Readers will go to this information if they have made it all the way through the release, because you have done enough to intrigue them. So take it just as seriously as the rest of the piece.
The footer is a distinct, and in some mechanical way, separated paragraph summary of your company. This is where you must, for one last time, not surrender to temptation and rattle off something about Brand X being a leading global provider of groundbreaking, state of the art software thingdoodles. You are restating your credibility, and are far better off stating Brand X is a profitable, 12-year-old subsidiary of Agent 9, one of the world’s largest suppliers of Y. Or something, anything, that honestly tells readers that you are real and not a bunch of knuckleheads who could disappear off the radar as quickly as you came on.
This is also the place where you provide contact information. Ideally, it is for someone who can be reached directly and will be able to speak knowledgeably when asked questions. You may want to include a specific phone number or e-mail contact, or you may not. You may want to filter inquiries through a main email drop and phone number, and in some cases, even use a third-party like a publicist. This keeps the nuisance factor down, but also means you will get less direct press action because writers in this sector are waaaay too busy feeding the beast to waste time negotiating interviews with a hired go-between.
The bottom line about contact information is to ensure you don’t make it hard work. The day you do the release, if you expect action, don’t have your key person out of town or booked in meetings.
If you really do want journalists to write or call, encourage it with some sort of invitation to call for more details.
If you have a real Website, include it. If you have a Web page with an animated Under Construction graphic, don’t. If you know there will be technical questions, attach an FAQ, or figure out some why to make that FAQ easily available.
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