If you ask me in 2018, the media gets a really bad rap for all the value they add to our everyday lives and especially the potential value they offer to our businesses. Running truly effective marketing campaigns can become very costly very quickly but there are definitely some tactics you can put into play that actually cost VERY little if anything at all.  In this article and two to follow, we will take a look at Press Releases.. one of the most underused marketing tools a business owner has.

This article will educate you on the what-is of press releases, the next article will help you create press releases and the final article will help you submit and publish your press releases.

What Exactly IS A Press Release?

A press release is a written communication that reports specific but brief information about an event, circumstance or other happening. It’s typically tied to a business or organization and is provided to media through a variety of means.

There are two ways to submit the information:

  1. Immediate releases are available to anyone and can be shared as soon as it is made public.
  2. Other press releases may have stipulations to their publication. For example, only certain media sources are allowed to publish immediately while other sources have to wait a stated time period.

Here are four types of releases that will likely benefit you and your business:

  1. COMPANY NEWS: including mergers, new service offerings, a location move, new website, new executives on-boarded, volunteer efforts as a team
  2. ADDRESS AN ISSUE: cyber-anything, malware protection, avoiding tax season identity theft, illumination of dial up and DSL on remote construction sites, VoiP systems to avoid… anything!
  3. RESPOND TO A CRISIS: recovering from identity theft, supporting local law enforcement with ransomware attacks, serving as the point of contact for current technological failures affecting the public, helping a hospital’s system get back up…. anything demanding highly competent critical response
  4. PROMOTE AN EVENT: supporting a cause or organization within your community and asking for support (walks, fundraisers, food drives…), phishing prevention workshops, training sessions of any kind, grand opening of a new office…

It’s important to note, most media outlets have their own (often unique) submission requirements and before getting too far into creating your release, you should review.  As an example, check out the Los Angeles Times’ requirements below and more thoroughly here. Check out some published press releases here.

la times press release guidelines

WHAT ISN’T A PRESS RELEASE?

This is usually confusing to people when first getting started but press releases stick to the facts however are NOT news articles.  They are the raw details of an event, topic or issue that will be further vetted later by the media platform that publishes it. They will likely elaborate on your release by adding other perspectives, background and/or alternatives.

HOW PRESS RELEASES CAN BENEFIT MSPs

As a managed services provider, a press release helps your business gain visibility which you can then use to influence and demonstrate your expertise, hopefully becoming a resource to business owners in your local market.  Being recognized by other leaders in your community directly impacts your perceived value and ultimately, gross profit. People like what their peers like and will often seek out the solutions others use. (This is known as “Social Proof“)

Another great reason to push a press release is because it can build back-links from trusted media sites. This is possible when you publish a new e-book, report or blog and you want reputable sources to link back to it. Back-links are one of the primary qualifying elements Google and other search engines consider when giving your website ranking.

A well-thought through and strategically distributed press release is a cost-effective marketing tool that shouldn’t be overlooked. It can be especially useful or beneficial to smaller IT service companies trying to grow their base and gain a voice next to bigger players.

Ready to read on and discover the best practices to creating and submitting your press release? Keep going!!

Also, stay tuned for more articles where I’ll discuss other methods of working with the media for free to market your MSP. Topics to come will include:

  • How To Become A Guest Publisher & Grow Your Sales Funnel
  • The Value In Becoming A Trusted Expert & Source To The Media