125 University Avenue Ste 205
Palo Alto, CA 94301
(650) 323-3800
contact@dragil.com
125 University Avenue Ste 205
Palo Alto, CA 94301
(650) 323-3800
contact@dragil.com
Businesses rely on exposure and one tried-and-true method of ensuring publicity is via the occasional press release, or as those in the business refers to them, “pressers”. These are ideal for announcing new company milestones, partnerships, awards, expansions or any other newsworthy information that gets your business noticed.
You have worked hard for these milestones and expansions and the right presser that has been carefully worded allows you to share that success. Let’s face it, most small businesses might not be able to afford the million dollar price tag for a thirty second commercial during the Super Bowl, but the right public relations effort can ensure a large audience hears your message.
Press releases usually follow a media industry format. Certain components must be present to ensure your announcement is effective and targeted to the right media. Specifically, press releases require a media contact who is in a position to answer any questions regarding the press release itself, the city, state and country of the company, ticker symbols when applicable, two or three paragraphs that are carefully constructed, clear purpose of the presser and a title that grabs one’s interest immediately.
A solid press release announces far more than recent expansions, promotions or other information; it is often indicative of a thriving company and customers put their faith in those companies that are enjoying healthy and realistic growth spurts. The tone, nuances and careful wording of a company’s press release can attract new customers and direct attention and traffic to your website.
It is important to find the right balance that allows a company to announce important changes and other newsworthy information without revealing too much. The last thing a business wants is for the media to misconstrue a statement or the competition to glean information anyone else would fail to notice. A perfect example would be a drug company that has just received FDA approval; although the company wants to announce the imminent availability of a new drug, it doesn’t want to release too much information to its competitors due to the potential of the rival manufacturer getting a head start on a generic drug.
A few press releases that are strategically released on a consistent basis might not become the evening’s breaking news story; however, they can increase your company’s visibility, especially among journalists. Even if a journalist doesn’t pick up one press release, it may be that your company is now on his radar and he may decide to pick up a future release based on what he remembers from a previous one. Naturally, journalists prefer to select those press releases from companies they have already researched to some degree versus those releases from companies they have never heard of.
The Dragil team will discuss with you the logistics such as word count, the tone of the text, proprietary information that must not be revealed as well as specific information you want included. We will conduct the necessary research that will allow us to have a thorough understanding of your company’s particular sector. From there, our writer composes the draft and submits it for your approval, usually within a matter of days. Once approved, it is then ready for submission to the media, industry-specific publications and others, all of which the Dragil team will provide on your behalf.
Finally, you will be able to monitor the effect your press release had via search engines and any applicable print media. This is yet another example of why optimizing it for the search engines is so critical. The right keywords and phrases, along with any links, will work to your advantage on this front.
