Business people often spend time and money trying to find new ways to stand out from the crowd or craving recognition and exposure for their organisation and its achievements.

Communicating with your customers and stakeholders has become more demanding, complex and pressure-driven. The media however offers a cheap and effective communication tool, if it can be accessed.

Writing effective media releases for target audiences has become an important skill for leaders, managers, policy makers, marketing professionals and volunteers in order to access media attention.

Here are The Top Ten Reasons you Should Consider Writing and Distributing a Media Release.

1. FOCUS.

The process of researching and writing something interesting and new about your business provides a focus and helps define, clarify and communicate what your strengths are. This mere act can deliver a much needed break from the daily grind and ensure a moment to reflect and plan. It provides a reason 'to work on the business', instead of 'in the business'.

Often we are so caught up in the day-to-day tasks of our jobs we don't allow any time to look at the 'big picture'. Taking a step back and viewing your organisation from a different angle offers a chance to identify strengths you might otherwise miss.

2. IMPROVES MORALE.

Nothing helps create better morale than celebrating achievements, milestones and successes. Writing and distributing a media release helps do this in the most public way. You can tell the world and also acknowledge publicly those that have helped along the way. This also demonstrates your pride for your organisation and staff and their achievement.

3. KEEPS EVERYONE INFORMED.

There's nothing worse than not knowing what's going on. When there is an information vacuum rumours tend to spread. A media release helps provide the facts on an issue and keep everyone informed from your employees to your best customers. This works both internally and externally to quash rumours and involve your stakeholders.

4. SAVES TIME AND MONEY.

Writing your own media release can save time and money by building your own internal capabilities, contacts and processes. If you want to learn more about how to do this visit http://www.8mmedia.com/Writing%20Pitching%20Releases%20Seminar.htm

5. IT IS FREE.

Getting your media release used by the media provides thousands of dollars worth of free publicity. The media is a great way to access thousands of people from different target markets freely and in some cases instantly.

6. INCREASES YOUR CREDIBILITY.

The great strength of editorial coverage in the media is the credibility it brings. Everyone knows advertising messages are paid for and lack credibility. Being reported in the media provides third party and independent endorsement that no advertising campaign can deliver.

7. BUILDS YOUR BRAND.

This added credibility is the most powerful, fastest and cheapest way to build a strong brand. Being mentioned in an article or on a talk-back program makes your company stand out from the advertising campaigns featured in the same media.

8. REACHES CUSTOMERS YOU CAN'T.

The media provides access to the world's largest database. It can reach customers that no other marketing tools or tactics can. Often media is syndicated so your interview might be used in a larger area then you expected.

9. PROVIDES LEVERAGE OPPORTUNITIES.

Once you have gained media coverage, article reprints and copies of radio and TV interviews can be used to further build your brand or credibility. These can be sent to prospects and clients or posted on your website.

10. PROVIDES CONTROL.

While editorial coverage provides credibility, you also lose control. In an ad you can control every word and image because you are paying for that privilege. When working through journalists you lose this control and the risk of being misquoted, taken out of context and inaccuracies increases. A media release reduces this risk. Have all your messages clearly included in your release with prepared quotes. Journalists will be grateful for the prepared work and your sure to have given them all the information you want covered.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com