Submit Press Releases to the Media 
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 7 to uniting the diving industry is to submit press releases to the media.  Press releases are a very important part of uniting the diving industry.  There is an inexhaustible need to read information about people, products and places in the diving industry.  We all want to know what is happening with diving equipment, diving education and diving travel.  That goes equally as well for industry professionals who work in the trade and for divers who scuba dive for the fun of it.  As Adventure Seekers and Adventure Travelers we are all natural born story tellers to begin with, whether we realize it or not.   I’ve seen dull parties comes to life when someone starts a conversation about diving in some exotic corner of the world.  Throw in the words SHARK or LARGE MARINE ANIMALS and you immediately have people’s attention.  Why not develop that ability in writing and tell your story to the masses?  We can help you with that.

The Business of Diving is all about selling what we do, to people who want to do it too.  To call it a business, you have to sell something to someone.  For a sale to take place, your customer has to become aware of your product, the fact that you sell it and where they can buy it.  That’s called marketing.  To have a successful business you need to sell a sufficient number of products to a sufficient number of people, and to do that you need to have a marketing vehicle that delivers your message, about your product, to the potential  customers that are in the market to purchase it.

Advertising is all about telling your customers that you have something for sale that they need, want and can afford.  Selling is setting up a mechanism where you can close the sale and allow a transfer of product for compensation take place.  A Press Release can therefore be the message that gains the interest that paves the way for a sale.

How can press releases unite the industry?  Here is just one example.  If every one of our Members created 24 press releases per year for publication, more people would subscribe to and read our Weekly News.  Growing the number of subscribers puts more people on the same wave length.  That is what unifies the industry, more people on the same wave length.  The major obstacle is to identify and unify the many different wavelengths in our industry.

Our goal is not just to have everyone just read our Weekly News.  Our goal is to let the general public know about all the major media sources in our community.  That will benefit all of the major media sources and their readers.  We’ll do our part to increase the circle of our influence, to benefit the industry.  We’ll even help our members get their press releases into other sources of media in our community.