In Business Since 2001 We accept Paypal
Home for Writers for Publishers Article Directory Article Search
Guides
Article Marketing Secrets
20-Min Article Writing
Author Resource Box
35 Traffic Strategies
Kindle Uploads 101
Fantastic Fiction Decoded


Site Navigation
Home

Writing Services
+ FAQ

FAQ

+ About Us
+ Blogs
Search Tools
+ Search Our Articles
Article Directory
+ Authors
+ Articles
Other Sites We Own
Writing Puzzle

Professional Book Marketing

Platt Publishing

Marketing Help


 
Article Teaser: Sometimes the various means of branding a business overlap. Blogs, video archives, promotional pages, the online press room and press releases all seem to bleed into each other without distinction. So what is it that makes any one element distinct? Press releases have their clue in their name; they are released to other locations in order to get information out to a wider audience than a brand's own immediate readership. When that is considered, the various ways a press release can be leveraged to capture that audience become much more evident.

Keep reading below...

Not Your Grandfather’s Press Release

Copyright (c) 2010-2014

Sometimes the various means of branding a business overlap. Blogs, video archives, promotional pages, the online press room and press releases all seem to bleed into each other without distinction. So what is it that makes any one element distinct? Fortunately, there are ways to separate each element, if some consideration is given to the role of each in the greater branding effort.

In the case of press releases, it can sometimes seem that the brand's blog already addresses the issue. The blog is a central place to come for news about the brand, so why send out a press release?

The answer lies in the intended location of the respective elements. A blog is centrally maintained on a brand's own website. Press releases have their clue in their name; they are released to other locations in order to get information out to a wider audience than a brand's own immediate readership. When that is considered, the various ways a press release can be leveraged to capture that audience become much more evident.

Method 1 - Common Audience Building

The key to a good press release is to target a potential audience held by another publication. You have your announcement, and decide that it has relevance to the issues put forth in another publication. Say you're launching a new line of organic sunscreen - you could consider sending your press release about the launch to a running magazine, since runners almost by definition spend a good deal of time in the sun and are concerned about their health.

This principle is based on the commonsense approach that you will never have access to every audience you want, and that people have multiple interests. The press release is an easy, straightforward way to get your information into the hands of people who might be interested, but haven't had a chance to get to your site for whatever reason.

Method 2 - Be Creative

Press releases typically are a bit boring, especially if they focus on the journalistic approach of "just the facts." As people turn to viral marketing, video blogging and other means of going all out to get creative new ideas in front of people, they sometimes overlook that a press release is actually a solid venue to try that.

Instead of simply making an announcement or a sales pitch in your press release, consider putting a sense of humor into it. Press releases are built around a headline to get the central point across, so consider a pun or a rhetorical question for that element. Let your writing staff stretch its creativity and seek out the odd, off-the-wall idea now and again.

Method 3 - Video!

There is absolutely no excuse whatsoever for excluding video from your options. Video equipment costs around $200, so every business that wants to create a branding presence should look into getting some. And the press release is an excellent medium for taking advantage of video technology, as well. The web is crammed with text. People are reading constantly, and a great deal of what they're reading is dull and uninteresting. Give them something to remember by making a personal video commenting on an issue you care about (one that, of course, relates both to their interests and your brand). But, as always, keep it short - a two-minute summary is more likely to get watched than a 15-minute masterpiece.

Method 4 - Consider Skipping the Promotion

Not every press release need contain a cut-and-dried advertisement for something you're selling. People, once again, are being sold to on a constant basis. Instead of going into your company's new brand line, consider releasing an article about a related topic between your brand and the audience.

Returning to the organic sunscreen idea, consider addressing the common perceptions of organic goods in the media. There's a sort of backlash going on against the organic products, with accusations they are worse for the environment than conventional products. Perhaps you could release a story on the way your brand has grappled with the issue as a responsible company, and gain an audience by inviting people to come and have their say, rather than just advertising your product blatantly.

Method 5 - Add the Human Element

Alternatively to discussing issues specifically, there's the opportunity to talk about people. Perhaps there's some visionary or icon in your brand's world, and you got a chance to interview them or bring them to a big event. Consider sharing the interview in the press release, or part of the discussion along with an invitation for people to attend and get the rest of the story.

People like hearing about other people. Having a face to put to an issue or a concept lends a humanizing element, and takes the matter out of the realm of the abstract and into a place people can relate to in their own lives. So use the press release to talk about people you admire or who motivate your brand in particular ways, then take advantage of this element and get people talking more about you.


