| Press releases are one of the most effective | | | | included in this section. This is a great place to add |
| ways of getting free publicity for your small | | | | bullets to your release. Bullets make this section |
| business. Many small business owners fail to | | | | easy to read and scan and help the reader glean |
| capitalize on this method because they just don't | | | | the main points of this section. You could also |
| know how to write or successfully submit press | | | | include some biographical information about a |
| releases. This article will show you exactly how to | | | | source you quoted earlier in your release, and |
| do this so you can add this method to your lead | | | | perhaps extend their message with an addition |
| generation and customer acquisition tools, | | | | quote from them. |
| immediately. | | | | In the fifth paragraph you can include more |
| What is a press release? | | | | specialized details of your story. These details will |
| Let's start by stating what a press release is not. | | | | likely be less important to the general readership |
| A press release is NOT an advertisement or thinly | | | | as a whole, but could appeal to those interested in |
| veiled sales pitch for your small business. Instead | | | | the granular level detail of your story. |
| it is an informative, newsworthy piece, submitted | | | | In the last paragraph you give a general overview |
| to the media with the intention of it being included | | | | of your business. This is a great place to |
| in their publication or programming. | | | | communicate your Unique Selling Proposition (USP). |
| Why should I use a press release? | | | | Once you have written your press release, read it |
| When published, press releases can draw the | | | | aloud to uncover any sticking points in the |
| attention of your target market to events taking | | | | sentence structure. Next, proof read the release |
| place at your company such as a new product | | | | and eliminate any spelling, punctuation, and |
| launch, a sale, or a new venture. A successful | | | | grammatical errors. Finally, have at least one other |
| press release can peak the interest of your ideal | | | | person read your release before submitting it to |
| prospects and have them beating a path to your | | | | the media. |
| door. | | | | How do I format my press release? |
| You can also use press releases to establish | | | | Formatting your press release is simple. Forget |
| yourself as an authority or expert in your field, an | | | | about fancy formatting, you're not attempting to |
| excellent strategy for building credibility in the | | | | win any design awards or dazzle the media rep. |
| eyes of your audience. | | | | with your graphic design skills. |
| What can I write about? | | | | Start with standard, letter size paper. Incorporate |
| The short answer is you can write about anything | | | | at least a one inch margin all the way around the |
| newsworthy that would be of interest to editors, | | | | page. |
| journalists or producers of publications and | | | | Begin with your headline, in title case (NOT ALL |
| programming for your target prospects. Here are | | | | CAPS), in a bolded 12 point font. The bold |
| seven of my favorite, tried and tested, | | | | formatting will draw attention to your headline. |
| newsworthy events to spur your press release | | | | The remainder of your release will be in the same |
| ideas: | | | | font, only without the bold formatting. Use two |
| - Events related to current affairs and news | | | | spaces after each sentence. |
| - An amazing, incredible and/or unusual story | | | | Begin the introductory paragraph with your city in |
| - Results of survey or study | | | | capital letters, state and date followed by a dash |
| - Customer case study | | | | symbol. Then lead straight into your opening |
| - Community events and involvement | | | | paragraph. For example: LAS VEGAS, Nevada, |
| - Lists, related to timely news | | | | July 1, 2010 - The Ivory Tower Hotel and Casino |
| - Timely "how to" information | | | | has announced that... |
| The most important thing regarding the subject | | | | Wherever possible, limit your release to a single |
| of your press release is to be sure that it is | | | | page. If you must, use two pages, but never |
| newsworthy material your media contacts will | | | | more than two pages. If you cannot tell your |
| want to publish. Never, ever submit blatant | | | | story on a single page, finish the last sentence on |
| advertisements or sales pitches for your | | | | the first page and indicate the continuation of the |
| products, services, or business as press releases. | | | | release by ending the first page with the word |
| You may create an unfavorable representation in | | | | "more" between two dashes, centered on the |
| the mind of the media professional that may | | | | page as follows: |
| prove difficult to overcome. | | | | - more - |
| How do I write a press release? | | | | Once you have completed your story, include |
| When writing a press release, this first and | | | | your contact information. Make it as easy as |
| foremost thing you should have in mind is your | | | | possible for the media representatives to contact |
| audience. Remember: your primary audience is | | | | you should they wish to. Include all of your |
| NOT you target prospects. It is the media | | | | contact information including: street address, |
| representatives who publish or produce | | | | phone, fax, email, and website address. |
