Is My Company Too Small To Put Out A Press Release?
Many new business owners think their company is too small to put out a press release. They mistakenly believe that press releases are only for the “big boys” or that they have to spend a fortune to send out a successful release.
The truth is, if you have anything newsworthy and interesting happening in your business, you should definitely put out a press release. And don’t worry, it won’t cost a fortune, either.
What is a press release?
A press release is a public relations communication intended for journalists and other media representatives. It serves as an official statement about something important and newsworthy related to the company.
The point of issuing a press release is to put the story “on the record” and provide the exact details you wish everyone to know. In terms of press releases used for marketing purposes, the goal is to get media pickups. The more pickups you get, the wider your audience. And all it takes is a little bit of time, and some money if you want to use a paid press release distribution service in order to connect with thousands of journalists.
What counts as news?
Your press release should report genuinely newsworthy items and not just be an ad for your company.
Examples of news worth issuing a press release about include:
- A new product launch
- A live event you will be hosting
- A new round of funding for the business
- A merger or acquisition
- A new product line
- An important staffing change, such as a new CEO
- A new free item, such as a special report, that people might be interested in (and which you can get subscribers with)
Where do I publish my press release?
Your press release can be publishes on distribution websites. There are free and paid ones. Most marketers agree the free ones will not get you as many pickups, nor such prominent pickups, as one of the top paid services.
How much do press release distribution services charge?
The cost varies depending on the service and its purpose. For example, companies which have their shares traded on the stock market are legally required to report their results each quarter. The services they offer are usually more expensive than services that cater to all sorts of topics and niches.
The cost also depends on the features offered. When comparing press release distribution services,get a comprehensive understanding of the pricing. For example, distribution services will make companies pay extra if they wish to include more than one image, or if they want to include a video or an embed code for a video. Other services will allow you to upload these and other items, such as PDF files, all for one reasonable price.
Will a press release really help me with my business goals?
Yes, provided you can write a high-quality, interesting press release that is genuinely newsworthy and understand what the distribution service you are using has to offer. Some services will reprint your press release as is on a large number of sites, which isn’t useful anymore. Google has instituted what is called a duplicate content penalty. It will “see” your press release on one site (usually your own) but not on all the others.
Other sites like database journalists actively search in order to find news about the niche or industry they work in, so you have a much better chance of pickups and traffic, subscribers and sales as the word spread about your business.
If you have a small budget in terms of both time and money, a press release could be just what you need to get the kind of media exposure that will take your business to the next level.