Small business owners—risk-takers who turn personal visions into realities—are understandably passionate when it comes to their work. But like proud parents, they sometimes forget that everyone does not need regular updates on their baby’s development.

For example, issuing press releases on a regular basis could be counterproductive. Do it too frequently and recipients may immediately trash your emails or envelopes. What’s okay to send and what should be held?

Optimal uses of press releases: Trumpet the launch of your company, a major new product, a significant change in management or an important charity event that you’re sponsoring. These are all legitimate subjects for colleagues and newspaper or magazine editors. While they might not be wildly interested, they will not begrudge your release and will feel informed.

Inappropriate uses of press releases: Do not discuss an upcoming sale, a low-level addition to your staff or minutiae that is better handled by an advertisement or intra-office email. Measure the importance of your news like the automotive manufacturers do. They send press releases to announce new models, not new paint colors or a change in suppliers.

The Po!nt: Use press releases judiciously and everyone will pay attention; bombarding recipients with irrelevant news, on the other hand, is a sure way to be ignored.

MarketingProfs members have been discussing this subject recently. Read what they have to say about using press releases effectively.

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