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A product launch is the perfect opportunity to introduce your company to your customers. Explaining how your product is different from - and better than - others in its category is the surest way to attracting the right eyes to your press release. Know how to write a press release and tips for a new product launch with PR for Growth here.
When it comes to good media relation, press release can play an important role in maintain a good relation with your audience and distributing media channels. Learn how to write & create press releases for new online market here with PR for Growth.
If you are unsure whether your idea for a press release is newsworthy, the experts at PR for Growth blog & Faselis Growth will give your release an evaluation and help you make it newsworthy. You should ask for help if you don't know. Visit us to know more about how we can help you by our amazing press release and marketing tips.
To write a successful press release, you need to think like a journalist. Read 6 important press release writing tips to write an effective press release here.
Publicize Your Business With Profitable Press Releases
WRITER'S BLOCK? 4 TIPS FOR CREATING A STORY THE MEDIA WILL LOVE
~by Rebekah Epstein of fifteen media
When I graduated from college, and entered the real world of PR, I had a fictional idea of what being a publicist entailed. I thought it went something like this: a client creates a cutting edge product, the publicist sends samples to the press, and then the press jumps on the opportunity to cover the product. Ha! If only it were that easy. The reality is it takes a lot more than a press release and samples to snag a stellar placement.
The most challenging part of being a publicist is coming up with new story ideas to keep your clients fresh is the media’s eye. Yes, in an ideal world, the companies you work with would constantly be producing new, innovative products that the media loved. However, that is not always the case. This is where us, PR professionals, have rightly earned title of “spin doctor”. The ability to come up with relevant, interesting story ideas differentiates rock star publicist from mediocre ones. Even if your client hasn’t released a new product in two years, it is still our jobs to keep up the buzz.
Here are 4 tips that will help to get those creative juices flowing:
Use current events. To me, this is one of the easiest ways to come up with story ideas for my clients. I troll through all of my favorite outlets to see what the press is already talking about, and then piggyback on that. Why reinvent the wheel? For example, an episode of Kitchen Nightmare went viral, and sparked a social media tirade from the owners of Amy’s Baking Company in Scottsdale, AZ. This story was covered by most of the national news outlets. I pitched all of my clients that specialize in branding, marketing and PR to let the media know they are available to comment on the situation. In the end, we received requests for quotes from a few different outlets. Using current events to inspire story ideas will make your job 100x easier.
Look for background stories. Sometimes I come up with my best pitches from casual conversations with clients—the conversations where we aren’t in business mode. I pay special attention when a client is talking about life in general. Subjects, such as company culture, leadership style, hobbies, and personal inspiration, can all make great pitches. Also, if you find out something interesting about a client, it might open the doors to pitch publications in different genres.
Diversify the types of placements. There are all different kinds of media placements in the world of PR, such as, quotes, contributed pieces, profiles, interviews, etc. Pitching a general product mention will only get you so far. Instead, brainstorm in terms of the kinds of placements you can secure. Your pitch will look very different if you are pitching your client as an expert vs. a contributor. Also, sometimes a topic idea doesn’t make sense for a profile piece, but it might work for a contributed piece.
Define the client. Keep in mind that the ultimate goal of every client is to use PR placements to sell their products or services. If you remember the latter, it will help to keep the campaign focused. Before I start any campaign, I sit down and define what kind of consumers will buy the products. Then, I pitch publications that those consumers read. Recently, I worked with a company that makes technology for cardiologists. Right away, I pitched cardiology trades because they target the direct demographic, so you are likely to get a placement quicker. Then, I went after mainstream technology and health contacts.
When a client expects you to be creative on demand, it can be a challenge; coming up with quality story ideas takes time. The key to great PR placements is offering the press topics that are new and relevant all at the same time. If you are constantly trying to do this, your press contacts will be more open to your pitches because they know that you understand the industry.
Rebekah Epstein is the founder of fifteen media, an agency that works exclusively with PR firms to streamline media relations in a digital era. She specializes in business, lifestyle, fashion and beauty. Rebekah also blogs about all things Gen Y at Neon Notebook. Follow her at @BekahEpstein
(Photo credit: http://suziechick.blogspot.com/2012/06/dreaded-writers-block.html)
