A press release is a company’s formal opportunity to tell the world about all of the great things it has been doing. It is a powerful and excellent tool for a small business to communicate to its industry and customers, while at the same time possibly expanding customers, prospects, shareholders and the local community to new customers. But before you turn on the computer, make sure that you really have something to say. Reporters and editors are looking for stories that are "newsworthy." Factors that determine news value include timeliness, uniqueness and overall impact. Listed below are just a few of the reasons for a small business to submit a press release:
– Opening a new store
– Relocating offices
– Having a special event
– Launching a new product
– Securing a large customer
– Hiring a new executive
To maximize the chances of getting your release published, consider putting together an action plan that takes into account your audience and the key messages you want to convey.
Investigate your target audience
Before submitting a press release, research the publications that you are interested in getting into. For example, if you see that a local business paper has a column called "executives on the move," then you know that the writer who covers those types of specifics would love to hear about your company's new vice president.
Have realistic expectations
Do a search on your competitors and see where they are receiving coverage. If they are not on the cover of Time Magazine, then it is probably a long shot for your company too. By checking out the media coverage from your competitors, you can also see who is writing about your industry.
Answer the main questions
A strong leading paragraph anticipates what the media needs to know and answers all of the main questions, who, what, when, where, why and how. These are the basic facts about your announcement that journalists need to know in order to write a good story. Avoid puffery and exaggeration, not only in your title, but throughout the entire press release. Keep in mind that releases are factual tools to help a writer accurately convey your information to the public.
Use quotes
Quotes from your CEO and other executives add flavor to your release and provide an opportunity to emphasize your key points and opinions. Supporting quotes from analysts and customers add further credibility to your announcement and let the media know there are others available to interview for a story.
After you have written the release, have a few people in your company look it over, to make sure the points are clearly communicated and easy to read. Triple check for the correct spelling of names and places, and look for mistakes that your computer's "spell check" might not pick up. It is also important to have someone in your organization prepared to respond to media inquiries once your release has gone out.
Communicating to the public and the media can be intimidating, but with the right research and planning, it can be an invaluable tool to generate heightened awareness, recognition and profitable results.
Sarah Znerold is the Principal of SZPR, a boutique public relations firm located in Carlsbad. www.szpr.com.
– Opening a new store
– Relocating offices
– Having a special event
– Launching a new product
– Securing a large customer
– Hiring a new executive
To maximize the chances of getting your release published, consider putting together an action plan that takes into account your audience and the key messages you want to convey.
Investigate your target audience
Before submitting a press release, research the publications that you are interested in getting into. For example, if you see that a local business paper has a column called "executives on the move," then you know that the writer who covers those types of specifics would love to hear about your company's new vice president.
Have realistic expectations
Do a search on your competitors and see where they are receiving coverage. If they are not on the cover of Time Magazine, then it is probably a long shot for your company too. By checking out the media coverage from your competitors, you can also see who is writing about your industry.
Answer the main questions
A strong leading paragraph anticipates what the media needs to know and answers all of the main questions, who, what, when, where, why and how. These are the basic facts about your announcement that journalists need to know in order to write a good story. Avoid puffery and exaggeration, not only in your title, but throughout the entire press release. Keep in mind that releases are factual tools to help a writer accurately convey your information to the public.
Use quotes
Quotes from your CEO and other executives add flavor to your release and provide an opportunity to emphasize your key points and opinions. Supporting quotes from analysts and customers add further credibility to your announcement and let the media know there are others available to interview for a story.
After you have written the release, have a few people in your company look it over, to make sure the points are clearly communicated and easy to read. Triple check for the correct spelling of names and places, and look for mistakes that your computer's "spell check" might not pick up. It is also important to have someone in your organization prepared to respond to media inquiries once your release has gone out.
Communicating to the public and the media can be intimidating, but with the right research and planning, it can be an invaluable tool to generate heightened awareness, recognition and profitable results.
Sarah Znerold is the Principal of SZPR, a boutique public relations firm located in Carlsbad. www.szpr.com.