release via some database that you think reporter and journalist use to gather information for story and articles. Maybe, you are lucky and you an email or phone number to your local news outlet. Even better your local news outlet has a community section that you can place a free ad. The last one is really wonderful because that will get the public to your event. We all know getting the public out builds our audience. Event day comes and lots people show up and have a great time but no-one from the media showed up. Why didn’t they come?
Journalists have a responsibility to there audience to be entertaining and supply them with the information they are looking for. So, you as the savvy business owner must set back and think about two things before you contact the media about anything.
- Is this media outlet have the best audience for my event, cause or business?
- How will my information benefit this same audience?
Now, that you are thought about that you can change your email or phone call to the press. You will now tell I am contacting you with information about you can help solve an issue in your community. Remember, not all journalist are reporting on the same issues you have to the right person. At this point, you should sign-up on a website like https://www.helpareporter.com/. You are looking for the right person you are reporting on the issue or problem your business or event can help people with.
Here is the thing you want to have in mind? Is your solution timely to an issue that is being broadcast today? For example, a friend heard about a local municipal coalition was giving themselves a raise but the issue was that the public could this as an unearned raise that might increase taxes. My friend called the local radio station reporting on the issue. He was able to discuss the impact of the proposed raise and deliver information to the public he is now running in a municipal election in his town. Here is why he got the time on-air.
- This was a timely issue
- The public was looking for answers
- As a former elected official, he was an expert on the subject
You can do the same for your business. Find the timely issue and answer to that issue as the expert with the answers as to what is going on. Sell your event as the event that can help inform or entertain the audience you and the media outlet are looking to serve. Discuss with them feature and benefits. Stop using tired press releases that don’t work and learn to leverage the media’s audience to get your message heard.
