Monday, October 29, 2007

Send Out a Press Release

Press releases can bring you unbiased publicity that can't be bought. Here's a real-life example of how to do it right.

We consult a young pro bass angler named Cody Malone, who is managed by his mother, Tina. Last week, we got the news that Cody qualified for the FLW STREN Championship as a rookie on the pro tour. We thought this would be a good opportunity to get some press.

Tina asked me to do the press release and I thought it would be better if she did it. Why? Because it's personal, and the press release would be coming from her and not from a marketing company. Tina went to this site, a press release generation tool, generated the release, then she let loose the hounds.

After calling everyone in town, here's what her efforts yielded:

  • A live interview on the KWTX-TV morning news program.
  • A feature on the KXXV-TV sportscast.
  • A story in the Waco Tribune Herald sports section, with the promise of a tournament update story.
  • An interview on the local sports talk radio station, KRZI.
  • The promise of substantial coverage in a upcoming issue of a local magazine.
The Keys to Success:
  1. Your press release topic must be interesting and have value to the media outlet. Don't be self-serving.
  2. Use personal contact.
  • Before you send the press release, call and speak to the person to whom you are sending the release. Ask their preferred method of receiving the release. Let them know who you are, and that you are the owner of the business.
  • Then send the press release via email, fax or snail mail (note: don't do all three).
  • Follow-up with a personal phone call to ask if they received it.
  • Then ask if they would like to cover the story. Don't for get to ask for coverage!

3. Be timely. When something happens worth talking about, act immediately.

Note: If you're wondering what's the big deal about a local fishing story, you should know that pro bass fishing is big business. Big sponsorship dollars are at stake. Cody Malone, Pro Bass Angler, is a small business with big aspirations. For an example, see Kevin Van Dam and check back with Cody's website in a couple of months.

For more small business marketing lessons and advice. See our other blog: The Marketing Spot, recently name one of the Top 100 Business Blogs.

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