You have a new Web site or product to launch, and it's time to put the public relations machine into action. There are many ways to use the Web to promote your business at very low cost, and a public relations campaign can be highly effective. Once you decide to make use of the Internet in implementing your public relations strategy, there are three steps to take.
Create a Reason for a Press Release.
If you have a new Web site or product to launch, you have your event. But with sites being added all the time, the Web is constantly changing, and "new" doesn't stay new for long. Never think of your Web site as finished; keep adding features or updating services -- these are all reasons to make a public relations announcement. You can also try holding promotions or contests, or perhaps offer a newsletter to your site's visitors. With events like these in mind, you will have the reason for your press release clearly in mind as you begin to write. .
Write an Effective Press Release.
Editors and journalists receive far too many press releases to read them all. Learn how to effectively capture your audience's attention by making your press release stand out. Once you understand your audiences, assess your own skills and discover if you have the time and resources to handle press releases yourself, or if hiring an agency would make sense for you. Once you're ready to start, keep in mind some press release writing basics: Get to the point quickly, include the facts -- who you are, what you're announcing, and why it's important -- and remember that "less is more.".
Important points to keep in mind: .
Know Why. Make sure the reason for your press release is clear to you, and make it clear to your audience. .
Know Who. Understand who are the best people to get your message. .
Know What. Make sure that the person handling the campaign either has a complete understanding of the product or site in question, or has access to the right people to provide the necessary information.