Press Releases

Press Releases				Managing the Media
overview	writing	editing	distributing	media kit	media relations	media training

An estimated 70% of news comes from outside sources in the form of press releases. Advertising keeps your company in the public mind, but publicity that appears as news is more trusted by the public. And most of that news doesn't originate with the media outlets themselves.

The press release is fundamental to the news business, and its importance is often underestimated. Some of its value can't be measured, such as top-of-mind recognition for your company. The press release is a major form of communication in business, government and both private and public institutions.

The major reason why so many press releases end up in media waste baskets is that they just aren't newsworthy.

We know how to frame a newsworthy press release and are well-positioned to provide the following direct services to insure your press release results in publicity:

writing

editing

distributing

We can also provide the following support services for your press releases:

media kits

media training

media relations

Any media outlet exists to serve its audience. So, it must emphasize local and regional news. Your press release must be important to a medium's particular audience. Think of what media your prospects read and watch, and send your press releases to those media.

Press releases must be news, not self-serving advertising. They need to give information that's important to the readers. For example, check out TIC's 30 Reasons to Prepare a Press Release.

Our press release writing techniques get the attention editors and journalists. We can create or edit the perfect 7-component press release and get it into the hands of all those publishers who will immediately rush it into print or even pass it on to a journalist who can make it into a feature article.

Most press releases are accompanied by a media kit to provide background information on your company. Consider enaging our services to develop or update a professional media kit for your firm.

Successful media coverage may begin with a well-written press release, but it certainly does not end with that. There are many aspects of relating with the media that you will need to consider before, during and after the distribution of your press release. The media will contact you after they receive your press release and two words can help you make your relations with the media successful:

"Be Prepared!"

There are many simple things that you can do to present a professional image to the media. The time to do these things is early, so that your first contact with the media will not be your last. Our firm can provide that preparation to your executives and spokepersons through media training.