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If I had a pound for the number of times I’ve been asked this question; I’d be a very rich man living the lifestyle that I’ve always wanted to have! Like so much of marketing, it’s really down to common sense as to when you should issue a Press Release.

So, here is some simple advice that I’ll impart to you, free of charge. The time to actually issue a Press Release is when you’ve got something to say about what you do, or to put it another way when you’ve developed a “hook” or an angle, that will appeal to the editors that you’re planning on sending the Press Release to.

One thing to ensure is that just like any form of marketing, it is necessary to know who you’re target market actual is. This can be achieved by asking a few simple questions, to try and identify who it is that you are targeting:

– Are they local press?

– Are they national press?

– Are they specialist or trade press?

– Are they local or regional television?

– Are they national television?

If you’re targeting different press sectors with the same story, it is often better to produce “multiple” Press Releases rather than issuing a catch all release.

For example; if your Company has produced a technically innovative product, which is set to take the IT world by storm, it would probably make good sense to prepare at least two distinct press releases; one targeting the local/national and TV and one targeting the specialist/trade press. The former would be a very “general” Press Release, whilst the latter should be a “specialist” Press Release, going into the “bits” and “bytes” of what your product was supposed to do.

My advice to you would be to get a “tame” journalist to write one for you in the first instance. It’s amazing how many journalists’ – particularly freelancers – will be prepared to do this for you, for a small fee naturally. There is then the onus on them to get the article published in there own magazine(s) and so create awareness of the product that you are trying to sell.

Another example of when to issue a Press Release would be when you’re starting a new business or launching a new product, so it’s important to impart to the editors what you would consider your “Unique Selling Points” to be. For example: A local store could promote the range of products that it stocks; good car parking availability and good lighting; so that people can feel safe in using the store after dark.

With regards to other business stories it may be worthwhile in telling the world at large just what a great company you are. This can be done by simply making announcements about new employees, or winning a large contract or new client. Opening a new store; or sponsoring a team; it’s all good Public Relations. And it’s all about raising the customers’ awareness of your Company and getting the press to write about you and your Company. It’s always nice to have a case study or two up your sleeve, so that you can demonstrate how your product or service has been of use to people in a real life situation. This will demonstrate how the product should be used in an ideal environment. Remember that people always tend to believe what they read in the papers or magazines or see on television!