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2 Comments on Press Release Pressure Problems - Please!
The best thing about a press release (if you're looking for PRESS) is to have a hook.. and angle.... you need to have a 'story'. If it's just a run of the mill promotion on your business, it will end up in the trash with a gazillion others. If you have a STORY that is compelling, or hopefully newsworthy, it will work like a charm. That's the absolute KEY.
I sent out a press release last fall about using video tours and podcasting for real estate..... within one week I got a story (which was also sent out nationally to most US newspapers via the AP newswire). It was timely, newsworthy, and different. Not just another story about the good/ bad real estate market.
Even funnier.... about 3 weeks ago, at 11:30pm... on a lark.. I threw together a press release - very quickly. Didn't even spell check it. I saw an story on YouTube done in Florida on realtors using YouTube to sell properties.... I threw this together and sent it to two (only 2) TV stations - 1 here in New Hampshire, the other in Boston.
The next morning at 9am I received a call from a Boston client of mine - the TV station called them and was doing a story that night and wanted to interview them. One hour later, another realtor client here in NH called me with the same story.... he declined the interview ("I'd rather have open heart surgery"), so I referred them to another client to did the interview... and it also was on that night. Two new stories on two 11pm newcasts... within 24 hours after sending the release.
Sent out a press release again..... and within 24 hours... NPR bit.... and they did a story.
Again.... I have a story that appears to be newsworthy..... and that's what I'm milking - and they're buying into it big time!
So... come up with a hook, an angle....
Just beware - when these reporters interview you, THEY also have an angle, and they probably won't share it with you! So you may not be thrilled with the outcome... but as they say ..... any publicity is GOOD publicity! (I was very much misquoted on the NPR piece... but what can you do....?)
Thanks Fred for that insight.
You are very correct, your average press release will end up in a pile with all of the other average press releases!
I appreciate you sharing your story.
Thanks
Nancy