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Using a professional service to write your press release

A press release is a vital document, designed to promote and publicize your enterprise without any upfront sales jargon. Though an informative piece of writing, it has to be drafted with a lot of care and caution as it involves various factors and persons involved in the business. It is the public relations department that usually prepares the press release, but again this may not always be feasible. A press release needs writing skills besides the art of gathering data and then using whatever is relevant. This kind of expertise may not always be available within the company and it may therefore become necessary to utilize a professional service to create a good press release.

How to make the right choice
A press release is a channel of information into the workings of your company, so it is essential that whoever writes it has the skills and the knowhow. There are professional press release writing services or you may find technical writers and journalists who can do a good job. The advantage in hiring a professional service provider is that you can be sure of getting what you want; a well-written, readable, informative and accurate press release.

There are certain aspects that you need to consider when deciding on a press release:

• What is the purpose of the press release?
• Is it being published at the right time?
• What kind of follow-up action is being planned after the release?
• What would be the actual content of the press release?
• What would be the distribution channels of the press release?

All these concerns have to be addressed and having a good writer on the job ensures that you do not have to worry about the actual writing of the document.

Pitfalls of a poor press release
A good press release can be an effective marketing tool and be a part of the overall strategy of the company and the opposite would be the result of a shoddy one. This is why it is important to have the press release written by a professional and the subsequent follow-up activities also need to be done effectively.

The many pitfalls of a press release that is not managed properly:

• It can be badly written and the media response is poor
• The press release may not be distributed in an effective manner
• The media may not respond as the right people were not contacted in the first place or the press release not seen by them

The first step in a good press release is the presentation; a strong headline, interesting content, timely distribution and compelling information. Distribution is also vital and it should be posted on a bona fide newswire service where it reaches journalists online and the many newsrooms all over the country. Your press release should also be distributed to your contacts in the media, who have evinced an interest in your company operations and would view it favorably.