how to find leads using press releases

press releases announce events

And growth events create sales opportunities.

Depending upon what you sell, you may be able to dramatically improve your sales results by learning how to quickly read a press release and find the most relevant information for you and/ or your team - the information that will help you determine if the organization is a good prospect.

Press releases are generally written to obtain positive press coverage for the organization.As a result, many press releases are written to create and capture the interest of a reporter or writer. Many of the business news stories you hear on television or read in newspapers and magazines originate from press releases.

Throughout this material, you’ll learn about several specific ways you can use press releases to find organizations with sales opportunities. Here is your overview on how to read the releases and find the appropriate information quickly.

In some cases, for publicly held companies, press releases are also used to provide full and immediate disclosure of company events as required by law.

the headline

The headline of the press release will likely give you the main point of the information, and should help you to determine if you need to read further.

The headline of the press release will likely give you the main point of the information, and should help you to determine if you need to read further.

Key growth event words to look for are…

• invested
• venture capital
• raises
• awarded
• announces
• joins
• launched
• acquires

the first paragraph

The first paragraph should answer “the five w’s”: who, what, where, when, and why.

Who: company or companies mentioned in the release
What: the reason for the release
Where: the location of the company making the announcement
When: a date or time period for the event described
Why: the main reason for the press release

If the press release is announcing a venture capital investment or other fundraising transaction, then you may find “use of funds” statements in the first paragraph. A sample use of funds statement will read as follows:

“Funds will be used to accelerate product development, expand
sales and marketing and general working capital.”

Read the entire first paragraph.

secondary paragraphs

Depending on the nature of the release, there may be one or more secondary paragraphs which provide additional information on the event covered in the press release.

If the press release is announcing a venture capital investment or other fundraising transaction, then you may find use of funds statements in the secondary paragraphs.

the “quotes” paragraph(s)

The press release will likely include one or more paragraphs where key participant(s) provide a quotable statement. These quotes are included in a press release for reporters, who like to include quotations in news articles because they know readers value and enjoy insider perspective and information beyond the simple facts. If the press release is related to a venture capital investment or other fundraising event transaction, then you may find use of fundsstatements in this section as well.

the third party validation paragraph

The press release may also include a paragraph quoting research or survey information related to the product or industry. This information is provided to raise the level of newsworthiness to reporters and editors. For sales and prospecting purposes, you can skim or skip this paragraph. You may, however, find it prompts you to think of a similar organization that may need your product or service.

the “about” paragraphs

Press releases generally end with an “about the company” section. It provides another brief statement about what the company does, perhaps listing key partners and clients. Press releases typically include an “about” paragraph for each company/ organization associated with the press release.

increase your prospecting results

Your should use press releases to identify whom to call and a reason to call. This puts your sales and marketing efforts in context, thereby making you more successful at connecting with the right prospects.

leading press release websites

Business Wire (http://www.businesswire.com)
PR Newswire (http://www.prnewswire.com)

The Internet offers the fastest access to press releases for the general public. You can view releases or subscribe to email alerts on several websites at little or no cost. See #14 for a few examples.

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