Whatever you do, whether you’re a indie filmmaker looking to build buzz around your latest short film, a jewelry maker with a new line for Christmas, or a graphic artist who just won an award from Communication Arts Magazine, press releases are vital free (or nearly free) marketing tools, that can spread the word about you and your projects. The key to a successful press release is not to actually try and sell anything in it. Otherwise, media outlets won’t even look at. After all, why are they going to give you space in their publications or time on their TV or radio shows for free. You need to have a newsworthy topic to discuss.
A good press release can show for example:
- A business goal that has been achieved.
- A new location in a local community (for local press submissions).
- An award your products have won (for trade magazine submissions).
- A new partner, creative director, expert or executive staff.
- Launch or re-launch of your website (this type of release could focus on new ease of use, product lines, photo galleries, services or increased quality of work).
- Landing a large client or client success story (i.e. “We increased sales for John’s Auto, through a targeted ad campaign”).
- A new book, magazine article submission or acting role.