Using press releases to attract local or national attention from journalists is great free publicity for your business and any events you are having or changes at the company you're experiencing. Reporters are always scanning releases for potential news stories and they see a lot of press releases so be sure you use the the right way. Do not use them as advertising. Use them to construct a potential interesting story for the media or they are likely to ignore your press releases altogether.
Writing a press release is not hard but there is a format to use. Make it easy for reporters to contact you. All press releases should have your name, location, phone number and email address on them. All press releases should be written in third person and should have an angle. It should be obvious to the reporter reviewing your press release that there is a news story there. Press releases should make the story clear for the reporter. What is unique about your business itself or the change or event at your business?
It is imperative that you have a unique "story" to tell about your business, its history, a new product or how you work with the community. A new application development is a news story, the fact that it is on sale for 25% off is not. Employing a large number of high school students to help your community is a story. A family business that is being revived with technology is a story. Choose your angel wisely and make sure you know what makes you different before submitting to journalists for review.
You can write your releases yourself or outsource it to someone else very affordably. There are inexpensive writing services across the Web. You can find experienced copywriters at Elance.com, Odesk.com or GetaFreelancer.com. Expect to pay from $5-$15 per press release. Ask for samples press releases that your writer has done ahead of time. Again, however, it is fairly easy to write a press release and you can find templates across the Web.
Be careful writing your press release. Steer clear of professional jargon or industry speak. Write it like a news story by being clear, concise and to the point. The reason for your story should be clear to the journalist, but rich with detail.
Submit your press releases online. There are a variety of press release services that will deliver your item. Some are paid sites but there are many free site as well. Do a Google or Yahoo search for press release services and register with each of them. There are restrictions for free submissions and each site has particular requirements so review those before submitting.
When considering marketing and publicity, don't forget press releases! Learn to use them effectively, as enticements and aids for journalists and not as sales pitches and you can build credibility both with your industry and with reporters. Media attention is free publicity so use press releases well and you may find yourself being considered an expert in your field.
Writing a press release is not hard but there is a format to use. Make it easy for reporters to contact you. All press releases should have your name, location, phone number and email address on them. All press releases should be written in third person and should have an angle. It should be obvious to the reporter reviewing your press release that there is a news story there. Press releases should make the story clear for the reporter. What is unique about your business itself or the change or event at your business?
It is imperative that you have a unique "story" to tell about your business, its history, a new product or how you work with the community. A new application development is a news story, the fact that it is on sale for 25% off is not. Employing a large number of high school students to help your community is a story. A family business that is being revived with technology is a story. Choose your angel wisely and make sure you know what makes you different before submitting to journalists for review.
You can write your releases yourself or outsource it to someone else very affordably. There are inexpensive writing services across the Web. You can find experienced copywriters at Elance.com, Odesk.com or GetaFreelancer.com. Expect to pay from $5-$15 per press release. Ask for samples press releases that your writer has done ahead of time. Again, however, it is fairly easy to write a press release and you can find templates across the Web.
Be careful writing your press release. Steer clear of professional jargon or industry speak. Write it like a news story by being clear, concise and to the point. The reason for your story should be clear to the journalist, but rich with detail.
Submit your press releases online. There are a variety of press release services that will deliver your item. Some are paid sites but there are many free site as well. Do a Google or Yahoo search for press release services and register with each of them. There are restrictions for free submissions and each site has particular requirements so review those before submitting.
When considering marketing and publicity, don't forget press releases! Learn to use them effectively, as enticements and aids for journalists and not as sales pitches and you can build credibility both with your industry and with reporters. Media attention is free publicity so use press releases well and you may find yourself being considered an expert in your field.
About the Author:
With 30+ years consulting experience, Steven Schlagel provides training and coaching for startups, entrepreneurs and small business owners. Check his site for more articles to increase your success!
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