Today’s blog is a guest post written by Megan Totka of the Chamber of Commerce – which we have an awesome new partnership with. You can see our small business advice over at the Chamber of Commerce News & Issues Blog.
Press releases are a great way to communicate with your consumer base and others in the industry while creating some buzz for your company. New products, promotions and business mergers are a few of the traditional ways that press releases are used effectively. The launch of a new or redesigned website and relocation are other examples. But what about those times when you have no news that falls into these categories? How can you make the most of press release strategies when business is operating as usual?
Long gone are the days when press releases were merely a newsletter on company happenings. Today, the medium is effective in many applications. Here are a few creative times to draft a release that benefit your company and the people that will read it:
- Industry news. Just because your company does not have anything specific to say about itself does not mean it should sit quietly by. Keep up on the biggest news in your industry and then have a C-Suite member comment on it in a press release. Tie the news into the goods or services that your company provides and present your executives as experts on the matter. This strategy is bound to garner some Google love and bring some of the spotlight to your company.
- Seasonal. Retail establishments have a promotional schedule based on holidays and certain times of the year, like back-to-school. So why shouldn’t other companies cash in on this tactic? Determine what the seasonal buzz is year-round and create a press release calendar that coincides with it. Consider creating one release per month based on these ideas and find creative ways to tie in your company. This may seem like a tricky concept for businesses that offer niche services, but remember that the release does not have to be an exact “fit.”
- Breaking news. This is a little bit different from industry news because it extends to a wider group of people. Breaking news includes headlines of universal interest. This may include high-profile marriages or deaths, or natural disasters. Of all press release strategies, this one needs to be the timeliest. There is really no point in releasing a statement a week after an event has happened. Think of a way that your company can speak about an issue and ride the headline wave. For example, if your company markets baby clothing, use a celebrity birth as a way to talk about your product. If you are in the medical field, talk about the implementation of the latest health care changes and how they affect your customer base.
However you decide to write your press releases, remember the five marketing benefits mentioned in an earlier post on this blog. Press releases provide a controlled environment for talking about your company and are reader-friendly. Finding new, informative ways to reach readers will add a level of sophistication and creativity to what you have to offer the general public and to your industry partners.
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. Megan also specializes in Small Business Marketing.
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