by
Roberta Carlton
While
not written by an objective third party, credibility seems to rub off on
press releases. Ethical communication practices are the stock in trade for
a PR practitioner. "If it is in a press release, it must be
true," the thinking goes.
Press
releases make great direct mail pieces. They are cheap (when compared to a
four color, "special envelope needed" piece of collateral); they
are fast to produce; they should contain your key messages; and they tend
to stand out against the dozens of slick direct mail pieces that show up
daily on a prospect's desk.
Press releases are being written less and less just for the media and are starting to be direct-to-consumer, using more consumer-oriented language and concepts. A customer success story becomes instantly more credible the minute it appears in the paper, on TV, or radio. Get reprints made and use them as a mailer or invitations to your next seminar. Leverage those great media quotes.
(Taken
from DM News)