Is Your Business Newsworthy?--A Press Release How-to

Magazines blurbs, shout-outs in the sidebar, or a mention on the local news. What small business owner doesn’t love seeing their name in print?

Media coverage is a cost-effective way to attract the interest of customers and partners, but it won’t just fall in your lap. Good PR requires an understanding of media markets, news cycles, and the most used tool in the public relations arsenal: the press release. Familiarize yourself with the press release tips below, and maybe you can start your own news coverage scrapbook.

When should you issue a press release? Small businesses send out press releases for a laundry list of reasons: new product, upcoming events, new developments within the business, etc.. When choosing the content of your article, just make sure you there’s a clear focus and a straightforward narrative. You want the reader to know why your subject is important and thus newsworthy.

What makes something newsworthy? In any how-to on small business press releases, you’re bound to encounter the phrase: “Think like a reporter.” Why has this tip been elevated to PR mantra? Because your press release is basically doing the job of a reporter. You’re drafting it as a journalist or TV reporter would, so make sure to tell a story.

What should it include? While you want your press release to be fun and catchy, you also need to include the basic stuff: the who, what, why, where, and when of whatever you’re writing about. Begin with the general details and then weave in the specifics. Quotes from relevant figures and industry data make nice additions. Try to keep all these juicy details confined to a single page.

What should it sound like? Simple, straightforward, and jargon-free. You want the reader to understand the content immediately, so stay away from insider language. You should also avoid anything that sounds too sales-y. You press release is supposed to be informative, so any phrasing that reads like an advertisement doesn’t belong.

Who should I send it to and when? As with any marketing effort, you want to have a firm understanding of who you’re trying to attract. Baking new vegan doggie treats? Identify the publications that reach your target market and reach out them. Industry magazines, house and home blogs, blogs targeting the socially conscious. If you’re submitting the release to a larger publication, make an effort to see who covers your field or industry.

How do I follow-up? There’s a lot of a disagreement over this question, so I recommend using your best judgement. If you have a pre-existing relationship with a news outlet, a follow-up may be appropriate. Otherwise, assume that the reporters and journalists you’re trying to reach are too swamped to address your individual requests.

For examples of small business press releases, check out this listing on the Small Business Trends website: http://smallbiztrends.com/category/press-release

For more press release tips and tricks, follow these links:
“Stop the Presses!” by Isabella Trebond
“How to Write a Press Release: The Step-by-Step Guide” by Shira Levine