There are several types of press releases that should be utilized by organizations:

There are media advisories. Media Advisories tell media, basically, where you are going to be at a certain time and date and why you will be there. It also serves to invite media to a press conference at specific locations and times.

Press conferences are events that are held by organizations specifically with media in mind. An organization invites media to attend a gathering, where PR Representative and Chairman of that organization, along with other notable active members will attend to answer questions and conduct interviews with media. When doing this, an organization would do good to have their own sound equipment so that large crowds can hear what they have to say.

A press release can also take form of an official statement by chairman of that organization on a specific issue. The statement will be sent to all of interested media for quote-gathering for stories. Most congressmen use this method regularly.

Another form a press release can take is in form of an article. An article is basically a news report based on facts that that organization has gathered. When using this method, it is best to leave organization's personal opinions out of article.

Press releases, written in article-style, should never use words we, us, me, my, or our or any other first person pronouns. These pronouns are only suitable in personal statements about issues, or when promoting a press conference by an individual.

Without a personal connection, you risk losing more than just a sale - your long-term business could be at stake. Everyone speaks of creating a USP - if you can't compete on price, why not make your mark in 'high touch' arena of customer service?

By taking time to transform a cold 'high tech' experience to one of 'high touch,' you'll set yourself apart from crowd and create something rarely seen: customer loyalty.

So, how to proceed?

*Commit To Ensuring That Everything Works

Minimize customer frustration by making sure that everything on your web site is working. There's nothing like a broken link to make customer enthusiasm fizzle.

*Keep In Touch!

Sounds simple, but in rush to make next sale, place next ad, or find next J/V partner, people forget to keep in touch with their own list. Make them feel you've not forgotten them.

Every so often, send a free report, a special notice, a 'customer only' bonus. Don't make it seem like only time you contact them is when you want to sell them something.

*Personalize As Much As Possible

There is a wealth of online software available to make this process easier. At a bare minimum, always personalize emails with recipient's first name!

Also try to collect personal information to give you an added excuse to check in with your customers. Gather birthdays, last product purchased, etc.

*Give Yourself A Time Limit For Responses If someone contacts you with a question or concern, get back to them within 48 hours (if not sooner).