Carrie Hill’s April 24 article, “Influence the Public with a Press Release”, discusses examples of how press releases have helped some of our clients in the hospitality industry recently. Here’s some more information about how to handle press releases.

Press releases are a great marketing tool to distribute information about your travel or tourism business across the web. They can provide the media with newsworthy content about your industry, location or company. There are many free and fee-based sources that you can submit your press release information to online.

One of our favorite sources is PRWeb, a media site that distributes press releases both for free and for a fee, depending on how aggressive you’d like them to be in promoting your news. They specialize in the distribution of information for small and medium sized companies - this will work for you whether you are marketing a small bed and breakfast or medium-sized inn or hotel. After creating a PR Web user account, you can manage multiple press releases at one time, providing you with viewer statistics about each release. They also allow you to upload pictures and files, create RSS feed groups, and include hypertext links for each release. PRWeb distributes releases daily to media contacts, syndicated news feeds, search engines, and on their own site.

When writing a press release, there are several important factors to consider. These factors include:

• Do not write your press release as an ad piece. Most sources will not consider content newsworthy if it’s simply trying to sell a product or service. Rather, make it interesting and informative.
• The headline is very important! This is what will (or will not) grab a reader’s attention.
• Make sure that you follow the guidelines that each resource gives you. They will instruct you with what information to include in your release and what will disqualify your release.
• Submit your release to many sources. The purpose is to get your news distributed to many places.
• Include your press releases and other company information on your own website. A media blog is a great way to add content to your site and to distribute information online. Information from blogs does get picked up by media sources.

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