Do you want your name out there so future customers know who you are and what you
have to offer? An easy and inexpensive method is with a press release. You can submit
a press release to your local newspaper, radio, magazine or television station,
and your brand will be seen in your local community. In this article, we'll focus
on newspapers. You can use similar steps for the other media.
Newspapers are looking for cheap content especially now that they are cutting back
on staff. First, study the newspaper and try to find a place where your story is
most appropriate. Try to answer the question of what will pop off of the page. Then
send your press release to the editor of that section.
What should you write about?
You can write on a variety of topics such as:
Something special about you. Did you grow up in the area? Did you relocate and find
the place special? Are you a minority owned business? Did you just receive an award?
Release a book?
Upcoming classes, demonstrations, speeches, shows, seminars. If you're out doing
something, let people know where they can come and see you.
Something special about your business. Are you doing something historically significant?
Do you own a family run business that has been in the same family for generations?
Is this a cutting edge business like no one has seen yet?
Something timely. Have you just opened your business? Have you just released a website?
Did your business just change owners and it's a grand re-opening? Did you recently
remodel?
Something specific to the customer? Do you cater to gardeners? Homemakers? Sports
fans? Do you produce something unusual like cast iron plows for historical re-enactment?
If you've never written a press release, you can hire someone to quickly write it
up for you on elance.com, odesk.com, and guru.com. Make certain you read it over
to verify that it communicates what you want it to say.
If you want to write one up yourself, there is a template at the end of the article
that you can use.
Getting your press release published
First remember the number one mantra of selling. "What's In It For Me?"
Newspapers love a good story. And while you may be providing free content, it needs
to be useful content.
If you're participating at a fundraiser, the story could be on the charity, and
your name and business would get mentioned. You could provide practical tips. If
you were a plumber, they could publish an article on best practices on keeping your
pipes in good working order, and recommended by you, a professional.
Secondly, ensure your press release is brief and to the point. Editors are busy
people, and make up their mind about your press release very quickly because they
get hundreds a day.
With your press release, include a letter to the editor about why they should publish
your press release. Point out the usefulness and how their readers will appreciate
the information. If you can provide additional information such as sidebars or photographs,
be sure to mention it!
The fastest ways to get a press release published is to cold call the publication
and give your best pitch. They may turn you down, or they may say that they're interested
but in something slightly different. Hooray! Make the adjustments, and send it in.
It is difficult to sell yourself; however, it's important to remember that no one
else will. Highlight the uniqueness of you or your product and provide useful information.
People will be curious and want to find out more information. Remember, people do
want to know more about your products and services. Press releases are a great way
of achieving that for low or no cost.
Steps for Writing a Press Release
Release Date
Contact Information
Catchy Headline
Introduction similar to the dateline of a news article. Keep it simple and newsworthy.
Provide the basic information what you're wanting to publish.
Main body just expands upon the introduction, contains the tips, the quotes, etc.
Boilerplate. This is a line or two about your company and its mission.
The word END
Congratulations, you've just written your first press release!
