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One great way to build your brand and gain exposure is through a media release or press release.

A press release is not a sales pitch or advertisment – it must be newsworthy.

A common misconception is that you need to hire a PR agency to compile your press release, but it is easier than you think.

The first question you need to consider is what is your story? What do you want to communicate and why? 

Here are 6 suggestions on what you can write about:

• Have you made a new senior appointment?
• Is there some research you have just completed that you have interesting findings to share?
• Have you moved location?
• Do you have a news strategic alliance?
• Have you a new product or service?
• Are you speaking at a forthcoming conference?

Consider your press release as a strategic marketing tool and integrate it into your marketing plan.  I would recommend that you distribute a release at least once a month. 

Here are some quick tips to writing your press release:
•         Include your contact name, title, address, phone number, web site, fax number, email address (note I would not recommend including your email address for online press releases as you will be inundated with spam.)
•         Ensure that you have a compelling headline – it must catch attention and convey the content of the media release.  The headline may be the only thing an editor reads of your media release so ensure it’s a good one!
•         The release should be no more than one page in length written in sort paragraphs. Your most important information should be in the first paragraph and cover who, what, where, when and why.  The last paragraph is your call to action – make it clear and compelling.
•         Be concise and grammatically correct (check spelling errors). Provide statistics and relevant quotes that substantiate the information you are providing. 
•         At the bottom of the release, include a bio on the company and personperson including the website address where readers can get more information.
  
You can distribute your press release online and off line.  I suggest that you create amaster list of the people and organisations you want to send your release to.  Consider contacting industry associations, relevant publications (both print and online), newswire services and online press release sites.

A well written press release reaching the appropriate contacts will result in great free publicity and is far more effective than many adverts and promotions.

For further guidance, you can download a free guide to writing your press release here

Recommended solutions

Access Joan Stewart’s free e-course on writing your press release – she not only takes you through the mechanics of writing your press release but also provides you with 89 ideas for writing your own press release.

Joan also has a host of other great resources on her web site from articles to CD programmes.