Press Release Distribution – Spin The Story The Right Way
September 1, 2010 by admin
Filed under public relations
One of the best things about a press release is that it acts as the “official statement” of a company. Rumors, speculation, and criticism can all be put to rest with one press release distribution. Therefore, if you’re a business owner, it’s in your best interest to utilize press releases as a way to attract the right attention while deflecting the wrong attention. You can write the release yourself if you’re so inclined; however, there are services out there that would love for you to outsource your press release writing to them. Let them do the work while you continue to control the message.
Negative press can kill a business; so can criticism without a response. When a company is under fire, it needs to get the message out that it understands the criticism and is working on making things right. Acknowledging the criticism lets the public know that the company brass knows that a problem with its product exists and is working on fixing that problem. It’s better to do it yourself than wait for a deluge of negative press to hit. Press release distribution companies pride themselves on writing effective releases that convey this to the consumers.
On the flipside, press releases can also act as company hype for a new product. A carefully worded press release can do more for sales than a fully-featured ad campaign. Whetting the public’s appetite for a product by listing a few of its features builds interest and just might push fence sitters over the edge. The right press release distribution will increase awareness of the product as well, presumably introducing an entirely new group of people to the product. This is what every company wants—artificially built demand for a product with a limited supply. It increases sales and leaves the public wanting more.
Therefore, it makes sense to “spin” a press release to make it say what you want it to say. What company doesn’t want to be seen in a positive light? It’s always good for business. Using press releases to deflect criticism and build interest in a product are two very basic ways to use them at their full potential. The press release is a powerful tool, but it’s the press release distribution that makes them more powerful. Getting the release in the right hands can turn the tide of negative press around or make already favorable press look like praise by comparison.