Press Releases – Swing ‘em Like a Hammer

I have to say it’s a pretty good feeling when a client gets splashed all over Canada’s largest newspaper, The Globe and MailMountain Trek was featured on the cover of the Globe’s travel section this month and the story resulted in a half dozen direct bookings (worth over $25,000) that they know about and incalculable interest for future visits.

 

This is how it all came together. Two years ago I was doing public relations for Mountain Trek, a wellness retreat and fitness lodge in south-central British Columbia, and we came up with a campaign that featured the phrase “Hike Your But Off” and the “but” was usually, “But I’ve never been hiking” or “But I can’t take time away from my family.”

The press releases (and overall campaign) garnered good reception and one of the key reasons it did so is because of a mantra I’ve shared with my clients again and again: “A press release is just a hammer; you gotta swing it!” So many times I hear from people who have used other public relations professionals and then complained that they didn’t get more coverage from a press release. The reasons are typically two-fold:

  1. the media personnel  weren’t targeted directly in a way that would interest them and/or
  2. the press release didn’t have enough reach/stamina

A press release is just a tool and you never know how far it’ll reach. For example, I just received an email from a writer who had received the release mentioned above two years ago and wanted to do a piece on the client now. The one thing you cancontrol is how interesting the media professional finds your release and subject matter. Having been involved in the media as a writer, editor and publisher for the past 20 years, I can confidently say I know what grabs a journalist’s interest.

Touch base with me anytime and together we can work out a strategy for  your next campaign and release.

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