Why Should Your State
& Chapter Send Out Press Releases?
by
Lori Stewart, PP, PLS
NALS Marketing Committee
Are you the Marketing Chairman for your State or Local
Chapter? Are you wondering how to publicize your
programs and attract potential new members? Do you
think Press Releases are only for movie stars and Fortune
500 Companies? Then this article is for you!
Press Releases are for everyone. They are a great
form of publicity for your chapter and its programs and
are one of the most cost effective forms of marketing your
chapter can implement--the only cost incurred is the cost
of postage, which is great for those chapters with small
budgets.
Did you know that the popularity of the Internet has made
the press more interested in small and mid-sized organizations? Or
that Editors and reporters are searching for ideas, new
products and services and need to fill the pages of their
publications with news 365 days a year? Help them
out. Send them a press release about a program, award,
or member in your chapter. They need your press releases
just as much as your chapter needs publicity and the potential
new members that publicity may bring. Press Releases
provide publicity that is more believable and profitable
than any advertising you can buy.
The opportunities for free publicity are endless. How many
of the items below can you write about? For the best media
attention, you should distribute a press release every week
on one of the subjects below.
1. Do you offer an apprenticeship or internship?
2. Can you write about a member’s success story?
3. Is there something new or unique about your organization?
4. Can you release a testimonial received from a member, lawyer, or firm?
5. Can you publish results of a poll or survey?
6. Are you sponsoring a program or event?
7. Do you offer free career advice?
8. Are there any unusual products or services that you offer?
9. Can you publish a summary of useful or new facts?
10. Has one of your members received an award?
11. Have you been involved in legislation?
12. Do you have a unique projection or forecast?
13. Do you have a new trademark?
14. Are you launching a Web site?
15. Is there an issue you can protest?
16. Do you have a new publication?
17. Are you introducing a new product or service?
18. Are you making a major change to your products or services?
19. Have you been mentioned in a book or article?
20. Are you making a change in pricing or offering special deals (renew now and
receive two free months)?
21. Are you offering a new training program for employees?
22. Are you starting a new chapter?
23. Are you involved with fundraising or other events?
24. Are you speaking at a conference or seminar?
25. Are you celebrating an anniversary?
26. Do you know a way for people to save time or money?
27. Can you write a letter to the editor?
28. Are you holding a seminar or lecture?
29. Have you completed a study or research project?
30. Is some kind of special event happening for your chapter?
31. Are you attending or hosting a conference or exhibition?
32. Have you had a visit by a celebrity?
33. Can you work with the media on a joint project?
34. Do you have a unique product or service?
35. Can you adapt a national survey or report to explain your own association’s
news?
36. Have you received significant recognition in your field?
37. Have you discovered a new use for your product or service?
38. Are you running for office?
39. Are you holding a competition or contest?
40. Do you have news that could affect people’s health or make life easier?
41. Are you giving away free samples or demo accounts, etc?
42. Can you write a tie-in with a current news event?
43. Are you involved with civic activities?
44. Have you spoken in front of a noteworthy audience?
45. Are you offering a reprint of a speech or keynote address?
46. Do you have a great testimonial to relate?
47. Have you published a report or any kind of useful or new information?
48. Have you testified as an expert witness?
49. Is someone in your organization receiving a promotion?
50. Do you have any community value that you can tell about?
51. Have you had an interview or meeting with a celebrity?
52. Can you hold an event to tie with a holiday or special occasion?
53. Do you have a member that is retiring?
54. Have you won an award or contest or received a special certification?
55. Is your chapter involved in any charitable or community actions that has
an upcoming event?
In order to write a press release, you must determine
the subject of your story. It can be about an even
that affects the profession, the legal community, or a
change in your association that will affect your member
base. Whatever you choose to be your story, you must
remember to cover the basics. Your press release
must always tell who, what, where, when, and why.
A mistake that is often made in the development of a press
release is the misunderstanding that a press release is
an advertisement for your organization. Even though
a press release can assist your association in acquiring
members, it should not be your focus. The primary
purpose of your press release is to deliver a newsworthy
story about the legal-related issues or the profession
to the reader.
10 Essential Tips to Ensure Your Press Release Makes the
News
1. Make sure the information is newsworthy.
2. Tell the audience that the information is intended for
them and why they should continue to read it.
3. Start with a brief description of the news, then distinguish
who announced it, and not the other way around.
4. Ask yourself, “How are people going to relate to this
and will they be able to connect?”
5. Make sure the first 10 words of your release are effective,
as they are the most important.
6. Avoid excessive use of adjectives and fancy language.
7. Deal with the facts.
8. Provide as much contact information as possible: individual
to contact, address, phone, fax, e-mail, and Web site address.
9. Make sure you wait until you have something with enough
substance to issue a release.
10. Make it as easy as possible for media representatives
to do their jobs.
For more information on marketing and press releases,
please visit the NALS Website http://www.nals.org and
download NALS.ORG and the NALS Marketing Tool Kit.
