WHY YOUR PRESS RELEASE ISN’T WORKING A press release is part of the whole public relations process, but it will only help your business if you keep a few things in mind. BY MELANIE REMBRANDT
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our phone is silent. Your email is empty, and there are no text messages from your sales team. You carefully crafted a press release announcing your new HVACR service and distributed it to the media, but all you hear are crickets. What happened? Why is it so quiet? Shouldn’t reporters be contacting you? Well, first of all, congratulate yourself for taking the initiative to promote your news and venture into the world of public relations. These communications can give you a competitive edge and boost sales, awareness and credibility cost-effectively. But remember, a press release is only a part of the whole public relations, or “PR,” process which involves planned research, strategy, execution and follow-up. It’s a communication tool that works with your overall marketing, promotion and business plan. In fact, a press release will only help your business if you keep a few things in mind. Here are three questions to ask before you write a press release.
WHAT DO YOU WANT TO ACCOMPLISH? This may seem simple but it’s important. Stop and think about your message. What do you want to convey and why? While you want to promote your news, remember that your messaging should stick to your overall business model, tone and style.
When written and promoted correctly, a single press release can catapult sales and give your HVACR business a competitive edge. a specific goal, how will you know if your press release was successful or made any difference? For example, you can use a specific website link, phone number, email and more that is unique to the release to track responses. It’s also wise to create a database of the media members, potential customers, new partners, and more that respond immediately after your release goes out. Then, you can communicate with them in the future and grow positive relationships.
The official press releases on CISION PRNewswire and BusinessWire provide great examples and give you a good idea of where to start.
responses from your release last time). Also, remember to keep it simple. People are inundated with thousands of news items every day so stick to one key message that is easy to understand. For samples, conduct online searches and see what your competition, businesses you admire and others in the industry
These usually follow the Associated Press Stylebook for structure, punctuation, grammar, style and more. Note that many of today’s press releases, however, are written in a more relaxed, story-like style to capture attention. It all depends on your products and services, target market and continued on page 16
Decide on the best way for you and your team members to track results and how you will define success for your press release.
WHY WILL PEOPLE CARE ABOUT YOUR NEWS? When developing your news message, think about your audience. Why will your audience care about what you have to say? It’s essential to provide value rather than a sales pitch or just a news announcement. Whether you are ready to introduce a new product or service, discuss an acquisition, invite people to an upcoming event or something else, talk about the benefits for others. For example,
Think about your end goal. Once you know what you want to communicate, figure out whom you want to hear it and how you will get your specific message to them. Are you going to send out emails, use a press release distribution service, post on social media, etc.?
• Will you help your audience solve a particular problem?
It’s also important to decide how you are going to monitor results. This is a key step that many businesses forget. After all, if you don’t have anything to track to reach
If you send out a sales message that doesn’t provide value, your press release will probably be deleted immediately (maybe this is why you didn’t get any
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are doing. What kinds of press releases do they distribute?
• Are you assisting the local community in some way? • Does your news mean something to the HVACR industry as a whole?
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HVACR BUSINESS APRIL 2020
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