Why consider sending a media release?

The lens If you want your business to stand out from the crowd, a media release may just be the answer. Not only can you enjoy free publicity, you'll also get added recognition.

The media are always looking for stories of interest to fill their newspapers, magazines, websites, TV and radio shows. If you can offer them something that is newsworthy, topical, interesting or entertaining then you have a good chance of your story being used.

Sending relevant media releases often ensures you stay “top of mind” with your database of media contacts and is great public relations for you or your business when your story is run.

Here are some good reasons to send a media release any time you have something interesting to say.

1. Continuous brand building.

Anytime you get a media “hit” and your name is mentioned it will add to the public’s awareness of your brand and what you have to offer.

2. Credibility of your message.

An editorial story is a lot more likely to be read and recognised than an advertisement. Seeing a story on the TV news or reading about it in the paper gives your product or message a lot more credibility.

3. Good value

Certainly cheaper than advertising and free if you write and issue your media release yourself. You could end of with thousands of dollars worth of free editorial coverage.

4. Clients and customers kept informed.

You need to find ways to continually keep in front of customers and clients. Perhaps they will see your story in the newspaper. But why not call and alert them to your story or send a clipping of your article to keep in touch? Better still include comments or quotes from your clients in the media release.

5. Improves clarity

Writing a media release will help you get clear on what your message is by being succinct and concise with the words you choose. Clients will gain more understanding of your products or services also.

6. Communicating who you are

Communicating with others about what you do and how you make a difference is what public relations is all about. Getting into the habit of sharing your successes and achievements by sending media releases will aid in raising your profile.

7. Gaining expert status.

Gaining publicity in the media will help you become known as the expert in your area and will enhance your image and reputation.

Sue Currie is a business educator and speaker on personal branding through image and media. Sue’s strategies help boost your public profile and increase profits by enhancing your professional image and building brand visibility.

5 comments | Add your own

Great article Sue! Do you have any tips on how to contact the media with our articles/releases etc... I don't have a single media contact at the moment, being a regional based business, I've never really dealt with the media. Simon Jones from Nyora, Victoria
Simon,
Depending on your business. You can start by contacting your local regional media. Just ring them up and find out the name of the editor or news editor of the paper, radio stations and TV stations, plus their contact details.
If you have a great story idea and write a media release about that you can then send that off to your contacts and of course follow up with a phone call.
The key is having something interesting to publicise.
If you would like details on where you can buy national media guides take a look at my website and click on links. www.shinecomms.com.au
Also there are lots of magazines that may like a story about you or your service. Perhaps start at your local newsagent and check out the ones that are suitable for your product. Editors contacts are usually at the front of the magazine and then just ring them up or email them with your idea.
Hope these tips help. Sue Currie from Sydney | Read my articles
Thanks Sue! I'll try them out. Simon Jones from Nyora, Victoria
I couldn't agree more! For those who want to test the waters first, I highly recommend writing a letter to the editor.
My work as an Ombudsman is unique, and often people don't understand how having an in-house neutral can benefit a business. That's why I was so keen to write to the editor of Inc. magazine about an article on mediation.
Not only did their readership learn about another way to manage office tensions, but I was featured in the Nov. 2005 special issue. Talk about a rush! All kinds of good things are flowing from the exposure.
So, if you feel shy about pitching a story to media, try writing to the editor as a good first step.
Dina Lynch, Ombuds
WorkWellTogether.com
Featured in Inc. magazine Dina Beach Lynch from Boston, MA
As a PR professional and magazine Editor, I can say that this article is accurate and provides good advice. I also advise my clients that a media release must NOT be a bid for gratuituous advertising. Editorial is stronger than advertising but must not be attempted when advertising clearly is more appropriate. Editors will see thru the ploy and be disinclined to deal with you. Be clever - promote an interesting angle - give the story a personal 'face' - recognise what is 'newsworthy' and what transparently pushes your own barrow. And don't be afraid to ring a journalist or Editor to discuss a potential story - but do have a 'script' ready and be very sure of the message you want the media to broadcast. Keep it short and to the point. Good luck. Penelope Herbert from Mawson Lakes, Adelaide

5 comments | Add your own

Add Your comments

Preview comment

Name

Website *

Town / city and country

Email (never sold, displayed or given away)

* This will link your name to your site. So please avoid self promotion elsewhere! We delete spam, disrespectful or off-topic comments.