A strong press campaign should be utilized to tell a story about the progress and growth of a company over time and distributed directly to media outlets for quality media placement. Press Releases are not just updates for shareholders. A well written news release can be utilized to broadcast the company’s launch, a new marketing promotion or announce a new division or expansion of services, address a crisis management situation and seriously help marketing efforts.
New Media Technology, a South Florida based web development and public relations firm, writes press releases for Fortune 1000 companies and obtains media placement in some of the world’s most renowned publications. The key to successful press campaigns is not producing long winded releases but frequent ones that put a company in the headlines on a consistent basis.
Strategic press release campaigns should ideally be planned out at least 3-6 months in advance. When working with a Public Relations professional, a firm should be able to share their upcoming promotions and changes that the company will be experiencing and the professional will draft news releases for approval. When working with a media relations professional, each release should only have about one to two revisions before they are ready to be released. While new developments may warrant a prompt-to release to be issued such as a personnel change or crisis management release, a professional public relations staff will advise its clients to stick to a disciplined distribution schedule which a new release is issued on a bi-weekly or monthly basis.
Professional press releases should be able to update the public and media on the current events of a company while enticing them to learn more. With each news release, there should be a set of objectives set by both the media distribution team and the company. Each release should be authored with the intent of pitching a particular story or attract new clients for the company. For example, when New Media Technology worked with a Fractional Yacht Management firm who was looking to add new vessels to its fleet, NMT created a “Sell My Yacht” promotion that earned national and regional notoriety. The PR firm authored one release that drew attention to the concept of fractional ownership and reinvented the company’s management program. The campaign not only enlightened the public on fractional ownership but also drew in three new yachts that were sold through their fractional program, bringing in additional revenue for the company in Summer of 2008.
By working with a professional who is also familiar with marketing and search engine optimization, a company can seize the opportunity to not only take charge of their image but also save marketing dollars by coordinating with internet marketing efforts. In addition to having copyrighting talent and strong relationships with the media, today’s PR professionals must be knowledgeable in optimizing releases for the search engines and utilizing the power of web 2.0 and social networking to get the most out of any press campaign.
Hiring a professional with new media expertise to write press releases for a fortune 1,000 company ensures that a company’s image is protected and that a media presence is maintained on a consistent basis. By commissioning the services of an outside professional, a company is guaranteed to have a release campaign that is objective and provides a fresh look into their business model and public image.