Buckaroo BVGN - February 2010

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February 2010 - Volume 8, Issue 2

How to Use Press Releases in Your Marketing Program

By Deborah L. Daily

If you've ever felt reluctant to submit a press release because a) you weren't sure how to write an effective release, or b) weren’t convinced of a press release’s value, pay attention to the following advice.

A good press release can be more valuable than an advertisement, generating more potential customers. It’s more cost-effective and can make a huge impact with fewer limitations. While an advertisement is seen in one place for a limited amount of time, a press release can be picked up by numerous news outlets over a 14 or 30 day period, depending on publishing schedules.

Therefore, you'll want to write as many press releases as you can.

A good press release is essentially a good news story. Any time your business releases a new product or does anything newsworthy you should tell the world about it. The press release will be welcomed by journalists and Internet writers whose job it is to educate and inform. They will either use your press release intact or use it as the basis for an article.

The result? Publicity, credibility, and a stream of customers.

Use Press Releases in Your Marketing Program

The elements of a good press release include three essential parts: the headline, the introduction, and the body. Since good news stories are people-centered, these elements should be focused on the “people” aspect of the story.

Take care that the press release is timely, relating to something that has just occurred. It should also be brief, to the point and factual. Be sure that the grammar and the spelling are standard and correct or else the press release will not be published.

It's a good idea to keep the paragraphs of the body short. This length will make the press release easier to read. Also, it is not wise to send extra material such as photos with the press release. If photos are important they can be posted on a website which is referenced in the body of the press release. Attachments can increase email sizes, making the message send slower and most notably tying up unnecessary space in the reporter’s inbox. Additionally, attachments can be an automatic red flag, sending your release directly to the reporter’s spam filter.

Lastly, journalists write in a special, very complex, writing style called AP (Associated Press). Writing your press release in the same style will not only be more familiar to journalists but also, make their job easier, which they’ll appreciate. The result: a more reporter-friendly article that’s even more likely to get published.

With newspapers cutting staff and doing more with less, it is essential to make news staff work as little as possible when reading and reformatting your press release. Doing so is not an easy task, however. Remember, there are individuals with journalism degrees for a reason.

Luckily, Buckaroo has trained experts to do just that for you. See how Buckaroo can help you write and distribute effective press releases as part of an overall marketing strategy today!

Buckaroo Clients!

Carmel Engineering

Founded in the 1970's, Carmel Engineering started a tool & die workshop and has since evolved into a food equipment processing and engineering firm today. With more than 30 years of experience, the Indiana-based company designs, engineers and manufactures custom equipment and systems for process and manufacturing industries. Carmel Engineering provides equipment repair and custom fabrication of replacement parts with unlimited part size capabilities. They specialize in single to small run production and repair, refurbishing, and improvement of equipment and parts.

Over time their approach has evolved to take advantage of innovations in the manufacturing industry and to integrate the tenets of chemical engineering that result in cost effective alternatives to OEM replacement parts, refurbished and custom designed products that actually exceed the original OEM specifications.

For more information on Carmel Engineering, click here.

ProMotion Fitness

ProMotion Training Systems was first established in 1993 to keep people OUT of the doctor’s office. ProMotion believes that health is a gift and a personal responsibility. Through training and lifestyle management ProMotion promises any individual the opportunity to enjoy the benefits of healthy living.

ProMotion Training Systems provides turn-key fitness management and programming for mid to large-sized employers. ProMotion works on-site to motivate employees to enjoy healthy living through a hands-on, person to person approach. They provide each client with a tailored program that addresses specific needs and fits their company’s culture.

For more information on ProMotion Fitness, click here.

Who is Buckaroo!
		Buckaroo Marketing \| New Media is a full service marketing company specializing in helping growing organizations achieve their marketing communications and revenue goals.

Know where you want to end up, but not sure how to get there? Buckaroo uses a proprietary process to learn the relevant facts about you, your audience, your goals, and your strengths and weaknesses. From there, we can provide a number of options that will meet your needs, allowing you to determine how you want to move forward.

Established in 1999, Buckaroo has worked with companies of all sizes, in a wide variety of industries. Today, we’re experts in the whole range of traditional and emerging marketing tools, so no matter what you want to accomplish, we can help you get there quickly, easily, and affordably.

be visible. get noticed.™

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