"Never under-estimate the power of the press!"

I'm sure you're familiar with the phrase "the power of the press." It's this power that turned an ordinary intern at the White House into the talk of the town, in every town, in almost every country. Okay, maybe she wasn't ordinary, but you get the point.

Are we a nation so bored out of our wits that we got swept away by something as silly as the Macarena? Not necessarily. Again, it was the 'power of the press,' or media in this case, that gave the Macarena it's unworthy exposure. Now that I've probably offended Macarena lovers, let's move on...

Not only will the press print something they consider newsworthy, they will also print anything that is popular, controversial or sometimes just "new." Some good examples that fall into the "new" category would be pet rocks, chia pets, and the latest editions: beanie babies and furbies. These aren't products that helped anyone do anything! They were just new, got good exposure, and became stars.

In a nutshell, press coverage is one of the most powerful marketing tools available to you to help promote your product, service, or opportunity. And best of all, it's absolutely FREE!

News coverage can add immediate credibility to your business and your product or service. The press is still respected and trusted by most people. Most people still take what they read in the papers as gospel. The same is true for radio and television.

The bottom line is...

With just one well-written press release, you can have your article published in a popular magazine or your local newspaper and expose your product information and/or your website to hundreds, even thousands of interested readers.

The visibility and exposure that your business may receive can not be measured. You see, sometimes a single press release can generate more articles in other publications; It could also get you an interview on a radio station or a tv program. You could even end up on the 10 O'clock News!

No one can really tell how little or how far your press release will expose your business. The only way to find out is to get those press releases out there! And get them out there NOW before your competition beats you to it.

How To Get Free Press Coverage!

With the exception of "real news," which can be fairly depressing at times, most stories and articles that appear in the press are the result of individuals or companies contacting the press. This may come as a surprise to you, but most of what appears in the media is a result of either press releases or calls made by people to the press, radio or tv.

Most newspapers have space to fill. You can help them fill it. If you have a new product or service that is needed by the public, or if you have a website offering help or advice, you could very easily be the next person to be mentioned by the press.

However, you have to be a little different than what's already out there. Uniqueness stirs up curiosity and interest. A new subject, or a new point of view, is usually newsworthy.

Another way to get published is to watch for what's "hot" in the news. Right now, for example, the Year 2000 Problem is big. If you decide to offer FREE information on this or any other hot topic through one of your webpages, you could very easily increase traffic to your website. All you would need then is to create links from your "hot" page that leads to your other products offered on your site.

Also, if you can create a web page that can make people's lives easier, more interesting, or more fulfilling, you can be in the news. (Just take a look at PC Magazine's Top 100 websites and you'll get lots of ideas.

The "how-to" of press releases.

Some things to consider when writing a press release:

• Use a powerful "action" headline to get immediate attention. By now you should know that your headline is the most powerful part of ANY advertising, or promotional piece.
• Present your best information first. A reader, especially the editor of the paper/magazine, doesn't have time to waste. The reader should be able to instantly learn what the release is about. Mention the most interesting and useful features of your news first.
• Do not "advertise." That's right. A press release is not exactly a display ad. Your release has to appear as an informational article, not an ad. Avoid wild, inflated claims. Be honest and provide useful details. Sell the benefits of your product/service without sounding too much like an ad. Explain why or how your product will make people's lives easier. Provide a solution to a common problem.
• Be an "expert." You have to sound like you know what you're talking about. If your article is too vague and scattered, it will probably not get published. A well-written article, on the other hand, will tell the editor that you know the product and that you are a reliable and authoriative information source.
• Get to the point! Your release should not go more than 2 pages long. If it is longer, get rid of useless information and include only what's important. This will ensure that you are providing all the details and none of the "fluff." Try to include as much of the important details as you can and keep it within 2 pages.
• No technical "jargon" please. Technical terms are not acceptable. If the reader cannot understand what the article is about, it won't get read. Translate all the technical terms into layman's terms.

It is usually a good idea to research the paper or magazine you're planning to submit your release to. Study the back issues and previous articles and learn what is working with that particular publication. This will greatly increase the chances of your release getting published vs. that of your competitor's.

The format of the Press Release.

• The release should be typed or computer-generated, double-spaced on 8 1/2 x 11 paper.
• Your company name, address, and page number should appear at the top of each page. Write "For Immediate Release" along with the date toward the top of the first page.
• Under this line, type "Contact:" then your name and phone number (or whoever will be handling the promotional aspects of this project.)
• The headline will appear next, followed by the contents of the release.
• Be sure to check, and re-check the article for spelling and grammatical errors. Don't rely on your word processing software to do this for you. It's also a good idea to have a second person proofread the release.
• Address the release to the right person. Call the magazine or newspaper to find out who handles the press releases and address it to that person. Include the person's correct title.

Use FREE PRESS COVERAGE to build your business. It's free, you can do it on your own, and the results are usually phenomenal!

Make headlines!