In the case histories, include a specific customer's problem, how your company's product or service helped to solve the problem, and a quote showing how your products or services can help anyone else with a similar problem. When possible, include links to online news stories about your company. To make it easier for reporters to use your material, make your press releases and company backgrounders available via email autoresponders or downloadable Microsoft Word or PDF documents. These are much easier to edit than to cut and paste text from Websites. More mainstream media are looking at Web sites for story ideas.
Reporters get hundreds of press releases each day.
If a press release catches the eye of a reporter who is unfamiliar with your company, having additional information available in the form of an online press kit will make it easier for the reporter to work on a story idea, which can make it more likely your release will be picked up and generate the extra promotion for which it was designed. Kate Schultz is the founder of E-ZineZ and EzineUniversity. You're invited to follow our progress each week as I reveal what works and what bombs in the world of E-zine promotion. This article can be reproduced in your publication or on your web site at no charge. All we ask is that you publish the article in it's entirety, including the author's footnote.