Old school press releases never get much hype. Usually, they are not interesting to write or read. Smart marketers and PR professionals know that well-written press releases are crucial to land press coverage and influencer relationships that build brand awareness and establish companies as the authority in their niche. Today’s guest is Mickie Kennedy from eReleases, a press release distribution company. Mickie discusses how to get press releases right to get coverage from even the biggest media outlets.   Some of the highlights of the show include: Why have press releases as part of a successful marketing strategy? Leverage Strategic/Smart: Craft your news/announcements to do well with press releases Same Message: Safe press releases or contrarian quotes are reasons for failure Justify Expense: Press releases take time and money to reach their full potential People respond to surveys/polls; include odd questions to be picked up by press Newsworthy Criteria: When’s the right time to write and send a press release? Industry Coverage: Local media is most accessible and easiest media to get Improve Odds: Share press release with many people for implied endorsements Positive impact? Press releases are worst marketing tool to measure ROI metrics   Links: Mickie Kennedy on LinkedIn eReleases Free Master Class: How to Build a PR Campaign Designed to Get Massive Media Coverage Shark Tank Show SurveyMonkey Google Forms Ben Sailer on LinkedIn CoSchedule   Quotes from Mickie Kennedy: “That leverage, you just can’t capture elsewhere in marketing. That’s the fun thing that you sit back and watch. When it works, it works well.” “If you can be strategic with what you’re announcing and sort of craft your own news, you can really get out there and do really well with press releases.” “I love working with startups. About a third of the people that go on Shark Tank use eReleases to announce their segment coming up when it airs.” “Press releases are the worst marketing tool because it’s hard as heck to measure the ROI.”