How To Use Press Releases To Get Media Coverage
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Transcript of How To Use Press Releases To Get Media Coverage
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Press Release CrusherHow to get the media to fall in love with you
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Press Release
It’s all about building your reputation.
It establishes your credibility and generates awareness even outsides
your circle.
It’s crucial todifferentiatingyourself fromthe competition.
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TYPES OF TESTIMONIALS
Customer Testimonials
Celebrity Endorsements
Experts
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The Ultimate Testimonial:When media or any organisation covers you.
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MEDIA ENDORSEMENT
The Halo Effect
It’s when our overall impression of someone influences what we think or how we feel about his character.
When someone endorses a specific product, our positive evaluation of that person affects the way we perceive the product, as well.
People are more likely to respond if you’re an expert.
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PRESS RELEASE HOOKS
All they want is a good story.
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Follow the general mediaUse Google AlertsKeep an eye on Yahoo AnswersDetermine your most popular blog postsSurvey your customers
“How do I find this hook?”
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HOW I SOLD THE MCG
I wrote a press release.
“Melbourne Man Sells MCG for $24.95”
It got picked up by the media: from newspapers,
to magazines, to TV.
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OFFLINE PR
Geared towards:Generating publicity with print, radio, TV, conferences, and other events held at real-life venues.
Example: MCG
People want to know how the young man from Melbourne sold the MCG for $24.95.
Press Release
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Tactics:
Write press releases, speak at conferences, run contests, and contribute articles.
Magazine Newspaper Radio
What worked for selling the MCG
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REPORTER ATTENTION
Reporters are always on the lookout for good story ideas.
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“How do I get their
attention?”
Know the focus of your target publication.Get to know their players.Have several story angles.
Tools:
HARO (Help a Reporter Out) An online service for journalists who wish to obtain valuable information for the stories they’re covering.
SourceBottleAn online service that connects journalists with valuable sources.
Become a reporter’s friend.
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ONLINE PR
Geared towards:
Getting through and influencing a market that may exist only online.
Generating hype on the World Wide Web: from blogs, down to forums and social networks.
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Tactics:Create videos that can go viral.
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Write SEO-optimised press releases.
Write blog posts that warrant discussions among your target market.
Keep in touch with clients, (business) followers, and key influencers via social networks.
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HOW TO WRITE ONE
Write a good one.While a good press release doesn’t guarantee immediate media coverage, it will pique people’s interest.
Key Elements:TitleSummaryBodyAbout the CompanyContact
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Always go for a definite style, flavor, & premise.
Find your angle. Make sure you have something newsworthy to announce.
Go for catchy headlines. There’s no strict rule with regard to having a headline in “corporate-speak.”
Announce with your hook.
Always get to the point. Explain your announcement in a clear manner.
Include quotes. You’re basically providing journalists good quotes to use.
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Write it well. This leaves journalists with less work to do.
They will be more likely to run your story than others that require a
whole lot of rewriting.
It’s notaboutyou.
For tutorials, visit:www.youtube.com/theSEOmethod
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Start watching Haro +SourceBottleStart watching yourmarket news.
Test out online PRNeed more help?www.melbourneSEOservices.com
ACTION PLAN
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Keen to learn more about craftingan excellent press release?
Visit:www.melbourneSEOservices.com