In today's market, your potential clients are overwhelmed with advertising. How do you distinguish yourself from the other advertisers? Smart business knows the value of the News Release.
A news release informs the public, your peers and potential customers of a newsworthy event that involves you or your business. Large corporations use them to announce promotions and appointments within the organization. Many use them to announce new products or services and trade publications often devote a page or more to this type of “news”. Recognition of employees or principles for outstanding performance, awards received and special accomplishments are all worthy of a news release. Landing a significant contract, a joint-venture or merger, a move to a new location or the opening of a new location are events that should be promoted with a news release.
There are a few steps to take before a news release will appear in print. First, your release must be newsworthy and of interest to the target market of the publication. To ensure this, you may want to secure the services of a professional writer - one that is familiar with the media and their requirements. It should be concise and directed to the attention of the person responsible for publishing the releases. Again, your writer should know who these people are or how to get their name. Your release will be of no value if its delivered to the wrong department.
Since a news release is free, you unfortunately do not have much say in the where, when or even if it will be published. You can however, increase the probability of publication by including a photograph. A photograph will also dramatically increase the readership of your release. The photograph must reflect the image of your company and, as with your writer, you should hire a professional photographer. A professional business portrait will deliver the message that you are a professional and that your clients can expect an equally professional product or service. I've used the word professional many times but I cannot stress this point enough. Do not use your passport, driver's license or ski-pass photo for a news release.
As a photographer, I get many calls requesting publicity portraits for a news release. In many instances, the caller needs to send the photograph to their head-office or to the publication - today! When they find that this is not possible, they resort to their passports or take a “quick snap” and go for one-hour processing at the grocery store.
As I mentioned, this is not a very professional approach. To avoid this situation, every business owner should have a news kit ready for any and every occasion. In other words, plan ahead. Principal officers of the company should have a quantity of professional business portraits on file, ready at a moment's notice. Group photographs of employees, office staff and sales teams should also be on hand and updated regularly. You may consider implementing a policy to ensure that each new employee has a professional business portrait made and kept on file. Interior and exterior photographs of your business, unique production equipment or facilities all deserve your attention.
Check how much lead-time your photographer needs for the various types of publicity photographs you require. By implementing a publicity policy and having the tools on hand, you will be ready for any event that warrants a news release. Your image is only as good as people perceive it. Be creative and use the creative talents of your photographer.
Mike Guilbault
