MARKETING THAT WORKSFor Immediate Release CLEVELAND (Jan. 1, 2007) - Would you like to take a stab at writing and distributing a press release to specific media affiliates? Be careful, because there are certain unwritten rules you need to follow. Most important, be sure that what you want to publicize is indeed newsworthy, suggests Kathleen Stevens with Farmington, CT-based Keiler & Co. The media will not take your company seriously if the first announcement you distribute has no news value. According to Jennifer Tio, president of Maximum Marketing Services in Chicago, "New people, new titles and new positions are all newsworthy and important. A new location, grand opening, change of address, renovation or addition to a business are also newsworthy - as are new services, new products and special events and promotions." Once you decide on your topic, Stevens says a press release should have your contact information listed at the top, along with a solid headline and a date so people know exactly when the release was issued. Your first paragraph should "tell the audience what you're doing, why, what benefit it is to them, how/when/where they can access this benefit and who you are," advises Drew Shippy, owner and president of Akron, OH-based Pinnacle Communications. He adds that if you have a positioning statement, you should include it in your release as well. Industry quotes from an expert in your company, along with a brief description at the conclusion of your release, also are needed, says Stevens. Before you print the document and distribute it to your local news outlets, double-check for spelling and grammar mistakes. Numerous press releases with blatant errors cross the desks of media outlets every day, and they don't make the best of impressions. If you don't have PR experience, you may want to consider consulting with a professional PR firm, notes Stevens. A firm can help ensure you have the correct format and are following the proper procedures. Bellwether Communications in Racine, WI, adds that parts distributors may want to consider tapping into their vendors: "Oftentimes, the brands will pull together marketing and public relations kits that contain all sorts of information and templates to help you promote and sell products."
