Anyone Can Write a Press Release

By Rachel Kerstetter, PR Architect, Sonnhalter

Given the appropriate details, anyone can write a press release, however, not everyone should write a press release.

Too often when companies try to DIY their press releases rather than have a public relations professional write it, their message gets lost.

Here are the most common mistakes that we see with DIY press releases:

  1. It isn’t actually news. If you’re going to ask for the media’s attention, you need to actually give them something, that something is news. If you inundate an editor with press releases that don’t contain news, you’ll do more to damage the relationship than build it.
  2. It isn’t written in a useable format. Press releases need to be written in AP Style; it makes them incredibly simple for the media to use.
  3. It’s a sales pitch. Sales pitches are not press releases.
  4. It puts the important information last. When was the last time you actually read to the end of an article?
  5. It assumes the reader knows anything about you upfront. A press release came across my desk once that was announcing a new tool and relied so heavily on the tool’s brand name, it never actually told me what the tool is used for.

Press releases are a valuable public relations program basic that when done well can earn you media coverage and help build relationships. Don’t assume that just anyone can write a release well.

Press releases have changed over time, here’s a quick look at the Modern Press Release.

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Sonnhalter Adds Mortar Net Solutions as New Client

MortarNetCleveland – March 2016 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, announces Mortar Net Solutions as one of its newest clients.

Located in Burns Harbor, Ind., Mortar Net Solutions is a leader in the development, distribution and support of innovative moisture management solutions for masonry construction. The company developed and brought to market a series of innovative solutions, including MortarNet®, BlockFlash®, LathNet™ and TotalFlash® that continue to aid masons and architects in their commitment to the creation of beautiful and durable structures.

“After an exhaustive search, we’re happy to be working with Sonnhalter as we continue to increase our footprint in the marketplace,” said Art Fox, marketing manager at Mortar Net Solutions. “Mortar Net Solutions was impressed by Sonnhalter’s ability to market to the contractor and distributor levels, and we look forward to applying their expertise to our line of industry-leading solutions.”

Sonnhalter provides a full range of marketing communications services for Mortar Net Solutions that will span across multiple departments which will guide Mortar Net Solutions’ creative messaging on both print and electronic platforms, as well as managing its public relations and media relations.

“Sonnhalter is happy to expand its reach in marketing to the professional tradesmen through Mortar Net Solutions’ customer base in the masonry construction industry,” said Matt Sonnhalter, vision architect at Sonnhalter. “Mortar Net Solutions delivers solutions that are one-of-a-kind to the market, so we are excited to drive the message of these unique products.”


About Mortar Net Solutions
Mortar Net Solutions develops, distributes and supports innovative moisture management solutions for masonry construction. Mortar Net Solutions was founded in 1992 with the invention of its flagship product, MortarNet®, a mortar collection solution developed to prevent water damage to masonry cavity walls. Mortar Net Solutions also developed new proprietary solutions for masonry construction, including TotalFlash®, BlockFlash®, BlockNet®, HouseNet®, CompleteFlash™, WallNet™, WeepVent™, CellVent™ and LathNet™. Mortar Net Solutions is a partner company in CavityComplete™ Wall Systems, the only tested, code-compliant and warrantied wall systems for masonry cavity walls using completely compatible components. For more information, visit MortarNet.com.


About Sonnhalter
Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Recently, Sonnhalter moved from its original office in Berea to a new space in the historic Brownell Building, located in the heart of downtown Cleveland. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. For more information, visit the company website at Sonnhalter.com or visit the company blog at TradesmenInsights.com.

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10 Reasons to Incorporate a Consistent Press Release Program in Your Marketing Plan

By Rachel Kerstetter, PR Architect, Sonnhalter

1287_5028055-PressReleaseThe press release is possibly the most basic element of public relations and is still the most effective method of getting your organization’s news out. However, the concept of consistency is often overlooked when considering press releases.

Having a consistent press release program can provide a variety of benefits to your company.

What exactly is a consistent press release program? Often we aim to distribute an average of one press release per month for our clients; if it’s a slow news year, that could be 8-10 press releases instead. The key is consistency.

Here are 10 reasons to establish a consistent press release program:

  1. Strengthens your brand’s relationship with the media
  2. Positions your brand as a reliable source when publications need input for round-up articles
  3. Press releases can spur interview requests for more in-depth media coverage
  4. Press releases strengthen your brand
  5. Improve your search rankings
  6. Complement other marketing efforts
  7. Provide content for social media posts
  8. Reinforce your brand’s position in the industry
  9. Provide support material for other media relations efforts
  10. Get your news in front of your target audiences
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Online News and the Press Release

By Rachel Kerstetter, PR Architect at Sonnhalter

I’ve been reading the book, “Trust Me, I’m Lying: Confessions of a Media Manipulator,” by Ryan Holiday at the recommendation of a colleague. It’s full of interesting, and damning, tidbits of information about today’s online publishing world.

Ryan speaks specifically about blogs, but some of his comments are true across many digital outlets, including some of the websites for your favorite printed trade publications. Allow me to stress the word “some.”

The main comment I want to share reinforces a message that we try to send our clients about the relevancy of PR and the basic, age-old PR tool: The press release.

Ryan writes:

“When I first started in PR, all of the leading web gurus were proclaiming the death of the press release. ‘Good riddance,’ I thought. […] Before long, I came to see the truth. Blogs love press releases. Does every part of their job for them.”

He continued to explain why:

  • The material is already written
  • The angle is laid out
  • The subject is newsworthy
  • They can blame someone else if the story turns out to be wrong

In my B2T public relations world, I find that many of the publications that I work with are low on staff and have to produce more content to continuously feed their websites and some have mandated blogs with post frequency requirements.

From a PR perspective, this is good. The editors at these publications have gotten to know me from sending press releases, event invitations and periodic messages offering to help with whatever they need.

Often, those press releases are posted verbatim on their websites within 5 minutes of opening the email. The press releases serve to make those editors’ jobs easier because they know, at least if they receive it from me, that it’s solid writing, confirmed information and packaged in the easiest format for them to use.

For our clients, press releases receive more attention and pickup today than they did even five years ago when I started in this field.

Sure, online coverage isn’t tied to as high of an “ad equivalency rate” because online advertising is cheap, but it gets more impressions because the majority of people are getting their immediate news online, either through visiting their favorite sources or ordering it up in their inbox through e-newsletter subscriptions.

As an added benefit of the modern press release, that is delivered electronically, the media I work with will often post the release and occasionally will follow-up for a more in-depth story or to request comments for another article they’re working on.

Don’t let anyone tell you that press releases are dead, because in this industry, they are alive, kicking and very valuable.

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