Tips for Getting Free Advertising through Press Releases

How is a Free Press Release Different from a Blog or Article?

A press release most often is sharing an announcement or commentary on a topic that is of community interest; in other words, “newsworthy.”

A press release is written about or around a current event or a topic that is of great interest to the public or a business sector and can pave the way for sales of a product. Microsoft®, for example, strategically uses press releases and announcements when a new version of software is about to be released. Because many computer users use Microsoft® products in their work and personal lives, the company’s press releases are newsworthy.

Unlike articles written for magazines or websites, press releases are not just about what a company offers. In fact, it is not until one reads the end of the release that it is discovered who the author was and how to get more information.

Press Releases are also FREE advertising. The trick to getting newspaper and television coverage is by making what your business offers of interest to people in the present time.

Note: If your press release does not follow the guidelines in this article, your free press release will be seen as merchant advertising and will be treated and charged for as such.



Finding the “Hook” for your Business’ Free Press Release


Finding the relevancy of your products or services to a topic of current interest is called a “hook.” Your business products and services need to “hook on to” an event or discussion of importance.

If your business serves just your regional area, you need to find a topic of great interest in your local community. If your business serves customers on a national or international, the topics have a wider range from which to choose.

For example, let’s say that your business sells communication equipment such as CB or HAM gear. Now let’s suppose a serious earthquake happened in another area or country and those areas had lost methods of communication. Add to that, perhaps your own area is earthquake-prone.

You could devise an emergency communication program and offer free communication in case of a serious earthquake in your own community. In your press release, you would explain who, what, where, why and how your communication system would work for people in your immediate community.

This type of press release would be termed a, “Human Interest” story. Because your business is offering a service to the community, it would be seen as informational to help ease worry as well as commendable on the part of your business in offering a free service.

Even if such an event would not take place, your customer base would grow simply because of the advertising you gained for your humanitarian efforts; raising the trust level for your products and services in the area.


Does your Business Have a Historical Tie?

Community history is always newsworthy. Does your business operate out of a historical home? If so, who was the family and what did they do in the community during the “good old days?”

Is your business family owned? Did you have ancestors who settled in the area? What was it like during those days? Do you have photographs you can share?

Is your business marking an anniversary of being in business for over 10 years? Is there someone in your employ who has an interesting background and story to tell?

In general, people like to read about people. Stories about people and history are always of human interest and are interesting topics to write about.


Who Writes the Press Release and How to Submit One

Any good writer can write a press release, especially if the writer has had experience with writing for the press.

If there is a story to tell but you know of no one to write it, call a newspaper and find out who you need to speak to about your press release. Most newspaper offices have different departments; you would not want your free press release on emergency communications in the “Garden” section.


At this point, you can do one of two things:

1. Go for it. Submit your completed press release by fax, mail, or hand-delivery. Be sure to include any photos as well as the contact information for you and any other people mentioned in the article who are available for interview.
2. Submit a query. Send a letter to the editor or reporter about the press release you would like to do. Many times, especially if the story is particularly newsworthy, a reporter will come out to interview you and write the story themselves. Again, have any photos on hand as well as the contact information of any other people who can be interviewed.

You can also submit completed press releases through a number of press release companies on the internet, although the chances of your releases being printed for free (without any fees whatsoever) are greatly diminished.


Important Points to Remember when Writing and Submitting Press Releases:

1. A press release is not meant to sell your business’ products and/or services.
2. READ the newspapers or publications before you submit a press release.
3. Find out the appropriate editor or reporter for the department you are appealing to.
4. Have photos and a contact list of other people who can be interviewed.
5. ALWAYS thank the press outlet for publishing your press release.

Job Info , Jobs , Career

Business Ethics To Practice

There is a lot of tension that business managers have to learn to deal with in today's business environment. Shareholders want higher profits, but the workforce wants higher wages. Consumer want lower prices, but suppliers want to charge more for parts and supplies. In the midst of all that, companies need to keep a close eye on business ethics issues.

Ethics in business has been a concern for businesses for a while now, but events of the past years has mad it even more of a focus. It seem like it should be such an easy thing; do what is right and you won't get into trouble, but deciding what is right seems to depend on who you talk to.

Business schools teach managers have a responsibility to grow the business and get the best return for the stakeholders, but some times the stakeholders have conflicting concerns. How do business ethics apply to that type of situation?

3 Important Business Ethics

While there are often times that the answer is not clear cut, there are a few standards that will help you avoid major missteps.

Honesty

One business ethics rule you should never violate is to tell the truth. Regardless of what problem you might face, you will never go wrong by being honest. If you need to make a decision that is not popular, or may even harm one group or another, be honest with the people involved.

Most of the major business ethics scandals over the past years have come as a result of business leaders that were dishonest. Knowing right from wrong, they chose wrong, and then lied about what they had done. Those in the organization that were not involved in the original problem ended up getting in trouble when they participated in the cover up.

Perhaps the most basic tenet of business ethics is maintaining honesty. Those you deal with may not agree with you, but they will respect the fact that they know that you are telling them the truth. That goes a long way with people.

Integrity

Business WomenThere are times in business when people do something that may be honest, and it may be the right decision for the company, but they go about it all wrong. You have heard stories of companies that announce layoffs the week before Christmas.

Many times these companies new about the decision weeks or even months before it was announced, but in order to avoid problems, they put off the announcement until the last minute. Integrity in business ethics would say that you tell your people what is coming so they have the opportunity to prepare for the layoff.

The same is true with price increases for your clients. If you need to increase prices you need to be honest and up front about the increases, not try to slip an increase in unnoticed. This type of behavior usually backfires, and the reputation of your business is harmed in the process.

Security

One area that has improved over the years is the issue of security of information about your clients and customers. There have been too many examples in past where a company has sold customer contact information to a third party for marketing purposes. You customers end up on a junk-mail list because the company owner saw an opportunity for a quick pay-day.

You need to apply business ethics by making sure that any information you collect about your customers is kept completely private. If your customers do not feel safe with your business they will quickly go to your competitors, and you will have a hard time trying to win them back.

Code of Business Ethics

One way to make sure the people in your organization abide by your business ethics is to write a Code of Ethics for your organization. This sends a message to your employees and your customers that you practice good business ethics.

Be prepared to spend some time getting this right. It isn't something you can typically knock out over lunch one day. You need to make sure it truly captures your view of business ethics for your organization. If you do this half-heartedly, your customers and employees will see through it, and they will probably doubt that you truly hold to the business ethics that you claim are important.

Points To Keep In Mind…

• Many problems can be avoided by being honest with the people involved.
• Sometimes businesses do what is right, but they go about doing it all wrong.
• A Code of Business Ethics lets your customers and employees know what is important to you.
• Once you lose the trust of the people you deal with it is very hard to get it back.
• Your Code of Ethics needs to truly reflect what you believe and not just something you threw together.

Job Info , Jobs , Employment