Perhaps the greatest misunderstanding with respect to product publicity is that it is free and you have to be an advertiser or pay for it to get it. The fact is, that press releases are a respected, time honored way in which editors from all types of media outlets learn about different products and services that might be of interest to their audience.
If you prepare press releases with the idea of contributing to the media and giving them helpful content, rather than getting something for free, everyone benefits: publishers, readers, and your company. We live in a visual world and my first priority in preparing press releases is to make certain that I create an image that tells a story about the product and demonstrates how it solves a problem. The kind of photograph that I would be proud to put into my magazine or on my website.
The following article in the “Tube & Pipe Fabrication” section of “Fabricating & Metalworking Magazine” illustrates the importance of a consistent, credible, and well-executed product publicity campaign.
Venmark has provided “Fabricating & Metalworking Magazine” with spectacular news releases about the Esco MILLHOG® line of innovative pipe machining tools (editor’s description of their brand) for nearly 40 years. We are thrilled that the editor chose to include four different products from Esco Tool in the “Tube & Pipe Fabrication” section of their magazine to inform his readers about effective pipe and tube machining solutions. This is truly a publicity “grand slam!”