Editorial is not advertorial - and that’s well worth remembering. Make up a little song about it, chant it in your sleep if you have to. Whatever it takes. Because it’s the key to grabbing some valuable PR.
Most press releases read something like "10 reasons why we’re fantastic!", which loads of newspapers would be happy to print - as long as there’s a cheque attached. Advertorial, or paid editorial, lets you get away with anything. But it’s nowhere near as credible (or cost-effective) as genuine editorial.
If you want your press release to win precious column inches, it needs some genuine news value. The plug for your business is almost incidental – it’s a story first and foremost.
So how do you turn your business into something fresh and fun and newsworthy? Well you don’t have to go mad. You don’t have to paint your office bright pink or bounce round town on a pogo stick and say it’s for Children In Need!
Just click over the page for 5 ways you can position yourself to the local (or national) media:
1. Be the Entrepreneur – and promote your: - Accreditations - Awards - New markets, products, services and contracts - Strategic alliances - Patents - Appointments
2. Be the Networker – and promote your: - Media coverage - Speaking engagements - Trade show appearances - Event sponsorship - Connections with a notable figure
3. Be the Publisher – and promote your: - Newsletter launch - Online service delivery - New website or blog - White paper, manuscript or e-book
4. Be the Benefactor – and promote your: - Charitable gestures - Products or services for social inclusion - Efforts to further a noble cause
5. Be the Expert – and promote your: - Opinion on relevant issues - Market research or survey, with analysis - Predictions - Market observations - Analysis of current affairs
Whatever your business, there’s no end of news value. But remember, it resonates more when you find a topical hook for your subject matter.
If you’re a landscape gardener, send out your words of wisdom to coincide with the first day of spring. If you’re an IFA, wait till January when everyone’s skint, or comment on the latest budget.
And keep an eye out for days that celebrate different causes. National Car Free Day is a great opportunity for anyone who offers support to home workers.
James Daniel is a copywriter and MD of EarthMonkey Media, a UK based creative agency specialising in online and offline marketing. For more of James’ tips & tricks, visit ukcopywriting.blogspot.com or sign up for a free monthly newsletter at www.earthmonkey.co.uk.
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