About The Author: Shop Amazon - Top Gift Ideas
Enzo F. Cesario is an online branding specialist and co-founder of Brandsplat, a digital content agency. Brandsplat creates blogs, articles, videos and social media in the "voice" of our client's brand. It makes sites more findable and brands more recognizable. For the free Brandcasting Report go to http://www.BrandSplat.com/ or visit our blog at http://www.iBrandCasting.com/

Follow "The Phantom Writers" on Twitter (@phantomwriters)
to be notified when new articles are made available.


VOTE ON THIS ARTICLE
Needs Work >> 0 - 1 - 2 - 3 - 4 - 5 << Excellent Article

Tell our authors what you think about their article.



Top-Level Category: Business Offline Articles || Related Categories: Business Online Articles and Writing and Speaking Articles

10 Most Recent Articles Written by Enzo F. Cesario

Leveraging the Social in Social Media
Written by: Enzo F. Cesario | Distributed: 2011-09-21 | Word Count: 907 | Page Views: 1470 | Votes: 1 | Rating: 1.00
Social media marketing is about the conversation, not the pitch. Having conversations with people is nice, but the goal of a brand is ultimately to get people interested in spending their time or money on the brand, after all. What does having this conversation accomplish, and just how does a brand use that conversation to get the critical conversion from conversation to customers?

Blog Writing - Finding the Right Person
Written by: Enzo F. Cesario | Distributed: 2011-09-21 | Word Count: 884 | Page Views: 1739
There are a host of articles and sites covering advice on how to address various topics, but one area that doesn't get a lot of attention is what "person" to write the blog in. Each linguistic person has its own strengths and weaknesses, depending on the message that needs to be covered. Ultimately, most will simply write in whatever person is most natural to them, but there is some merit in taking a bit of time to think about the implications, advantages and disadvantages of each.

That First Impression: Title Considerations
Written by: Enzo F. Cesario | Distributed: 2011-09-19 | Word Count: 860 | Page Views: 1394
While it certainly isn't as much work as crafting the body of a superior article, selecting a title for a piece is definitely an important element of the entire process of content creation. Here are some thoughts on crafting a perfect title.

Dynamic Content: Using Analytics to Write Your Blog
Written by: Enzo F. Cesario | Distributed: 2011-09-16 | Word Count: 873 | Page Views: 1450
The role of web analytics in setting useful metrics for a site has been discussed in-depth in any number of places, but this is far from the only useful function that web analytic practices can offer. As in any field, a little thinking outside the box can offer extensive rewards to the creative researcher. Perhaps most usefully, creative cultivation of web analytics can help conquer blogger's block and help a good writer come up with some unique angles for content they thought they had peaked out on.

Social Media Marketing Tools – Putting Your Finger on the Pulse of the Web
Written by: Enzo F. Cesario | Distributed: 2011-09-14 | Word Count: 856 | Page Views: 1287
Social media marketing is the home of successful brand promotion, and finding the right mix of tools to take advantage of it has become the defining issue of the modern brand. Knowing the focus of each of these tools and the best way to use them is the key to bringing all this power under control and using it to help promote a brand to its full potential.

Trans-tangental: The Value of Off-topic Blogging Posts
Written by: Enzo F. Cesario | Distributed: 2011-09-12 | Word Count: 863 | Page Views: 1512
Brand-oriented blogs by necessity have to focus on a particular topic. People are coming to the blog because of the brand, and they want content related to the brand in most cases. However, there are many very good reasons to go into off-topic posting as well. The trick is to balance the needs of on-topic commentary with the occasional bit of off-the-wall entertainment that brings some lively discussion with it.

Press Preferences - Blogging Software Explained
Written by: Enzo F. Cesario | Distributed: 2011-09-08 | Word Count: 881 | Page Views: 1012
Understanding a few of the more common blog creation software programs can help any blogger make an informed choice about their particular needs and get their message out in the most efficient way. Here are a few of them.

Blog Writing - Ghostwriting Dos and Don'ts
Written by: Enzo F. Cesario | Distributed: 2011-09-06 | Word Count: 879 | Page Views: 1217
There are still some misconceptions about ghostwriting that pop up from time to time. To that end, it can be helpful to clarify the nature of ghostwriting and how it relates to creating a high-quality blog, particularly through examples of some of the best and worst practices that can pop up when employing a ghostwriter.

Beyond Expectations - Getting the Most out of Like and Share
Written by: Enzo F. Cesario | Distributed: 2011-09-02 | Word Count: 860 | Page Views: 1207
What started as socialization programs only slightly more complex than the average e-mail client has grown into one of the newest and most promising marketing niches in the entire world. Taking advantage of this means familiarizing oneself with a few surprisingly simple concepts that have unusually far-reaching implications. In particular, marketers are finding that the "Like" and "Share" features on Facebook have become the newest and best tool in the online marketing arsenal.

