You’re launching a new kitchen gadget – how big is it?
You’re promoting a big event – what are the start and finish times?
You’ve got a special offer on – what telephone number do customers ring to speak to your sales team?
Obvious details, but these are so frequently missed out from press releases.
I give up
If somebody wants your new gadget but has a small kitchen, will they be put off because they don’t know if it will fit?
If someone wants to attend your event but works shifts, will they not bother because they don’t know if it will end before they have to start work?
If someone wants to take advantage of your special offer, but your receptionist doesn’t know who’s dealing with it, will they just give up?
All this does happen.
Gather all the details you think customers will ask for:
- phone number
- web site
- specific information relating to your press release topic
Gather details in advance
Don’t wait until you come to write your press release, because hunting down the information often takes time. Gather details in advance.
And if you are including a quote from a customer, supplier or other source, obtain this in advance and make sure they approve it before you send out your press release. Obtaining approval is often the longest part of the process. You often find people are in meetings, away on business trips, on leave or sick and no one else has the authority to approve the quote. You can’t risk them not giving approval in case you have accidentally misquoted them.
If you have all your facts, figures, details, contacts and quotes ready, you can write your press release and send it out on schedule, confident that it answers most reasonable questions customers are going to ask.