Loading ...
Sorry, an error occurred while loading the content.

Not Your Grandfather’s Press Release

Expand Messages
  • Enzo F. Cesario
    A Free-Reprint Article Written by: Enzo F. Cesario Article Title: Not Your Grandfather’s Press Release See TERMS OF REPRINT to the end of the article.
    Message 1 of 1 , Sep 2 8:00 AM
    • 0 Attachment
      A Free-Reprint Article Written by: Enzo F. Cesario

      Article Title:
      Not Your Grandfather�s Press Release

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      Sometimes the various means of branding a business overlap.
      Blogs, video archives, promotional pages, the online press
      room and press releases all seem to bleed into each other
      without distinction. So what is it that makes any one
      element distinct? Press releases have their clue in their
      name; they are released to other locations in order to get
      information out to a wider audience than a brand's own
      immediate readership. When that is considered, the various
      ways a press release can be leveraged to capture that
      audience become much more evident.


      Additional Article Information:
      ===============================

      847 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-09-02 10:00:00

      Written By: Enzo F. Cesario
      Copyright: 2010
      Contact Email: mailto:ennzo.f.cesario@...



      For more free-reprint articles by Enzo F. Cesario, please visit:
      http://www.thePhantomWriters.com/recent/author/enzo-f_-cesario.html


      =============================================
      Special Notice For Publishers and Webmasters:
      =============================================

      HTML Copy-and-Paste and TEXT Copy-and-Paste
      Versions Of Article Are Available at:
      http://thePhantomWriters.com/free_content/db/c/grandfathers-press-release.shtml#get_code

      ---------------------------------------------------------------------

      Not Your Grandfather�s Press Release
      Copyright (c) 2010 Enzo F. Cesario
      BrandSplat
      http://www.Brandsplat.com/



      Sometimes the various means of branding a business overlap.
      Blogs, video archives, promotional pages, the online press room
      and press releases all seem to bleed into each other without
      distinction. So what is it that makes any one element distinct?
      Fortunately, there are ways to separate each element, if some
      consideration is given to the role of each in the greater
      branding effort.

      In the case of press releases, it can sometimes seem that the
      brand's blog already addresses the issue. The blog is a central
      place to come for news about the brand, so why send out a press
      release?

      The answer lies in the intended location of the respective
      elements. A blog is centrally maintained on a brand's own
      website. Press releases have their clue in their name; they are
      released to other locations in order to get information out to a
      wider audience than a brand's own immediate readership. When
      that is considered, the various ways a press release can be
      leveraged to capture that audience become much more evident.

      Method 1 - Common Audience Building

      The key to a good press release is to target a potential audience
      held by another publication. You have your announcement, and
      decide that it has relevance to the issues put forth in another
      publication. Say you're launching a new line of organic
      sunscreen - you could consider sending your press release about
      the launch to a running magazine, since runners almost by
      definition spend a good deal of time in the sun and are concerned
      about their health.

      This principle is based on the commonsense approach that you will
      never have access to every audience you want, and that people
      have multiple interests. The press release is an easy,
      straightforward way to get your information into the hands of
      people who might be interested, but haven't had a chance to get
      to your site for whatever reason.

      Method 2 - Be Creative

      Press releases typically are a bit boring, especially if they
      focus on the journalistic approach of "just the facts." As
      people turn to viral marketing, video blogging and other means of
      going all out to get creative new ideas in front of people, they
      sometimes overlook that a press release is actually a solid venue
      to try that.

      Instead of simply making an announcement or a sales pitch in your
      press release, consider putting a sense of humor into it. Press
      releases are built around a headline to get the central point
      across, so consider a pun or a rhetorical question for that
      element. Let your writing staff stretch its creativity and seek
      out the odd, off-the-wall idea now and again.

      Method 3 - Video!

      There is absolutely no excuse whatsoever for excluding video from
      your options. Video equipment costs around $200, so every
      business that wants to create a branding presence should look
      into getting some. And the press release is an excellent medium
      for taking advantage of video technology, as well. The web is
      crammed with text. People are reading constantly, and a great
      deal of what they're reading is dull and uninteresting. Give
      them something to remember by making a personal video commenting
      on an issue you care about (one that, of course, relates both to
      their interests and your brand). But, as always, keep it short -
      a two-minute summary is more likely to get watched than a
      15-minute masterpiece.

      Method 4 - Consider Skipping the Promotion

      Not every press release need contain a cut-and-dried
      advertisement for something you're selling. People, once again,
      are being sold to on a constant basis. Instead of going into your
      company's new brand line, consider releasing an article about a
      related topic between your brand and the audience.