Four Types of Blogs and How To Use Them
Written by: Enzo F. Cesario | Distributed: 2011-08-31 | Word Count: 930 | Page Views: 629
Blogging clearly has arrived and is here to stay, according to the buzzword-slinging set. It's the “next big thing” or the “wave of the future” - even a “revolution.” Still, most of the people commenting on the blogging trend aren't sure exactly what it is, how it works or even what the different kinds of blogs are. Here are a handful of blogging types and what sets them apart from the others.

All of Author's Articles on this site:

Most Recent "Business Offline" Articles

How To Build a Strong and Powerful Business During a Recession
Written by: Trey McMartin | Distributed: 2011-11-10 | Word Count: 987 | Page Views: 1641
During a recession, most business owners pull the reins on advertising budgets, fearful of what tomorrow might bring... Those who remain fearful have forgotten what made them the success they are today... They have forgotten that they have a God-given talent to overcome the incredible obstacles in their paths.

SEO Lessons from Local Businesses
Written by: Trey McMartin | Distributed: 2011-11-09 | Word Count: 945 | Page Views: 2049
More than once in the six years that I have been providing SEO services for websites, I have had the opportunity to discuss with individual business owners their search engine optimization needs. Now and again, I run across an individual business owner who is quick to say that SEO is absolutely worthless. When confronted with such an absolute statement, I like to press for details. It has been my experience that people who speak in negative absolutes will have a horror story to share.

Where Will FDA Target Next? What IVD Manufacturers Should Know Before Their Next FDA Audit
Written by: Norm Howe | Distributed: 2011-09-12 | Word Count: 706 | Page Views: 537
Medical device manufacturers are always interested in knowing what FDA's next area of focus will be. Well, if you're an In Vitro Diagnostic manufacturer you might review your measurement systems.

Online Fax - 10 Reasons To Get An Online Fax Service
Written by: Titus Hoskins | Distributed: 2011-09-12 | Word Count: 560 | Page Views: 542
Online faxing is the new more modern way to fax. If you or your company is not using an online fax service, here are 10 good reasons why you should get it.

Best Effort Essential for the Job Interview
Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-30 | Word Count: 676 | Page Views: 632
Interviewing will determine if you are the right person for the job. These tips will help you make the job interview a success.

Go Green With Your Career Search
Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-28 | Word Count: 636 | Page Views: 1221
Many of the qualities of green living, like recycling and sustainability, can apply to a career search, even if the career is not directly associated with green industries.

ReCareer in the Second-half of Life
Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-26 | Word Count: 525 | Page Views: 1521 | Votes: 1 | Rating: 3.00
Many of us worked the first half of our life to "fit" the job description. ReCareering is about finding the right fit, being selective, being creative, being fulfilled and being intentional about how you spend your time.

Up in the Air
Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-24 | Word Count: 678 | Page Views: 598
When looking for work or changing careers, go beyond researching on the internet and reading articles. Find out how you can learn from the art of listening and having a conversation.

Salon and Spa Owners: Which Monk Are You?
Written by: Dan Lok | Distributed: 2011-07-05 | Word Count: 477 | Page Views: 1311
Too many salon and spa owners are carrying around a lot hurts, regrets, guilt, past failures and fears about the future. But no one is forcing you to carry these emotional rocks, so put that sack down!

The Single Most Profitable Day You Spend on Your Spa or Salon!
Written by: Dan Lok | Distributed: 2011-06-30 | Word Count: 470 | Page Views: 1627
Salon and spa owners need to combine their marketing plan with marketing systems. A marketing calendar plans out strategies for a year, and is instrumental to the success of your spa or salon.

Most Viewed "Business Offline" Articles

How To Write A 300 Page Book In Four Months
Written by: Mark Silver | Distributed: 2008-07-15 | Word Count: 821 | Page Views: 37466 | Votes: 6 | Rating: 1.83
There's a lot of hoopla about becoming an author of your very own business book. The promise of fame and fortune is very alluring. Yet your book remains perpetually 'about to be' written. Meanwhile your business has ground to a halt. Hmmm... might there be a better way to get a book written?

The Best Marketing Book I've Ever Read (You'll Be Surprised)
Written by: Judy Murdoch | Distributed: 2007-05-09 | Word Count: 1522 | Page Views: 34548 | Votes: 15 | Rating: 3.60
From time to time someone asks me to recommend marketing books. Here's one of my favorite marketing books that always surprises people. Curious? Read on.

