What do you do with your press releases when you're done
with them? Do you file them away and forget about them? Or do they
just get tossed in the trash? Well, don't dismiss those press
releases just yet. Consider these nine ideas for getting more use
out of them.
1. Use them as web copy. Extract facts, statistics and
quotes from experts, and use them as supporting website content.
Weave into your website comments from satisfied customers or people
who've tested your product or service as testimonials.
2. Add them to your press kit. Make copies of your press
releases, and add them to your print media kit. Save the releases
as a PDF or HTML file, and add them to the electronic version of
your media kit. Your press releases will help serve as additional
research material for media requesting more information.
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3. Start an online newsroom. Add a "newsroom"
to your website, and include links to your press releases there. An
online newsroom, complete with current and archived press releases,
gives you credibility in the minds of site visitors. Also,
reporters will appreciate you for making their jobs easier by
putting additional information at their fingertips.
4. Use them in your newsletter. Turn your press releases
into articles for your newsletter or e-zine. Or summarize your
press release, and use it as an abstract in the news section of
your newsletter.
5. Blog them. Add your press release to your blog. A blog
equipped with an RSS feed could be a catalyst for more media
coverage.
6. Use them as ad copy. Use content from informational
press releases in advertorials or to give a space ad more
credibility. Mold the headlines of your press releases into crisp
and compelling ad headlines.
7. Use them in your direct-mail pieces. Extract pertinent
information and quotes for use in your direct-mail letters and
packages. Or include the entire release as a direct-mail
supplement.
8. Create a brochure. Turn a tips press release into an
informational brochure. Then give it out at networking events or
send it to your current list of clients, prospects and other
business contacts.
9. Rewrite them and redistribute them. Take some time to
brainstorm ideas and find a new angle for your press releases.
Informative press releases, such as those that include tips, can be
rewritten for a specific audience. This works especially well if
your target market can be broken into sub-audiences. Consider
rewriting a press release on summer skincare with a skincare hook
for men or children. Even if your press releases are outdated, such
as ones that announce a new product launch or special event, a
little brainstorming will likely lead you to find a new way to spin
it.
You pay good money for your press releases or spend a lot of
time writing them. Don't send them to the PR scrap yard! By
thinking a little more creatively, you can get more mileage out of
them to help benefit your business.
Ayana Glaze is an Atlanta-based freelance copywriter
and consultant who offers tips on writing and marketing in her
monthly newsletter, The Copywriter's Closet
. She also
coaches PR do-it-yourselfers at GetPRHelp.com.