Press Release How To Guide
by Isa Cann
Promoting your business can be expensive. Have you paid for print or online advertising lately? So little market attention for such a short time at such a great expense.
In this section of the mediaarchitects.org website, I’m presenting a meaningful way to get visibility for your business for free through news press releases in local newspapers. Whether the news media publishes it just as you submit it, or if a journalist decides to create a story based on it, your news can amount to important positive attention - if you follow the guidelines.
Logistics
To locate the local papers in your region use your favorite search engine. The Internet has made the search easy: search for "MA [ME, NH, etc.] newspapers" and several good options will appear. Cull the local papers from the most complete list you encounter. Then submit the news to the right person. This is normally the Business News Editor. Discover their specific name, email address and phone number. Note that the Online lists normally include links to each paper, which in turn provide main phone numbers to a switchboard operator. S/he can assist you with additional contact information when necessary. Count the time worth spent. This "press list" will be used again and again.
You need to learn how to write an engaging and proper press release; short and eloquent, adhering to the format that is taken seriously by the newspapers. [Refer to the linked directions below].
Note regarding writing style as it concerns a press release: Do not use subjective, complimentary adjectives when referring to your business. Stick to objective descriptions and illustrate your excellence using actual examples: "ACME, a 50-year old shoe manufacturer located on the Merrimack River in Amesbury, MA, welcomes its new Project Manager, Andrew K. Smith. A dedicated ACME customer, upon hiring Mr. Smith owned 10 pairs of the company's shoes."
Once your press release document is complete, attach it in an email to the correct newspaper contact. Copy and paste the same text in the body of the email as well. If you email it to more than 1 paper at a time, use the "b.c.c." (blind copy) address area. In other words, do not share your press list by using the normal "to" or "c.c." address areas. Provide a quick-to-read synopsis of the press release heading in the subject line. Note that it is unlikely that you will hear back from the newspapers. Your success is measured by your press release's publication. Over time, make it a point to develop friendly, accessible relationships with all your local business reporters/the contacts. If you appeal to their regular need for newsworthy stories, you will be rewarded with free publicity for your business.
I don't mean to be discouraging, but note that there is never a 100% guarantee that your news will get published, however, following these parameters guarantees at least serious consideration. Also note that, historically, during the summer months, news media is often hurting for content and will be more eager to publish your news during this time period.
The Guide below is divided into 3 sections, with information provided by resources that follow common wisdom on the subject of press releases among communications professionals. The Examples Section includes information drawn from our own library of PR knowledge.
The Sections
1. Content: writing essentials required of a good [publishable] press release
2. Format: information about the very specific format of a good [publishable] press release
3. News Suggestions: very specific "news" ideas that you can highlight or "make happen" for the sake of positive publicity. They are mostly specific to small businesses serving in the sustainable development arena
| Content How to Write a Press Release or Press Release Writing Tips by Free Press Release Center
Write a Press Release
|
Format & Formatted Examples
Media College presents a very straightforward format outline with an equally direct sample press release mediacollege.com
The University of Georgia presents an excellent example of a press release, properly formatted but also including the statistics that lighten the load of newspaper journalists...
Freelance Writer's Guide to the Press Release: Layout and Glossary of Terms for Writing a Press Release |
You can "make" news by doing good works for the environment and the community ( I won't offend your intelligence by explaining why you would spend time on these efforts...)
Naturally there is also "news" that occurs in the process of developing your business, such as hiring an important mover and shaker
And occasionally, there are very special employees whose efforts outside the workplace warrant attention. |
