Marketing Basics – 2 Big Differences Between Articles and Press Releases
December 24th, 2009 Filed under: Uncategorized — Public Relations Author
People get confused about the marketing decision of how to choose between putting out an article or putting out a press release… and, of course, how to do each of them. Understanding these 2 big differences may help:
Difference #1: The intended marketing audience is different. You write an article to attract targeted prospects, which means you need to know specifically what your prospects want… and then focus on that.
But the “buyer” of your press release is probably not one of your prospects. Your PR “buyer” is actually an editor of the publication which you hope will feature your PR. So you need to understand the wants & needs of that editor, and appeal to those… which are probably very different from the wants & needs of your prospects.
Difference #2: The shorter your press release, the better. Probably ideally, you’d like to keep it under 350 words maximum. No more than one side of one sheet of paper, double-spaced. The editor you are targeting has a ton of press releases to read. There are some who actually just toss out a PR that goes over one page. And why not? They have a never-ending supply of them in their email every day. So if you don’t stick to their rules, you lose.
An article can be longer and go into more detail on the subject matter and cover more points. That deeper detail is a real attraction point for your real targeted marketing prospects who will read your article. If it’s exactly the information they want, a real prospect will read every word… and then they’ll want more.
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