Unfortunately, there are press release “traps” out there just waiting for the unwary. Releasing what can only be called an ad as a press release is a misconception many fall for… a press release in no way resembles an ad.
Off and on I am contacted and, at some point during the conversation, the idea of press releases comes up. A press release is a specific way of marketing. It is not “advertising”, but a true announcement of something major such as:
o A business anniversary
o New or upgraded website(s)
o Transfers of ownership
o Milestone accomplishments
o and more
Writing a press release is done with the intention of getting journalists – news journalists – interested in picking up your story and running with it. In other words, writing a news story around your major announcement.
I’ve seen the “free press releases” online, too. Legitimate press release firms will insist upon your copy being true press release material. Should you run across anything else out there that claims to submit your “press release” to all and sundry, yet accepts solo ads or super-hype, then you do know that you have not just sent out your first press release. And, you should know, it’s not ending up where you think it should – in the hands of others that will pick up your “news” and spread it around.
So, just to be clear on what a press release really is (and no they are not the only game in town, but they have a huge reputation online), here are two links for information along with a video:
Press Release Writing Fundamentals with tips to help you write press releases