The Bizarre History Of The HOLLYWOOD Sign
Written by: Morris Timlen | Distributed: 2008-11-05 | Word Count: 1211 | Page Views: 30706 | Votes: 25 | Rating: 3.04
The most famous sign in the history of mankind is the one that graces the side of the hill above Hollywood, California. As famous a landmark as the Christ the Redeemer statue in Rio De Janeiro, the Eiffel Tower in Paris France, the Great Pyramid of Giza in Egypt, The Church of the Savior on Blood in Saint Petersburg Russia, and the Statue Of Liberty in New York City, the Hollywood sign is known around the world as the symbol of the American movie industry.

What Does It Take To Be A Successful Salesman?
Written by: Casey Moher | Distributed: 2008-08-05 | Word Count: 930 | Page Views: 21762 | Votes: 79 | Rating: 3.29
In the course of my average workweek, I meet people who tell me that they have no sales experience, and very literally, many will tell me that they could not sell if their lives depended on it. Do you fit into this mold? Do you seriously believe that you can sell me on the idea that you cannot sell things?

Selecting Between a 401(k) And 403(b) For a Nonprofit
Written by: Daniel Lamaute | Distributed: 2007-10-11 | Word Count: 333 | Page Views: 9693 | Votes: 18 | Rating: 2.50
Newly released IRS regulations impose several new requirements and fiduciary responsibilities on employers with 403(b) plans. While the regulations generally don't take effect until January 1, 2009, there are some provisions that apply sooner.

Never Write A 'Thank You' Letter Again
Written by: Perry Maisin | Distributed: 2008-08-12 | Word Count: 971 | Page Views: 8834 | Votes: 19 | Rating: 2.16
When I was in graduate school, I had a friend who interviewed at fortune 500 companies and succeeded at landing a great job. One day, I saw him sitting in the student union with a stack of cards. The cards said 'thank you'. He opened each card and signed his name. The inside of the card was blank. I asked him what he was doing and he told me that it was important to send a 'thank you' to every person you interviewed with. He believed that that was the difference between getting the job and being passed over.

Conducting Effective Career Aspiration Discussions with Employees
Written by: Andria L. Corso | Distributed: 2010-03-10 | Word Count: 690 | Page Views: 8128 | Votes: 8 | Rating: 1.88
Enhance your talent management and development programs through conducting career aspiration discussions with your employees. Find out where they want to grow their career to determine if it matches your business needs. This will enable you to differentiate your employee development to grow the future leaders of your company.

Pitch A No-Hitter With Baseball-Themed Flower Gifts
Written by: Wesley Berry, AAF | Distributed: 2007-12-25 | Word Count: 413 | Page Views: 8013 | Votes: 16 | Rating: 1.94
Want to send a gift to the baseball fan in your life that's sure to knock one out of the park? Send flowers with a baseball theme! Everyone loves flowers and when you personalize them to include the recipient's favorite hobbies, like baseball, they're sure to make an even greater impression.

The Future of the Office Photocopier Industry
Written by: Jennifer Robinson | Distributed: 2010-07-29 | Word Count: 635 | Page Views: 7918 | Votes: 28 | Rating: 2.14
Since Xerox first invented and sold the first commercial photocopy machine companies and organisations have paid for use of the machine on a cost per copy basis. This has traditionally included full maintainance and toner supplied under a service agreement. In-fact the office photocopier is unique in the fact its one of the only pieces of equipment that comes without a warranty from new. But photocopier expert Online Connect UK claim all that is about to change.

Top Ten Personal Habits
Written by: Laurel Vespi | Distributed: 2009-09-08 | Word Count: 427 | Page Views: 7696 | Votes: 10 | Rating: 2.40
Successful people have a regular routine of daily or weekly habits that reinforce the things that are most important to them. By practicing a set of personal success habits, they maintain a positive outlook, keep focused on their priorities, have more energy, and a greater sense of satisfaction with life.

Highest Ranked "Business Offline" Articles

Why Businesses Need Receivable Factoring In Cash Flow Management
Written by: Toby Seibert | Distributed: 2007-08-08 | Word Count: 866 | Page Views: 2782 | Votes: 5 | Rating: 4.60
In today's business environment, many businesses need to fine-tune the process of getting paid on invoices, in order to improve their cash on hand. Improving cash flow can be an ongoing challenge for businesses of all sizes, and it is an issue that must be addressed to ensure the long-term viability of the business.

Whose Restaurant Can You Find Online?
Written by: Rudy Vener | Distributed: 2007-07-09 | Word Count: 640 | Page Views: 2314 | Votes: 5 | Rating: 4.40
What is so significant about Pizza Hut's latest TV commercial?

