3 Press Release Tips

Editor | March 2nd, 2009 - 05:14 AM
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Press releases are an essential marketing tool. Media coverage is a great way to promote your brand for free. However, most small business owners are not experienced at communicating with the press. It’s not difficult to do, but it can be intimidating and confusing.

A press release is different from a press kit (see John Jantsch’s great tips on creating press kits and other marketing materials). You can think of a press kit as being about your business in general. They are a good way to make the media aware of your business and how you can be a resource for them as they write stories. While a press release is about a specific piece of news about your business and why they should cover it in their publication.

Here are 3 important press release tips:

1. Have a “newsworthy” story to tell:
It isn’t enough to simply tell a reporter “My business is interesting and you should write about it.” Reporters are looking for news. Even when they write a profile about a company, there is usually a “news angle” that makes now a particularly relevant time to feature a particular business.

What makes you interested in a story you see in the media? Think of those points and then apply them to your business. If it sounds like an advertisement rather than a story, then your press release will not be effective. What current events are particularly relevant to your business? Relate your business news to important local or global events to show how timely it would be to write about your business.

2. Be succinct:
Even if you have a wonderful story, it may be ignored if you can’t tell it briefly. If your press release cannot fit on one page, chances are it won’t be read.Your headline and first paragraph should contain all the information necessary to know what the basic story is. Stick to the “Who, What, When, Where, Why” model.

3. Tell your story to the right people:
Every media outlet is different. Many specialize in a particular locality or topic. Therefore, sending a press release about your Atlanta-based organic pet food company to a magazine that only covers Seattle restaurants is a waste of your time and theirs. (That sounds obvious, but when I was editor of a very small local business journal, I received at least 40 arts-and-entertainment-related press releases and twice as many outside-our-area pitches)

Do a little research and find trade journals in your industry as well as local business journals, news stations, magazine and online publications. If you are pitching to a national publication, be sure that what you are sending is the type of story they cover. Also be sure to find out who at the media organization the release should be sent to.

Overall, just like you put yourself in your customers’ shoes when coming up with new service offerings and educational materials, you should put yourself in a reporter’s shoes when writing a press release. What would be the most helpful to you if you were a member of the media? Those are the things you should try to do yourself.

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The Small Business Marketing Guide, brought to you by HP, will feature more advice and resources to help you create effective marketing materials. Get $50 off a press release package from PR Web by visiting the HP Creative Studio.

PHOTO CREDIT: Matt Callow