Every single press release you compose should be tied to a clearly defined objective(s).
Once the objective has been defined, an approach is determined and any event or media opportunitysurfacing from the press release exposure should be monitored to determine effectiveness and measureresults. Here I’ve outlined one of many PR goals and approaches for Sensei Enterprises, a computerforensics company in Northern Virginia, who sought to expand their brand into corporate sector.
The President of the computer forensics company, Sharon D. Nelson, was (still is) an avid and wellknown writer and renowned author in the legal technology arena. To further increase her visibility inthe subject of computer forensics, Ms. Nelson sought to publish her writings or author columns inother periodicals outside the legal services arena.
A good target for publishing articles was the
Washington Business Journal
(WBJ), a highly regardedmetro business journal popular with senior level corporate executives and influential decision makersin financial services, insurance and information technology sectors. WBJ reader demographic is aperfect target for corporate computer forensics services. Demographics for the journal included target-rich prospects with the following characteristics:
51% are business decision makers or influencers
63% are in top or middle management positions
Household incomes average nearly $95,000
13% have a portfolio valued in excess of $500,000
The WBJ was seeking new columnists for a 2007-2008 term. When I learned of this opportunity, I wasconfident Ms. Nelson’s extensive writing background would make her, at minimum, a strongcontender. Coincidentally, WBJ was also seeking metro-based companies passionate aboutphilanthropy and doing “Good Works” (the name of their philanthropic column).
We started small and began our effort to establish rapport and make reporter connections with WBJ bysubmitting the press release on page 3 for their “Good Works” column.
Marketing Strategist, publicity assistant & social media enthusiast Mayra Ruiz-McPherson
Anatomy of a Press Release I |www.mayraruiz.comPage 1 of 5