Business School for Non-Business Minds: Got a NAICS Number?
Written by: Melissa Mashtonio | Distributed: 2008-04-15 | Word Count: 423 | Page Views: 2756 | Votes: 5 | Rating: 4.40
I’m a journalist. I spent a lot of my career in the news business. As my career has progressed, I’ve spent time at small and large companies, and I have sat through dozens of business meetings wondering what the heck the “money” people are talking about. They used acronyms as if they were a foreign language.

The Problem With Swiping Sales Copy
Written by: Scott Bywater | Distributed: 2009-12-03 | Word Count: 480 | Page Views: 1877 | Votes: 5 | Rating: 4.40
This is what people miss when they try to simply "swipe" sales copy from another advertisement.

Equal Opportunity Pizza Ordering
Written by: Rudy Vener | Distributed: 2007-10-19 | Word Count: 629 | Page Views: 2400 | Votes: 8 | Rating: 4.38
With online ordering, your menu and restaurant suddenly become accessible to both the deaf and blind customers in your community.

The Secret To Making Successful Business Connections
Written by: Kate Smalley | Distributed: 2006-10-11 | Word Count: 672 | Page Views: 2547 | Votes: 6 | Rating: 4.00
If you have a hard time making successful business connections, don't despair. Anyone can be good at meeting people-if they use the right technique. The whole secret to making a positive connection is knowing how to attract people and inspire them to want to give you a chance.

How to Build a Really Great Business? (Super Success Secrets from a Legendary Business Master)
Written by: Chet Holmes | Distributed: 2007-01-15 | Word Count: 1523 | Page Views: 2505 | Votes: 7 | Rating: 4.00
Times are tough. The economy is in a constant state of upheaval. Is your company doing better than most? Are you placing greater emphasis on pure performance?

Online Copywriting Makes Content as the King
Written by: Steven Gerber | Distributed: 2006-12-11 | Word Count: 560 | Page Views: 2507 | Votes: 7 | Rating: 3.86
The inverted pyramid is basically the placing of 4 W's in the primary sentences of the articles, supported by the other W and H on the following discussions. Four W's consist of what, when, where, and who. The other W which stands for why on the other hand, follows on the succeeding paragraphs, including the elaboration for the H which also stands for how, if necessary.

Interview Coaching: A Home-Based Business on the Cutting Edge
Written by: Carole Martin | Distributed: 2007-08-24 | Word Count: 1400 | Page Views: 2347 | Votes: 7 | Rating: 3.86
You name it - Blackberry, Skype Connection, Cell Phone, iPhone - these are the tools of this trade. Who would believe that someone with a home-based business could reach out to someone in a far away country and work with a client via a Blackberry and a cell phone?

Do You Know Where The Real Profit Pools Are?
Written by: V Rory Jones | Distributed: 2006-11-07 | Word Count: 6028 | Page Views: 5363 | Votes: 6 | Rating: 3.83
Ever had that feeling you've got a great business, but that its' not delivering the results it really deserves? More likely than not, you do have a great business - it is simply that its strengths are not being directed towards the right opportunities, or that those opportunities are not being well exploited. This discussion outlines a new approach to market strategy - an orientation around 'cash-based' Profit Pools. In it, we outline what the right opportunities are, how to find them, and how to exploit them.












Download an eBook today
 
Directory Navigation
Locate By Author

Locate By Category:
ALL Categories
Arts & Crafts
Arts & Entertainment
Automotive
Business - Offline
Business - Online
Career
Computers
Education
Family
Finance
Food & Drink
Health & Wellness
Home & Garden
Humor
Internet
Nature & Pets
Real Estate
Religion
Self Improvement
Shopping
Society
Sports & Recreation
Technology
Travel & Leisure
Uncategorized
World Events
Writing & Speaking

Change Number of Results:
50 - 100 - 200 - 500
Article Reprint Rights
Creative Commons License

This work is
licensed under a
Creative Commons
License


You are not required to show the creative commons license notice when you reprint this work.
Article Publishing Tools
Print Article
Email-to-Blog
HTML Source Code
Text Newsletter Format
Link Back HTML

Blog Publishing Tools

Internal ID: #7541
Article Statistics
Word Count: 847

Total Views: 1512

Article Rating: Not Yet
Votes Cast: 0

More Articles By Author:




Article Title Search:

Widow Search
Right Blinker
Google
Yahoo!
Zuula
Bing
Cuil

Last Distribution Date:
2010-09-02 10:00:00






All Articles are Copyright © 2001-2014 of the Defined Authors.

All other material and images on this site are:
Copyright © 2001-2014, ThePhantomWriters.com