There are many methods of promotion within the media mix that allow you to introduce your unique service to the public. A quite successful tool, when used effectively, is the “press release.”
A successful press release announces your canine services to the general population, the local veterinarians, canine association members, and other “target” markets for your services.
The goal of your announcement is seeing an article about your services followed by watching an increase in the number of clients on a weekly basis.
Through this “free advertising”, you can increase your visibility, add credibility to you and the service you offer, approach new markets, and establish a higher standing among your peer and within your community.
You do not have to be a great writer for a successful press release. You can inform, inspire, and motivate potential customers to call you by following a few basic steps and organizing relevant information about your facility, your services, your staff, your customers, and even you personally.
By taking advantage of the local media, you may be able to receive “free” publicity about unique services you offer, a new service you’re starting, unique products you carry, impressive staffing qualifications, your success stories, and you and what you are contributing to the local community: The following list is the same list used for compiling copy for your flyers and post cards:
Your credentials:
- Previous vocations or hobbies
- Affiliations to vocational and business organizations
- Your Staff and their credentials and skills
- Your facility, location and structure
- Special treatments you offer
- Special rates for specific services or programs
- Unique tools or equipment you utilize
- Additional products you may offer at your location or through your web site
The “standard” checklist for drafting a press release is to clearly state the “Who”, “What”, “Where”, “Why”, and “How” of you and your unique service to your community.
The critical element in getting your “information” sheet published is the degree of relevancy of what you are promoting and how it relates to their specific readership.
Timing is the second most critical element. If you can connect your press release with a specific event, such as a dog show, publication editors may be more willing to publish your story.
Local newspapers thrive on interesting, unusual, and even sensational information about local people and what is going on within their community. Your task is to compel the editors to want to include your own unique story to their publication.
The more involved your story, the greater your chances that the local publication will have a reporter call or even come by for more detailed information for an in-depth article. Please keep in mind that a publication is never obligated to print any information even if they send a reporter to gather more information.
If you are fortunate to live in a large community, you will have a number of publications available to you. Just as the first marketing article reviewed how to build a list of prospects, you can do the same by researching the number of publications within your community and selecting those that would address your “markets.” The SIC number you would use to start your research is: SIC 2711 – Newspaper Publishers. You can narrow down your list research by selecting specific ZIP codes or a broader geography of a metropolitan area such as: SEATTLE-BELLEVUE-EVERETT, WA .
There are as many ways you can present your information as there are publications you can submit your press release. There are also guides, for a $40 fee, that offer copy writing tips as well as detailed public relations strategies:
“David Leonhardt” 3854 County Road 7, RR2 – Chesterville , ON ,Canada , K0C 1H0: http://www.seo-writer.net/books/media-relations-plan.html
Of course there are a number of web sites that offer free advice such as the ALLBUSINESS – Champions of Small Business at: http://www.allbusiness.com/articles/SalesMarketing/881-26-1832.html
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Owner: Charlie Comstock
Business Phone: 360-461-3155
Email: ccomstock<at>direcway.com