In newspaper jargon it’s called “above the fold”, where top interest stories live and where every business and event wants to be. Getting that coveted position can challenging for small businesses who have no staff on hand to develop relationships with the press.
To get your information into the right hands, it starts with a press release. I have to admit, I don’t enjoy writing press releases. Of all the marketing tasks I do — newsletters, social media, blogs, video, and coaching, creating a press release for a client or event I’m working on gets put to the bottom of my “to do” list. It’s not that I can’t write one, it’s that I never know if I’m reaching the right source or merely sending the message into the abyss, hoping for it to stick against the wall.
This week I decided to brush up on my press release writing skills and attended a workshop called “Press Ready 101″, hosted by Easthampton City Arts. I especially wanted to go because it was led by a local journalist, Sarah Platanitis, Here was a chance to listen to what journalists want from us when pitching a story. Most of the attendees were artists, interested in getting better at the marketing and business side of their craft, some looking for local help, others aiming for national exposure.
Here are some of my takeaways:
Self-promotion can feel uncomfortable and it’s sometimes helpful to work with someone who can help you manage the marketing and event planning details. Preparing in advance is key to a successful event, product launch or new service offering. So, here’s hoping to see you “above the fold” real soon!
Liz Provo, Mass Marketing Resources.