The Often Overlooked Potential of the Modest News Release

Posted on Nov 6, 2009 by Kerry O'Malley

Although a simple news release is often overlooked because it seems relatively unimportant, it actually holds great potential – particularly releases concerning new products, processes, or technology.  Companies that employ engineers tend to place more emphasis on the writing of data driven technical papers, rather than something as simple as a two page news release.  Most technical papers could be recreated as a basic news release.  Sure, it takes some thought and effort, but a smart marketer will try to utilize every communication piece in as many ways as they can.  Here are some of the reasons why you should consider it:

It really is “News” to the trade media. You may not think your new widget will be of much interest to a well read trade publication, but those magazines rely heavily on industry supplied editorial to fill their pages.  Their staff cannot possibly find all the industry’s news without help.  So help them!

It lends greater credibility to your messaging. Readers tend to believe what they read in the trade press actually is news.  For the most part, it is.  When news releases are printed in a publication, industry surveys show that they are more believable than paid advertising.

It’s inexpensive. Relatively speaking, of course.  If you hire a professional to write and market your news release to the trade media, it will cost you anywhere from 1/10’th to 1/20’th of the cost to design and place one full page ad.

It builds brand awareness. The more your customers and prospects see your company name in headlines, photo captions and stories, the more equity you gain in their memory bank.  When they’re ready to buy, your company’s name is the one they remember.

It can be cross-marketed. Once written, the news release and any photos that support it can be used to reach prospects through other channels.  It can be: sent out through email or postal mail; placed on a “News” page on your website; designed and inexpensively printed to be handed out at trade shows.

If done consistently, it gets easier. The more you send, the more you expand the benefits.  Sending consistent releases helps create more awareness for your company among key editors.  Major trade publication editors receive hundreds of news releases weekly.  They obviously can’t print everything they’re sent.  If they come to rely on your company as a reputable source for sound information, they’re more likely to give your releases their attention.

Author: Kerry O'Malley

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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