Matt Michel
Contributing Writer
Service Round Table

1. Hire A Public Relations Agent To Pre-Write A Year’s Worth Of Press Releases

If you have trouble writing press releases, don’t try.  Hire a Public Relations agent and instruct him or her to write a year’s worth in advance.  Start with a calendar of seasons and holidays; identify any tie-ins with your products and services.  Prepare press releases related to new hires, milestones you expect to attain during the upcoming year, and so on.

2. Quote Your Own Press Releases

Sometimes media sources fun your press releases verbatim or with very few changes.  This gives you the opportunity to quote the press release as printed in the media source.  In other words, you’re quoting something you wrote about your company, but accurately attributing it to a third party, objective media source.  See, PR can be fun!

Some editors will use your press release as written.  Others will rewrite everything.  You can increase the odds of an unaltered run by crafting your press release with a degree of moderation.  In other words, do not make wild claims and editor may feel the need to strike.  At least, don’t make wild claims throughout the press release.  Write with moderation to lull the editors to sleep, and then see if you can slip in one good claim.

3. Repurpose To Your Customers

When you issue a press release, consider sending a copy to your customers.  If the press release runs in print media, by all means send copies to your customers.  Just be sure to get permission from the publication.  Some may require you buy reprints.  If they do, consider it a cost of business.

4. Repurpose To Your Vendors

Good ink for you reflects well on your vendors, or at least your salesperson.  Bankers, suppliers, and other vendors are more likely to value your business if they see you getting positive press.  So clue them in.  Be sure to send copies of all articles.

5. Search Internet To Find Local Publications

Take out a day to search the Internet for community publications and websites.  Don’t overlook small publications.  Often the small publications have the smallest staffs and fewest submissions.

Your search should include more than print media.  Do not overlook the blogosphere.  Some blogs are widely read and can lead to mainstream coverage.  Identify local blogs and include them in your press release list.

6. Send Video Press Releases

Google’s acquisition of YouTube signified a change in the world of media.  Essentially, YouTube (and a host of imitators) enabled companies to broadcast their own videos across the Internet.  Produce something interesting enough and you can benefit from viral marketing.  Produce something with the right tags and you might attract consumers looking for your services in your community.

7. Create a Podcast

Podcasts is a combination of “Playable On Demand” and broadcast.  Podcasts are digital audio files broadcast over the Internet.  You can record and offer podcasts to present weekly tips related to your business, how to guides, product/service information, or any other message.  Web based podcast services make the process fairly simple.

8. Send Releases To PR Web

PR Web is an Internet based press release distribution service.  The have a range of services they will provide, starting with a free basic service, up to a service costing several hundred dollars that places your story with the AP.  If your time is limited, this can be a great way to get the word out.

9. Write Trade Press Articles And Repurpose

In my industries, the trade press publishes articles from people like me because they do not get enough submissions from people like you.  Your peers want to hear from you more than any consultant, marketer, salesperson, or other self-proclaimed expert.  They want to hear from you.  So write for them.

If you can’t get published in one of the major publications, write for a secondary publication.  If you can’t write, hire a Public Relations agent to ghostwrite for you.  If you can’t find a ghostwriter, but can supply good ideas, the editors will work with you.  A good editor can make a near illiterate seem like Hemmingway.

Once the trade press publishers your article, repurpose it.  Send reprints to your customers.  Use them in sales presentations.  Pass them out at home shows.  Host them on your website.  Point out that you are one of the most respected people in your industry and that you advise your peers (the article is proof of both counts).  Trade press publications position you as the expert.

©2007 Matt Michel

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