In this world of emarketing, social media content, paid media, SEO/SEM (this list can go on and on) – what about the humble press release? Does it still have a role in b2b marketing – and more specifically, in raising awareness for label and packaging companies?  You betcha’!

For this blog, I reached out to two key editors in our industry for their opinions on the topic and to uncover tips and tricks to make sure press releases are picked up and used.  Many thanks to James Quirk, Labels & Labeling and Steve Katz, Label & Narrow Web.

But wait a minute  –  aren’t editors flooded with press releases?

Actually no. Many companies are very good at sending regular press releases – but many are not. Each magazine/online site is constantly looking for news–they need to feed that hungry content beast. James notes, “… there is a huge variation in the amount of time we need to spend editing a press release. The less time needed, the quicker it will be online and the less likely it will be discarded.”  It’s not hard to imagine all the activities that could warrant a press release including new product launches, rebranding initiatives, technological advances, key hires, trade show involvement or corporate milestones.”

So how do you reduce their time and make their job easier – and consequently make your promotional efforts more successful?  Here are my top ten tips.

1. First off – how do I guarantee that my press release is published?
   You don’t – that’s why it called “earned media.” There are plenty of opportunities for “paid media” if you want a guarantee. Your press release must first be newsworthy and then it must be prepared accurately and effectively. Keep reading to see how to earn publicity.
2. Your third grade English teacher was right – clear and concise writing still wins the day.
   Make sure your first paragraph describes what the story is about.  Don’t make the editors search.  And watch your voice – once published, it is the magazine that is “saying the words” – they won’t wax effusive about your product.
3. How do I know if my press release is over-the-top?
   If you have to ask – it probably is. Many editors will simply remove words like “unique, state-of-the-art, leading or as Steve noted “anything else touting something as being the greatest thing since sliced bread.” James added, “Think about the reader – no one wants a load of cliché-ridden PR fluff about ‘revolutionary’ this and  ‘game-changing’ that.  Cut the fat.  Facts are stronger.”
4. So what about quotes?
   Make sure the quote is interesting – not just a lot of “corporate speak.”  And put it in the third paragraph – any lower, it might not make it.  Having worked for a large company, I know that sometimes we feel pressured to include multiple quotes from multiple business leaders.  Don’t do it– it just makes it harder for the editor to condense the piece, and that makes it easier for it to find its way into the trash.  And if you absolutely can’t fight the urge to use superlatives – put them only in a quote. You really want a quote to be included?  Use one from a converter or end user — third party endorsement always trumps in-house platitudes.
5. What’s the most hated word of the day?
   By unanimous vote – SOLUTIONS.  They all believe it has become one of the most overused words in our industry.  Don’t call it a “digital printing solution” – it’s a press or a printer.  And if it’s not in a quote, the editors will probably change it anyway – again, make their job that much easier by leaving it out.
6. How do I keep my lawyers happy?
   Fuhgeddaboudit.  Yes, trademark symbols and company or product names in all caps might be in your Brand Guidelines – but editors are under no obligation to use them.  In fact, James adds that uppercase “looks terrible on the page, like paid-for advertorial.”
7. Should I include a photo?
   Absolutely.  A good quality photo increases the chance that the story will be actually published in the magazine.  Be sure it is high resolution (300dpi).  Attach as a separate jpeg (don’t embed) or include a link.  Both magazines prefer images that do not feature branded content, like logos or marketing slogan.  Oftentime their art department will remove this from the original image.  And be sure to include a caption and put it at the end of the document — not just in the original email. This is not a scavenger hunt for editors. (get the theme here? Make it easy for them.)
8. What kind of files should I send?
   Avoid the dreaded PDF – send Word Docs or include the text into an email so that they can edit directly from the page. Don’t make them download or click links to find your content.
9. When should I send?
   Be sure to follow their content via a Media Kit. That way you can heighten your chances that your story is included in a specific issue.  And don’t bombard the editors on Friday afternoons!
10. Am I sending it to the right person?
    Good question.  An up-to-date media list is critical – these roles change all the time.  Make sure you (or your agency) is taking the time to keep your list up-to-date.

Need some help making press releases a regular part of your marketing program?  We write and publish press releases for our clients every week to our North American and global media lists.  Contact us to learn more.