      Returning to the organic sunscreen idea, consider addressing the
      common perceptions of organic goods in the media. There's a sort
      of backlash going on against the organic products, with
      accusations they are worse for the environment than conventional
      products. Perhaps you could release a story on the way your brand
      has grappled with the issue as a responsible company, and gain an
      audience by inviting people to come and have their say, rather
      than just advertising your product blatantly.

      Method 5 - Add the Human Element

      Alternatively to discussing issues specifically, there's the
      opportunity to talk about people. Perhaps there's some visionary
      or icon in your brand's world, and you got a chance to interview
      them or bring them to a big event. Consider sharing the interview
      in the press release, or part of the discussion along with an
      invitation for people to attend and get the rest of the story.

      People like hearing about other people. Having a face to put to
      an issue or a concept lends a humanizing element, and takes the
      matter out of the realm of the abstract and into a place people
      can relate to in their own lives. So use the press release to
      talk about people you admire or who motivate your brand in
      particular ways, then take advantage of this element and get
      people talking more about you.




      ---------------------------------------------------------------------
      Enzo F. Cesario is an online branding specialist
      and co-founder of Brandsplat, a digital content
      agency. Brandsplat creates blogs, articles, videos
      and social media in the "voice" of our client's
      brand. It makes sites more findable and brands more
      recognizable. For the free Brandcasting Report go to
      http://www.BrandSplat.com/ or visit our blog at
      http://www.iBrandCasting.com/


      --- END ARTICLE ---

      Get HTML or TEXT Copy-and-Paste Versions Of This Article at:
      http://thePhantomWriters.com/free_content/db/c/grandfathers-press-release.shtml#get_code



      .....................................

      TERMS OF REPRINT - Publication Rules
      (Last Updated: May 11, 2006)

      Our TERMS OF REPRINT are fully enforcable under the terms of:

      The Digital Millennium Copyright Act
      http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

      .....................................

      *** Digital Reprint Rights ***

      * If you publish this article in a website/forum/blog,
      You Must Set All URL's or Mailto Addresses in the body
      of the article AND in the Author's Resource Box as
      Hyperlinks (clickable links).

      * Links must remain in the form that we published them.
      Clean links should point to the Author's links without
      redirects having been inserted into the copy.

      * You are not allowed to Change or Delete any Words or
      Links in the Article or Resource Box. Paragraph breaks
      must be retained with articles. You can change where
      the paragraph breaks fall, but you cannot eliminate all
      paragraph breaks as some have chosen to do.

      * Email Distribution of this article Must be done through
      Opt-in Email Only. No Unsolicited Commercial Email.


      * You Are Allowed to format the layout of the article for
      proper display of the article in your website or in your
      ezine, so long as you can maintain the author's interests
      within the article.

      * You may not use sentences from this article as an input
      for any software that steals sentences from others in
      order to build an article with software. The copyright on
      this article applies to the "WHOLE" article.


      *** Author Notification ***

      We ask that you notify the author of publication of his
      or her work. Enzo F. Cesario can be reached at:
      ennzo.f.cesario@...


      *** Print Publication Reprint Rights ***

      If you desire to publish this article in a PRINT
      publication, you must contact the author directly
      for Print Permission at:
      mailto:ennzo.f.cesario@...



      .....................................

      If you need help converting this text article for proper
      hyperlinked placement in your webpage, please use this
      free tool: http://thephantomwriters.com/link-builder.pl

      Would you like to learn how to improve the performance of your
      article marketing campaigns? Download our F.R.E.E. 108-page
      Article Marketing Ebook at:
      http://thephantomwriters.com/ebooks/advanced-article-marketing.html


      *****************************************************************
      *
      * This email is being delivered directly to members of the group:
      *
      * realworld-advertising-articles@yahoogroups.com
      *
      *****************************************************************


      =====================================================================

      ABOUT THIS ARTICLE SUBMISSION

      http://thePhantomWriters.com/ is a paid article distribution
      service. thePhantomWriters.com and Article-Distribution.com
      are owned and operated by:

      Bill Platt
      3010 E Raintree
      Stillwater, Oklahoma USA 74074


      Learn more about our article distribution services by visiting:
      http://thephantomwriters.com/x.pl/tpw/info/article-distribution/index.html

      The content of this article is solely the property
      and opinion of its author, Enzo F. Cesario
      http://www.Brandsplat.com/



      ---------------------------------------------------------------------
      XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
      ---------------------------------------------------------------------
    Your message has been successfully submitted and would be delivered to recipients shortly.