Your competition is in the paper again. They were cited for their expertise in their field. Why does this keep happening? Why can't your company be interviewed for these articles? In a few words, the answer is good press releases. The competition is being used in the media because they are making themselves available to the media. Not just as a story, but as a resource as well. Your company can do it too- all it takes is some careful planning and excellent writing.
It all starts with a story. Not just any story, a story that is relevant, useful, or newsworthy. If you have no story, you have no reason to write a press release period. Think about what your company does; the services it provides. Why is your company useful in the scheme of things? Are you a plumbing service that specializes in fast service? How about a restaurant that prides itself on serving the best steak in town? Regardless of what your business does, you need to focus on what it does for people, for the community, or for your town. A story is really not about your business- it's about what you do for others that is important. It's not a big story that a plumbing service offers fast service. But it is a story that the plumbing company is the first to get a special machine that saves customers time and money. It is not a story that a local restaurant serves tasty steaks, but it is relevant to people if it is the only restaurant that uses local beef in its dishes, thereby supporting the local community of beef cattle ranchers and serving the freshest beef possible.
If you are stumped for a story, that's okay. Just hire a professional copywriter that has experience writing press releases. If you are uncomfortable talking to the media about your story, hire a public relations expert or firm. It pays to write and distribute press releases correctly to ensure maximum effectiveness.
Think about what your firm does for others, write a good press release, then make yourself or your company available to the media whenever they need your line of expertise. Then, perhaps next time you pick up the paper, your firm will be right there in black and white.
About this Author
Copyrighted article by Jill S. P. Watkins, President of Write On Target Communications, LLC. The firm specializes in copywriting and marketing consulting. To find out more about Jill and Write On Target Communications, visit the Web site at: http://write-ontarget.com
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