When we are compiling a press release for distribution, there are some simple rules that we can follow to give us an advantage in getting our release published. A well written press release is a great, free way to garner exposure for your business. They are much easier to get published than a full story. Typically, they should be 100 words of less and cover the 5Ws and H of writing (who, what, when, where, why and how). Every press release that you write should contain 3 critical components:
Newsworthy
The press release must have a news angle and not just a self promoting statement of how wonderful you and your business are. The news angel could include: starting a new business, hiring a new employee, moving to a new location, achieving a new designation, sponsoring of an upcoming event. These are just a few of the items that would be considered news worthy.
If you business is over a year old, most publications will nt publish this. You have missed your opportunity. New products or services are viewed as items that you should be paying for ad space for. Events for profit will probably not be published.
Audience
Make sure that you are sending your press release to the correct target audience. Don't send a press release announcing your new designation to a male publication if you are a female. Chances are that they won't publish it due to the fact that it does not fit their target audience.
Guidelines
Make sure you know the publications guidelines before you submit. If you don't submit per their guidelines, your press release will be tossed aside and not published. Guidelines would include word count, deadlines and which editor to send the press release to.
Who: your name and business name
What: A sentence or two about what your business does
When: When you opened, will open or when your event it
Where: Location (leave out state and zip code)
Why: Why you opened, who you will serve, why having the event
How: How to reach you (phone, email, website).
New Designation Example:
Christine Stalsonburg, Realtor at Coldwell Banker Schmidt Realtors in Traverse City, has earned Accredited Buyer Agent (ABR) designation by the National Association of Realtors. Certification is designed for real estate buyer agents who focus on working directly with buyer-clients. Christine joined Coldwell Banker Schmidt Realtors in 2009 and can be reached at 231-944-0854, email cstalsonburg@charter.net, www.stalsonburg.com
Christine Stalsonburg, Realtor
Re/Max Bayshore Properties
231-409-4140
Christine - great post and information! Thanks for sharing very valuable advice.
When done correctly, press releases are a great way to keep your name out there in the community. I also use it if I am sponsoring an event in the community. Have fun with it, it can be a great tool.
I have been thinking about doing a press release for my home buyers seminar that I am going to be doing in June. These tips you have listed will be sure to help. Thank youl.
You are welcome. I am just getting ready to do mine for my home buyer seminars in May. Would love to compare programs with you.
Christine, Very well written and so informative. I have never been involved in writing press releases but have made use of some that contained info about companies that I wanted to know about. Thank you for the information.