Launching a press release for your business: When and why?

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Nowadays we have many tools at our disposal to communicate the existence of our business. It doesn't matter if we are self-employed or a medium-sized company, since we all have the right and almost the obligation to publicize the excellence of our service or our milestones. Press releases continue to be the best way to communicate something important, such as that link between information professionals and our business.

It can often seem like this action is reserved for large companies. In many cases this is the case, but when the time comes, we can be encouraged to launch our own press release . Once we have made up our minds, it is advisable to take the correct steps to ensure a greater probability of success, since a press release may end up in a journalist's mailbox, but that does not mean that it will be published.

Many professionals wonder when it is time to issue a press release. This decision depends on many factors, including the importance of the information (which may be important for us, but perhaps not for the press) or the ability we have to reach our objective. Let's therefore review the most important points to bear in mind before taking the big step.

Press release
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The press release
A press release is a clear communication, intended for italy number data journalists who cover information related to our sector. The content must be clear and concise and have the necessary audiovisual elements to support the written content. Many companies usually establish a period for sending press releases, although not even the giants are always successful in terms of their publication.

The written document containing the information should be as brief as possible. In this way, and if we avoid unnecessary flourishes or additions, we will facilitate reading and understanding for the journalist who will be in charge of validating or not its importance for publication in their medium.

When to launch it?
This is the big question that many companies ask themselves . It is possible that your business is succeeding, you have achieved several milestones and you have a product or service that stands out from your direct competition . If so, you may be missing out on a great opportunity by not communicating it.

We must take into account whether the information we have to share is relevant to the media. In this sense, we can do the exercise of putting ourselves in the reader's place. If you read the information as someone outside your business, would you find it interesting? It is also very important to survey our most direct competition to ensure that the milestone has not already been surpassed in time and form by our rivals. In general, the creation of a new company, the launch of our products or the achievement of economic or sales milestones are the most common cases for the launch of press releases.

journalist reporting a press release
How to launch a press release
This is another of the big questions, since not only the time but also the way is vital to try to ensure its success. In this sense, the ideal thing may be to delegate the task to a communications manager, whether internal or external. We can also hire a communications agency to give us a hand, especially if it is the first time and we are a bit lost.

If we are going to do it ourselves, we must bear in mind that we can save money compared to the previous options, but not the time required for its correct preparation. In this sense, the first thing will be to gather the necessary contacts for sending the press release. To do this, we will have to know which are the specialized media in our sector , gather the contacts (emails) of the professionals and save them as a database.

We will also need to use a platform specially designed for launching mass communications, such as Mailchimp or GetResponse . These platforms allow us to always have access to a database of journalists and templates to be able to send press releases. They also have the important and necessary follow-up to check the level of success of the same.

It shouldn't be an isolated thing
Our first communication may not be successful, but the second one may be. This means that we should not give up if we believe that our business has something important to say. However, it is very important to establish a flow of communication between us and the press. Journalists will not be happy to receive a press release from you every day, but it is advisable that they see you in their inbox at least once a month.

The period is not established as an exact science and everything will depend on each business. However, if we decide to communicate to the press, it should be something recurring and not isolated. Once we have all the above clear, we can communicate correctly and cross our fingers to expect the relevance we deserve in the media.