What’s up with all this frenzy about press releases and how many to send and what’s “old school” and new schoo?
Here’s a journalist’s take on it (of which I’m one) … DON”T SEND ME A PRESS RELEASE –
1. about your company birthday
2. about a seminar you’re giving that is closed to journalists
3. about a company anniversary unless it is accompanied by an unbelievable news hook
4. books you are mentioned in
5. employee trips – unless your CEO is going on tour and you’re trying to set up meetings with journalists
Don’t corrupt the power of a press release to get real coverage on the media side because you are so focused on getting a boost in search engine traffic and trying to get folks to your site to download an ebook. While that’s great, and can be instantaneous, please remember that long-term what’s even better is to get coverage in a major magazine.
Here’s a major magazine story that one company garnered and it wasn’t by sending out ten press releases a day, it was by doing good work and sending out press releases when the company actually had some real “news”.
There’s a fine balance between trying to drive visitors to your site via a press release and sending out releases to get news, media and even blogger attention. I think the balance should always come down to providing readers no matter who the target with something that is of real value to your potential customers and media. So for instance if you want to send out an extra release here and there, then target it still around delivering value.
If you’re a company that produces heaters for homes then send out a release about “Tips for Reducing Your Electricity Bill in Winter” during the Fall season.
Ask yourself what you really want people to understand about your company, and always target your releases and your content around that.