press releases and media relations
A targeted distribution of releases to the media may create a public record of success. Even if a publication does not use your release to create an article, a file on your company is created which may result in future stories or be used as a resource for peripheral articles on the industry, market trends or general community behavior. The press should be deemed as another target market and releases are an appropriate method of communication, which convey forethought and professionalism.
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Frequent and powerfully written press releases can do several things: create a publicly documented history of company success and activity, which can be used on a website, become part of other marketing materials and serve as documentation for shareholders or financial institutions. Most importantly, press releases are used to control rumor and the language used by the press to describe your company, which helps you keep a tight reign on public company perception. Lastly, releases are the universally accepted method of delivering noteworthy company information (change, successes, refutes, etc.) to the public.
