Writing A Press Release: Small Business Media Exposure

Writing a Press Release—Tips for Success:

Newspaper, radio, and television reporters don't spend their days wandering aimlessly in search of people and events to write about. A press release is often what draws their attention to something that would make a good story.

Businesses who take a proactive approach in contacting media outlets, especially through press releases, are significantly more likely to be featured in local and national press. Small business owners can gain a competitive edge by being featured in general or niche media outlets with little or no money spent on a press release marketing campaign.

If you've never written a press release before, try using these pieces of advice from other small business owners who use press releases to get free press and media coverage for their companies:i

1. Grab a sample template online. Use Google or another search engine to get a document that you can imitate, already formatted the way journalists and editors prefer their press releases.
2. Read others' press releases. Consult with your local small business center or do some quick internet research to see what a press release reads like.
3. If writing really isn't your strong suit, find an able employee or bid out the project on a freelance service like Elance.com.
4. Spell check and proofread. Don't miss these crucial steps, and don't forget that there are a lot of typos and errors that a spell checker won't catch, but will make you look pretty silly if you don't fix them.
5. Write in third person. Never make a press release sound like an advertisement. Make it sound just like a newspaper article.
6. Include your contact info. This is perhaps the most important part. Include as many details as possible about where journalists and media can get more information.
7. Add a picture or two. Print and web publications especially love it when businesses provide a photo that they can republish or print, because it saves them time and money.
8. Link to your website or more information. Don't forget to make sure to let them know that more information is easily available by clicking links in your press release.
9. Make the first 50 words dynamite. The opening is crucial to members of the media, who scan hundreds of releases each day. Hook them fast!
10. Don't send too many. Wait until you have something pressworthy. If you send press releases out all the time, or when you don't have anything interesting going on, the media will start ignoring you. That, of course, is the opposite of what you want!
11. Make your own media list or hire a PR distributor. You've got to get your press release out to the appropriate media channels. Making your own list is time consuming, but free. Alternatively, you can hire a PR distributor to get your release into the hands of the media.

Important Components of a Press Release:

Just like any news story, the basic "Ws" are the components of a press release.  The trick is to include every important detail, exclude the fluff, and make sure that all of the contact information and links to additional information are clearly available.

1. Who - Make sure the recipient knows who the press release concerns and who the information is relevant to (obviously, it should be the recipient to whom the content is intended).
2. What - What's buzzworthy? An event? Breaking news? Something new and exciting? Make sure that the substance or reason for sending the release is clear.
3. When - Include as much detail as you can about when something happened, is happening, or will happen in the future.
4. Where - Is this local or national news? Include a city, state, or country. If there are multiple organizations involved, list them. You may even want to have several versions of a press release suited to the target recipient's locale, to make it relevant.
5. Why - Why is this information important to publish? Make sure that you have a very clear idea why you're sending a press release at a certain time and to a certain audience.

Be Prepared for the Media:

Sending out a press release, obviously, brings journalists, TV stations, bloggers, and other individuals to your business, or at least invites them to contact you. It's important to have a list of questions you'd like them to ask you, as well as ready responses that are rehearsed, so you're prepared for live interviews or feature spots. It doesn't hurt to have a press kit prepared and ready, too!

 

---

What's Next

Next In This Guide
Part 28:
Offering Marketing Internships - Rather than hiring expensive marketing firms or skipping marketing altogether, marketing internships offer a win-win for small businesses on a budget and students looking for experience.

Previous In This guide
Part 26:
Brochure Marketing - Get other businesses and organizations to advertise for you by offering an exclusive brochure that caters to your target market and their customer base. This brochure marketing tactic works.

Table of Contents
Street Smart Guide to Small Business Marketing

 

More Free Small Business Guides