Developing your website content or social media pages are great for promoting your business, but traditional marketing methods can still provide great opportunities and so should not be ignored. It is important for businesses to move with the times, but it is also important for them to remember that many potential customers prefer to find information in ways that they are comfortable with. This is where utilising traditional promotional methods such as press releases can bring about great dividends for a business.
The increased number of news sites, blogs and rolling news TV channels ensures that there is a greater than ever need and desire for news. People who report and present the news are desperate for good stories that they can utilise. This is why there is a genuine opportunity for businesses to use press releases to get their story across. However, you should always bear in mind that news sources are being bombarded with news stories all of the time. This is why your press release needs to be of value and merit to them.
There are some aspects that you press release has to contain:
• It must contain the story
• It must be of relevant to the journalists audience
If your press release doesn’t have these aspects, it will be binned and the time or money you spend in creating the press release will have been wasted. It is possible to make sure that your press release provides everything that a news source is looking for. Press releases also have to contain a news element or angle. It is possible to work a promotional aspect into the press release but there needs to be a news story to base it around. If you press release is all promotion and no news, it will not be used.
When you are creating a press release to promote your business, it needs to contain the 5 W’s and a H. This means:
• Why and
If your press release contains all of these elements, you will be well on the way to creating a press release for your business that will be of interest.
In the context of a new product launch or an opening of a new store, it is easy to see how important the 5 W’s and the H is for a press release. The Who is the shop or retailer involved, what will be the product launch or the opening of the new store, the where is the location of the store, the when is the time and date of the event. The why and the how can provide the depth to the story, offering more insight into what is on offer or what the benefits to the customer will be.
Always be sure to add a news element
In this sort of scenario, the news aspect comes in “the what” and the benefits to the end audience comes with the why and how. The rest of the information are the vital components that people need to know to be able to take action.
Ultimately, a press release is like any other form of promotional activity in that a business is hoping to persuade people to take action. In the above scenario, the action would be consumers coming to the store for the product launch or the grand opening.
While having an online presence is crucial, not every potential customer is online. Equally, not every person will take consumer advice or guidance from sites or blogs. This is why it is important to promote your business with traditional methods. Using a press release can provide an affordable and effective way to reach out to more people, and to reach out in an effective manner. News agencies and journalists still carry a weight of approval for many people, so having your business promoted in print or on TV or radio will be a huge factor for many consumers when it comes to making a buying decision.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.