Michael McLaughlin, the Guerilla Consultant, comments that if you send releases by snail mail maybe 2% of recipients actually read them. If sent electronically you may get 50% of recipients.
I agree but let's back up a minute. I've found a fair bit of resistance to the press release in the first place. Some in the professional services industries don't understand that a press release can be an effective tool. Many think that releases are only for big newsworthy events, like in high interest legal cases or large corporate acquisitions. But releases can announce many things pertaining to daily business, such as personnel changes.
Press releases should not be sent out every other day either. But when distributed, all releases should be uploaded to PR sites for added presence on the internet. These sites are free and they give you exposure too.
Friday, January 25, 2008
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