It’s time to take action. Get past the excuses: “We don’t have time.” “We don’t have anyone to write it.” “We don’t know how to write a press release.” Provide solid news. Make friends with the media so they will get to know you, and then talk about you.

The benefits:

  • Free Publicity: All companies should use press releases as part of their marketing efforts. You don’t need a sexy story. You do have stories that can get you coverage in trade journals, online media outlets, blogs, podcasts, and analysts who cover your industry. But you can’t get the free publicity unless you tell your story in a press release.
  • Be an industry expert. Industry experts have credibility. Credibility builds trust. Once a prospect trusts you they are more to buy from you. Plus, remember that the media are always looking for industry experts. Press releases are how they find out about you. Whenever the media needs someone to comment on your industry, you want to be the go-to.
  • Press releases go viral. Just think about the daily news. If you listen to the radio on the way to work you hear the newscasters repeating what they’ve seen in the newspapwer. Media outlets get their stories from each other. Major media outlets pick up their stories from local media outlets. Just think, a reporter picks up a story, and then it spreads from one media outlet to the next.
  • It’s not just the media. Online press releases mean the media is no longer the only audience reading your news. Millions of people get their news online at all different times of the day. Many of these people are your potential customers. Be clear about features and benefits.

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