You might have decided to hold a grand opening for your new retail store, or you may want to announce a fresh product, or let everyone know about a novel slant on your professional service.

Whatever the change or news may be, a press release needs to be constructed and sent off to the media.

Easy enough, if you are a writer, or have access to one. Either way, the press release and its distribution should only be the beginning of a media relationship. The perfect press release should involve the formation of a relationship that holds several different types of commentary.

The savvy business owner should consider that no matter who their target demographic is, we live in a world where 'content is king' and the following types of communication tools need to be created.

1. Backgrounders: The fact sheets about your business, its services and products, inflate the information that was relayed through the press release, and give the media more facts to use to flesh out any future stories and articles about you and your business. This history of your business, statistics, and important details about the company team can and should be included in a backgrounder.

2. Article Marketing: Article marketing is the best way to get the name of your company, and the individuals associated with it well known. These articles can help you become an expert in your field. They can also relay comparative information about your service or article or detail facts about key players in your industry. Article marketing is used throughout the internet, but letters to the editor and other types of articles can also be placed in your local newspaper.

3. Develop a media or press room for your website where all of this material can be located. It will enable any reporter or online journalist to find added information if they decided to write an article about any aspect of your company.

This is a short list of the types of written materials that can permit you and your company to become a well-known presence in your community, industry, and to future prospects. Building this type of presence also helps the media keep an eye on the progress of your company and find the information they will need to lend credibility to your company.