Using Press Releases as a Marketing Tool

Quick reference

• 00:05 Now there could be some new reasons why people would want to
• 00:08 use press releases in their business.
• 00:11 As a marketing consultant, I wanna talk to you a little bit about
• 00:14 how it can benefit us, If we use it as a marketing tool.
• 00:19 Press releases should really be a fundamental part of marketing strategy.
• 00:23 When it's done right, press releases are a very effective
• 00:27 way to mark your company and to promote your brand.
• 00:30 And you can really increase sales with a relatively small cost to your company.
• 00:35 So how has the marketing potential of press releases then come about?
• 00:41 Thanks to the Internet, now a days businesses and high profile people and
• 00:46 influencers or musicians, dancers, actors, sports people.
• 00:51 All of them got direct access to a broad range of media through
• 00:55 which they can grow and maintain their audience or their customer base.
• 01:00 So if you publish a good press release, then people will naturally want to
• 01:04 share it on social media or link to it for as a for example.
• 01:09 So an outstanding press release can really be acting as what we call link bait
• 01:14 because it stands a high chance of being linked to by blogs and
• 01:18 social media news websites.
• 01:20 So this coverage will do a lot for your business both in the long term and
• 01:24 short term.
• 01:25 Still, because we've got direct access to the Internet, it doesn't mean that we
• 01:30 should abandon good relationships with journalists or editors and publishers.
• 01:34 Although the Internet has given the businesses of today
• 01:37 a greater international impact.
• 01:40 Still, keeping personal contact with the media is crucial
• 01:43 to getting your story featured on magazines and newspapers in your field.
• 01:48 This will also allow us to reach different groups of people, and
• 01:51 I'm sure that in order for your company to boom,
• 01:56 you want to really reach as many people as possible.
• 01:59 So, it's never enough the amount of press that we receive.
• 02:03 We really want to maximize our success rate with the media.
• 02:06 So, establishing this personal relationship with key editors and
• 02:10 publishers is going to allow you to submit your press releases regularly
• 02:15 to a variety of them.
• 02:16 And so overtime this becomes a useful marketing tool.
• 02:20 However, to keep the journalists engaged with your company's news,
• 02:25 we're going to need to make it worth worthwhile for them.
• 02:28 And here are some suggestions, just three suggestions to maximize your success.
• 02:34 Make sure that the press release can be relevant by
• 02:37 actually identifying the journalist and
• 02:39 the publishers who are interested in the news surrounding our business niche.
• 02:43 Also ask them directly what their criteria would be for
• 02:47 a good press release to ensure that yours will actually fit to their needs and
• 02:52 to their publication style.
• 02:54 Closely adhering to these guidelines
• 02:57 will increase our success rate when we submit an article.
• 03:00 Then, demonstrate expertise by only writing press releases about
• 03:05 the latest trends and things that it’s gonna be considered newsworthy.
• 03:08 Because the more press releases that you send that can be relevant
• 03:12 while written in up to date, the more likely that the publisher and
• 03:15 the journalist will be looking forward to your next press release when you send it.
• 03:20 So, the result then would be that you can gain recognition as a leading
• 03:24 expert in your field who will always have the latest information at hand.
• 03:30 It's really good to have a dedicated press release tab on your website.
• 03:35 So think about this for your own company.
• 03:38 Is this facility available at present, can we improve it?
• 03:42 It's important to make sure that your website have got this tab available,
• 03:46 at the bottom of your site.
• 03:47 All big companies do this.
• 03:49 Coca-Cola is a leading example in this respect.
• 03:51 This is three main benefits to the company.
• 03:55 Firstly it's going to allow visitors to the website to access all our previous and
• 03:59 all of current press releases.
• 04:01 And then most publishers, and editors, and journalists,
• 04:04 is going to find this a useful source when they verify a press release and
• 04:09 when they research for some more background information.
• 04:12 Also by having this section on your website that's dedicated to press
• 04:16 releases, you're actually sending a more professional impression
• 04:20 to both the customers, and to the media and
• 04:22 this will certainly benefit you brand in the long run.

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