You don’t have to be a public relations specialist to start writing press releases for your small business — but a little inside knowledge can go a long way! So, what is a press release? What’s involved with writing press releases and how are they different from killer copywriting? And, what are a few press release tips for maximizing your media exposure? Great questions! Let’s get to it!
What Is A Press Release
One of the most basic elements of public relations, a press release is typically a one or two page notice to the media about something newsworthy. What is considered newsworthy when writing press releases? That depends on the editor and publication, but press releases are often used to announce new employees, new products or services, new clients or the addition of large customers, new business partnerships, or the notice of special events.
A few examples of what is a press release:
- Announcing New Products And Services — Inform your industry about product changes and the development of new products and services in writing press releases.
- Announcing New Clients — When you close a big deal or finish a large client project – create a stir and announce your achievements in writing press releases.
- Notices Of Events — Are you attending a trade show, speaking at an important trade event, or helping your community? Use information about events for writing press releases and get it in the news!
- Introducing New Employees — Keep your business in the media’s eye by introducing new employees, their experience and qualifications in writing press releases.
Press Release Tips For Writing Press Releases
Editors are focused on providing their audience with relevant news and content, not regurgitating selling points for marketing your small business. When writing press releases for your small business, be sure to tone down the heavy sales copy. Be factual! The goal of writing press releases is to inform your community, industry and the media of something newsworthy — not pitch your business by writing a sales letter. You want to sound unbiased and straightforward in your writing, or the editor may toss your press release!
Press Release Tips For Publishing
After writing press releases, compose a list of media contacts for distribution. Find the names and addresses of business editors (or relevant topic editor, such as the travel editor if you own a travel agency or food and dining if you own a restaurant) for each of your local and regional newspapers. Include the editors of relevant trade magazines, industry publications and related business journals. Be sure to include online publications and websites, and don’t forget the large press services companies, such as PR Newswire.
Press Release Tips For Distribution
For traditional media, such as trade magazines and newspapers, after writing press releases, simply print your press release on plain white paper. Include at the top of the first page, the editor and publication name you are sending the press release to, your name and contact information and if there are any attachments, such as enclosed photos.
It is also a good idea to include a digital copy of the press release and high-resolution (300 dpi or higher) copies of your photos on a CD. It makes the editor’s job easier. That’s it! Simply mail two printed copies of the release, along with a CD to each of the editors on your contact list.
For digital distribution, e-mail the above information to the publication’s editor or follow the guidelines on their website.
We’d like to hear from you! If you loved or loathed this article on the basics of how to write a press release, leave a comment below. Help us start up a discussion. We’d be more than happy to answer your questions and engage in civil debate. Thanks for reading!
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