6 tips for winning news releases
Powerful news releases are both a proven marketing tool and a staple that editors need to perform their duties. Too often though, companies' news releases underperform, failing to connect with editors and reach base. By avoiding six common mistakes, companies can more easily help meet editors' needs and deliver a winning PR marketing effort.
You may have seen news releases that seem 'too light.' These have fallen victim to not having enough information; perhaps offering just four or five sentences of real, solid news and a similar amount of "about" information. To get your message across, it's better to show - with several facts, figures, benefits and differentiators - than to simply and insufficiently tell. If you're only sharing a few facts, you severely limit the coverage possibilities since you're distilling information into shallow content that best serves as short round-up coverage.
Thousands of news releases are sent out every day, but a company can't make news, connect with prospects and pump up its brand unless it successfully meets editorial requirements.