press release article magazine image

Press releases and editorial articles are both effective yet distinct ways of publicising a business and it’s always a great feeling to see your company’s name out there, whether that’s in a news story in the local press, or featured as an expert on a respected industry website. However, many people don’t know the difference between the two and are therefore missing out on cost-effective opportunities to raise their organisation’s profile.

Read on to make sure you’re clear on which is the best option for you and your business in the different scenarios you are likely to encounter when thinking about publicising your business.

What is a press release?

A press release is used to publicise newsworthy information about a company. Events, new products, personnel changes, awards and charity partnerships are just a few circumstances in which it can be worthwhile to send out a press release. Press releases are written by businesses and are sent to relevant news outlets with the aim of appealing to editors and being published.

When to write a press release

Press releases are a great way to announce an important piece of news about your business. These can include:

  • An event, such as a celebration of a milestone
  • The launch of a new product or service
  • Winning an industry accolade or award
  • A new initiative such as a charity partnership
  • Expansion, new premises or the appointment of key personnel

When you know that your company has something newsworthy, such as a new office or the launch of a new product to tell people about, a press release is the appropriate choice. When writing a press release, remember to keep in mind the five W’s of news (what, where, when, who and why). The writing style should always be objective and the content succinct as editors are trained to spot unnecessary waffle from a mile away! Also, don’t forget to include your contact details and provide images, as publications won’t act on your press release otherwise.

Knowing how to write a press release can be less simple. Understandably you will be excited about your news and keen to share as much detail as possible. However, making a press release too ‘salesy’ or cluttering it with lots of irrelevant information about your company is a no-no. Press releases should be tailored to their audience, clear, concise and focused on the topic in hand, something that can be harder to achieve than it sounds. To find out more about how to write an effective press release, read our useful guide.

What is an editorial article?

You can use articles to share your expert knowledge with readers. Articles, which are often longer than press releases, also have the added benefit of getting your business’ name out there as an industry expert. Depending on your area of expertise, an article can span a range of topics but will usually involve something relevant to the industry that your organisation operates in. Unlike the daily news in the mainstream news cycle, an in-depth exploration for the trade press about a new innovation that is making waves in your industry will usually stay relevant for longer than a press release, which will be more time sensitive.

When to write an article

You can get started by following these steps:

  • Identify the publications you’d like to appear in; these are often trade publications for your industry and/or local publications for stories that are not about a niche subject.
  • Read your target publications to get familiar with their tone and find out what subjects they publish stories on.
  • Find out if your target publication publishes a features list; many trade magazines make a list of planned themes for the coming mont
  • hs which is available to those who would like to submit ideas.

Next, all you have to do is think of an idea! This could be anything from a ‘top tips’ article based on a training workshop you are running, to a feature based on a recent news story in your industry. For example, a lettings agent might submit an article to a trade publication giving expert analysis and practical advice about changes to the law regarding renting out properties as a private landlord. Your article pitch should succinctly summarise who you are and what you would like to cover in your article – an editor can always ask you for more information if they require it.

A well-constructed article will educate the audience and showcase what your specialities are. When writing an article, it’s important to remember it’s not an advert. Again, any article that is too ‘salesy’ will not make it into the public domain, so mentioning your product or company over and over again is a strategy doomed to failure. Also, remember not to give away all your secrets; going back to the ‘top tips’ idea, the aim is to pique people’s interest in finding out more, not to give away all your expertise for free!

What’s the point of press releases and articles if I can’t use them as a sales pitch?

This is a good question and one that often crops up at the Ideal Marketing Company when we talk to clients. While it’s true that more traditional methods of marketing such as PR are harder to measure than digital marketing techniques which can be backed up by cold, hard data, press releases and articles can still be incredibly valuable for a range of reasons including:

  • The kudos of your name appearing in a news story or as an expert in a trusted publication can boost your reputation with the people who matter – your potential customers.
  • Although editors don’t permit sales copy, they will often publish a link to your website. This can be doubly beneficial if the article appears online as you will benefit from an SEO perspective from the link back to your website.
  • Press releases and articles can be an extremely cost-effective option.
  • While press releases and articles can’t take a ‘hard sell’ approach, recommendation or validation in the right publication can be a subtle yet effective way to gain new customers. After all, who would you call first; a kitchen company with editorial coverage in a local lifestyle magazine or one who had chosen to advertise in the same publication?

Where do blogs fit in?

A modern marketing mantra is that blogs are essential for the success of your website. This thinking comes first and foremost from an SEO perspective, as by adding fresh and relevant content that your clients are actively looking for will help you climb those all-important search engine rankings. However, as most people are aware, these days simply stuffing your website full of keywords is not enough.

Many small and medium-sized businesses work from a monthly blog plan. For example, writing and uploading around three relevant stories a month is a great way to maintain or boost your search engine rankings and provide engaging content for your customers.

As a general rule of thumb, the bulk of your blog content will come from stories or events that while interesting, don’t warrant a full-blown press release or article pitch. However, after your press release is written or your article has been published, it is always worth adapting it for your blog as it’s a great way of expanding the reach of the content you have created. For easy tips on blogging, check out our guide.

PR for small and medium-sized businesses

As a full-service marketing agency, PR is at the heart of what we do at the Ideal Marketing Company. To discuss this, or any aspect of our marketing services, please call us on 01858 374 170 or fill in our contact form.

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