In this Expert Insight Interview, Mickie Kennedy discusses the subject of press releases. Mickie Kennedy is the CEO of eReleases, helping entrepreneurs and businesses get their message out.
This Expert Insight Interview discusses:
- The newsworthiness of press releases
- How to be strategic about your press releases
- The goal of press releases and why most businesses fail to achieve it
There are many people out there nowadays, who denigrate press releases, saying that they are outdated and don’t work anymore. The truth is that they can and often are very effective, especially if you have something newsworthy to share. If you can develop a newsworthy angle and a strategic story, you can get a lot of leverage with press releases.
The thing is that a newsworthy angle can be created with enough effort, and people seem less and less willing to put in the required time and effort to create the “magic sauce” that makes a story newsworthy.
When people simply throw out rote press releases, it is hardly surprising if they don’t bring the desired results. Mickie Kennedy says that roughly 95% of press releases that eReleases gets are about things like new hires, mobile-responsive websites, and other things that no one really cares about.
If you’re going to spend money to send a press release, you want to make sure it is strategic. Mickey always advises his customers to survey their industry and throw a couple of “oddball” questions to generate authority and interest from publications within their niche.
The Goal of a Press Release
Most people think they understand how press releases work and the mechanics and process of it all, but in practice, they probably don’t have a full view of how it actually works.
There are a lot of press-release services out there that offer to share your press release for under $100, but the reality is that at that price, the press release will not go to the media or through a news wire. They syndicate the release to certain websites, but these sites do not have much traffic, and more importantly, they do not create an original article about the topic. The goal of a press release should be to have a new article written about your business.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.