Friday 18 May 2012
Businesses should attempt to make the most of free press coverage as they bid to build brand awareness, it has been claimed.
According to the Forum of Private Business (FPB), press releases are an important way of informing journalists about a company's products or services.
Circulating promotional material in this way can help provide them with copy for their publications, and create free publicity for the business.
The FPB urges companies to keep their releases short and punchy and for maximum impact, focusing on one product or aspect of their service.
"Remember, journalists get sent hundreds of releases every day, so make yours as interesting as possible," the forum advised.
"If your product or service is new, include ‘new' in the title - journalists love writing about anything original."
Businesses should also ensure PR material is sent in advance of the event - potentially a number of months beforehand, allowing it to be included in monthly or quarterly publications.
"When times are tough in the economy, bargains, competitions and deals for products and services are well received by journalists," the FPB stated.