News Releases, Product Publicity and the Internet
If you think writing a news release and distributing it on an electronic Web distribution service is all that is necessary to get top notch publicity, then you need to read on.
There’s a huge difference between writing and distributing a news release and preparing the proper publicity materials. A news release by definition is: “information supplied to reporters for them to make known to the public.” So, why will reporters choose to publish your news release over another one? A reporter or editor will choose to publish one news release over another based upon the relevance, presentation, and the reliability of their source. A publicist stimulates the interest of editors and knows what they are looking for.
Venmark International has earned their reputation as one of the best PR firms in the country over the past 33 years by providing editors and reporters with information in a format that gets their attention. This was summed up nicely in a letter they received from Stanley Parkhill, Editor of Compressed Air magazine who wrote, “Your staff, without exception, produces the best new product releases that we receive. Unlike the hundreds of releases that cross my desk each week, yours are well-written, to-the-point, understandable, and, most important of all, shows your clients’ to their best advantage. I hope they realize the positive service you give them. Please give my thanks to everyone involved for making my life easier and adding to our readers’ bank of information.”
That reputation for providing editors with meaningful information was further recognized by Russ Kratowicz at Plant Services Magazine who wrote, “In short, when I see the characteristic “editor-friendly” Venmark press release, I know it is worthwhile for me to read it because I know it contains information that I cannot afford to ignore the now familiar format means that I know exactly where to look for the information I need.” Most importantly, as Merle Snyder, Editor of Plastics Auxiliaries & Machinery Magazine wrote to Venmark International on the topic of “nuts and bolts” photographs, “Perhaps you can use this situation to make a point [to your client] regarding what can be done by producing a gorgeous photo of a fundamentally plain product.” His comment was in response to Venmark International’s visually stimulating presentation of an ordinary machine mount alternative.
“The most frustrating observation that I’ve made as a product publicist is the lack of understanding amongst the brightest engineers and businesspeople about the difference between news releases and preparing publicity materials,” said Steven M. Stroum, president of Venmark International. These are the same people who see the value in preparing a top notch Web site, first class product literature, and always dress well when visiting with customers. However, they’ll send out a press release that is poorly written, without a photograph, and downright awful, if they even send one out at all. “It is the functional equivalent of making sales calls in torn blue jeans. Moreover, they don’t realize what constitutes an effective publicity opportunity because they simply don’t understand the intricacies,” he continued.
Not sending out publicity materials at all is a huge mistake because editors are in the information business and if you have worthwhile information (news), then take advantage of the opportunity to present it to them. Does a product have to be new to be newsworthy? Absolutely not! Is it less than honest to send out a news release about an existing product? Not if you’re up front about it. Every product has different features, benefits, and applications that are of interest to editors. The key is to know what editors and Web hosts are looking for and to know how to “present” publicity materials to them the way they want it.
Presenting publicity materials to editors, on behalf of a wide range of clients in many different industries, is what Venmark International does better than any other firm. Notice the use of the term “publicity materials.” That is because the publicity materials are what matter the most; not simply the news release. Understanding what stimulates editors and what types of specific publications and Web sites are important to your prospective customers is critical.
All Media Outlets Are Not the Same
Just because you put some information into a template and distribute it on the Web doesn’t mean it will get read by the right people. How many e-mails do you delete without reading them? Alas, here’s another incredibly misunderstood marketing tool. Common sense ought to dictate that if you are known to someone; your e-mail will be more likely to get read by that person. Venmark International’s news releases get read by editors because the firm has a long and successful history of providing quality information to them. In fact, new editors often contact Venmark and introduce themselves and request specific types of information. The firm has a complete data base of editors’ preferred e-mail addresses and knows which editors still prefer postal mail. All media outlets are not the same. However, most web distribution services treat them all the same.
As noted above, Venmark International has a solid reputation for providing editors with news and information (news releases) in a format that contains what they are looking for and is recognized for their high quality. “Many clients have expressed their surprise to us about how many different ways we can publicize ordinary products such as cable ties, spiral wrap, plastic tubing, electronic parts, fasteners, hand tools, paints, and abrasives,” said Stroum.
Publicity Produces Much More Value Today
“When I show a prospective client how ordinary commodity products can be publicized repeatedly with a different creative approach every month he or she is truly amazed,” Stroum continued. What impresses them more is the “Power of Publicity.” Publicity is truly the most powerful marketing tool in the world simply because an editor or Web host is “telling their readers about your products” and publicity “evens the playing field” because a small company can be made to appear just as big as a major corporation, without spending a fortune. The only marketing tool that is better is a referral from a respected colleague.
In conclusion, if you wonder why certain products get more featured coverage than yours it is probably because a professional publicist prepared the publicity materials. Industry is no different than politics or publishing. Authors and actors on the Today Show or Good Morning America didn’t get onto the program to “hawk” their books or movies by accident. It was arranged by an expert publicist.
Venmark International is the publicity firm for industry and technology. Whether you’re a manufacturer or a distributor, the difference they make will provide your products with greater visibility in respected trade magazines and Web sites. This widespread exposure will enhance your company’s image as an industry leader, improve your brand awareness, drive traffic to your Web site (which can be measured using proven techniques), help improve your search engine positioning (through link-popularity with respected Web sites), generate sales leads (through phone, fax and e-mail), and get you the most bang for your buck.
