One cost effective way to raise industry awareness about your business is through the corporate press release. Hiring a new vice president, reaching a corporate milestone, introducing a new product or service, or signing an agreement with another company are all occasions that merit a press release.
Once the release has been composed, you can send it in an email to media outlets like The Green Sheet (press@greensheet.com) or pay a fee to have a newswire service distribute it for you. Whatever works best for you, the goal is to get your name out to your targeted market and circulating in the media ecosystem on a regular basis.
The main benefits are threefold. First, the occasional press release affords your business instant name recognition. Even if individuals can't quite remember where they saw your name online, it will register when you hand out your business card at the next tradeshow. And this is far better than handing cards to people who haven't heard of you before.
Second, news organizations often get story ideas from press releases. For example, if you announce you have just topped a certain processing volume in a particular niche market, it may catch the attention of a news department and result in a call from a reporter for more information about how you conquered that market. To have your company mentioned, and company representatives quoted, in articles raises the prestige of your business.
Third, your colleagues and competitors read press releases, too. Your legitimacy as a player in the industry, no matter how small you may be, is therefore enhanced when your company news finds its way into the news feed along with Visa Inc. and First Data Corp.
Here are a few things to keep in mind as you compose press releases:
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