| programming for your target prospects. | | | | Finally, signal the end of your release with three |
| As in all marketing, you write with your audience | | | | pound or hash symbols, left justified as follows: |
| in mind. In the case of press releases, you are | | | | # # # |
| writing to editors, journalists and radio or TV | | | | In the event that you plan to print and submit |
| producers. Your media contacts must find your | | | | your release via regular mail and it is more than |
| release compelling or your target prospects will | | | | one page, print on one side of the paper only. |
| never see it. Therefore, the better you target | | | | How do I submit a press release? |
| your message to the media, the more likely you | | | | The best answer to this question is in whatever |
| are to have your press release published. | | | | manner your media contact prefers it. This will |
| Once you have determined what you are going | | | | depend on the organization you are submitting |
| to write about, that is, the point of your press | | | | your press release to and the individual receiving |
| release, you need to state it in a compelling way | | | | it. |
| in your headline. Your headline should grab the | | | | Remember, when submitting your press release |
| reader's attention and entice them to read more. | | | | you are submitting it to a person, not a machine. |
| The principals of writing headlines for direct | | | | Therefore, anything you can find out about that |
| marketing work beautifully here. If you need help | | | | person's preferences regarding press release |
| in this area, drop me a line, I'll be happy to send | | | | submissions can only serve you. Why not call the |
| you some free resources to assist you. | | | | person directly and ask them? Tell them that you |
| After the headline, comes your introductory | | | | have a story you think their audience will |
| paragraph. The goal of this section is to draw the | | | | appreciate and communicate the essence of your |
| reader into the rest of your release. After your | | | | headline. This approach can create anticipation on |
| headline, the first 15 words of your introductory | | | | the part of the media representative and virtually |
| paragraph are the most important words of your | | | | guarantee that your submission will get noticed, |
| entire release - choose them wisely. | | | | once you submit it. |
| While I can't guarantee that every press release | | | | If you are not sure of how best to submit your |
| will run based solely on the strength of the | | | | release, a call to the organization or a visit to their |
| content of this paragraph, I can absolutely assure | | | | website will usually clarify this matter for you. |
| you that releases are rejected based on the | | | | Usually, an emailed version of your release is |
| irrelevance or other perceived weakness of this | | | | acceptable, even preferred. Always check to be |
| paragraph. So communicate the most important | | | | certain. |
| elements of your story succinctly. Keep this | | | | What do I do now? |
| paragraph sort and sweet and reiterate the | | | | Now that you know how to write, format and |
| headline of your story. | | | | submit your press release, you are that much |
| In the second paragraph, you can summarize | | | | further ahead than the vast majority of small |
| your point. You must be factually accurate. | | | | business owners who don't know and haven't |
| Discuss facts and specifics. In this section you are | | | | invested the time to find out. My suggestion for |
| building credibility. Do not exaggerate, as you will | | | | you is to schedule 10-15 minutes with yourself |
| appear untrustworthy. | | | | either now or later today and review the seven |
| You might cite a source or an expert to establish | | | | newsworthy events we discussed earlier and |
| credibility for your story. Create a connection in | | | | come up with at least three angles for your press |
| the mind of your reader between your story and | | | | release. |
| the credible source. You could include a quote in | | | | Then get to work! Pick your favorite angle, write |
| this paragraph, ether from the source or from a | | | | the release and submit it to the media |
| representative related to your business or from a | | | | representatives that serve your targeted |
| customer or client. In this section you are building | | | | prospects. |
| a logical, rational support system for your story. | | | | For best results, combine this approach with the |
| Remember, you are building credibility. | | | | other methods you have learned in this series. |
| In the third paragraph, I like to inject some | | | | Why not issue a press release regarding a free |
| personality into the release. This is where you | | | | offer you are making? How about announcing a |
| authenticate any claims made in paragraph two | | | | joint venture or strategic partnership? The |
| and communicate them with enthusiasm and | | | | possibilities for generating leads and adding new |
| passion. In this paragraph, you connect at the | | | | customers to your small business with these |
| emotional level with your readers. | | | | methods are endless. All you have to do is take |
| In the fourth paragraph you elaborate on your | | | | action and implement the ideas I have shared with |
| story by providing more details. The answers to | | | | you in this series. So what are you waiting for? |
| who, what, why, where, when, and how are | | | | Let's get to work! |