Press releases


 

Press, news releases

Whereas marketing communication persuades buyers to buy, press releases inform the wider public.

The first is for customer consumption; the second for public consumption.

 

Press releases

These are specifically news reporting, for example:

  • to announce an appointment or departure of a chief executive
  •  to announce key events for general consumption – eg, opening a chain of stores, or scientific discovery, an overseas market breakthrough
  • to announce a new business in a local community
  • to declare a change
  • to launch a major new product or product line that will interest the general public, or an interested group of people in a specialist journal
  • to inform the media about a business event in the anticipation they will promote it or send a reporter to cover it or invite you to a radio or television interview

They are neutral in style, fairly brief, factual and devoid of comment, unless in a quote.

 

News releases  

News releases have greater liberty in word count and application. They deal with the detail of a story for public consumption. They often have a narrative quality.

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press releases
features
editorial
campaigns
award entries

Media campaigns

Whereas advertising or sales promotion campaigns are short term, PR campaigns are usually ongoing or at least year. Building a reputation or changing attitudes are not overnight fixes.

 

Defining the issue

Issues are divided into working parts: timelines, stakeholder prime interests, subjects, measures of success, each is clearly stated with relevance to the various stakeholder groups.

 

Defining the stakeholders   

The list is often longer than expected: general public, internal staff, existing customers, prospective customers, suppliers, local partners, overseas affiliates, etc, noting their importance to the campaign purpose.

 

Costings 

This includes external resource such as press release copy-writing, editorial feature writing, media materials, video production, graphics, photography, staff time, press hospitality, etc.

 

 

Marketing for Herefordshire busisness, organisations

 

 

 

Marketing, communication and design services—Ludlow, Leominster, Ledbury, Tenbury Wells, Bromyard, Kington, Hay on Wye, Hereford, Ross on Wye …

 


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