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Press Release Tips for Small Businesses

Guest post by: Jennifer Wezensky

Article Overview: A press release is one of the easiest and most cost-effective ways for entrepreneurs and small businesses to get the message out when there is something to announce regarding the business. Today’s newsroom is a busy place. Editors constantly are looking for good stories, but they don’t have much time to find them. By learning more about what editors need, your business has a much better chance of being featured. Studies have shown that half the content of most newspapers originates from press releases, also known as news releases. Everything from calendar items, news briefs to feature stories may have originally started as a tip from a news release.

Press Release Tips for Small Businesses

What is the difference between the news release that is deleted as soon as it hits the editor's inbox and one that is forwarded to a reporter to make it ready for publication?

What is the difference between the news release that is deleted as soon as it hits the editor's inbox and one that is forwarded to a reporter to make it ready for publication?

The following information is intended to help you prepare press releases that drawn an editors interest and attention.

Press releases are not advertisements

Some editors understand that much of the general public does not make distinctions between news and advertisements. On the other hand, many will be frustrated if you don't understand it.

An advertisement is paid for. It runs in its own space, typically below the publication's news and feature stories. Sometimes publications include a border either with a line or white space to differentiate between ads and news.

Sales announcements and routine business information should be in paid advertisements.

Other types of information can be distributed in news releases. There is no charge for publishing this information.

If your press release has a lot of fluff, hype language and exclamation points, it will likely be dismissed by an editor as information that should be in a paid advertisement.

Consider the audience

The editor of a community newspaper is looking for stories that resonate with local readers. If you can take a national trend and connect it to your local company without exaggeration or distortion, you have a good story to tell. If you are providing a service that no one else in the area offers but lots of people would use if they knew about it, you have a good story to tell.

In this case, "think local" means think of the types of information that interests your friends and neighbors. If your announcement would interest them, then it may interest a local editor. Your press release should make it clear how this is of interest to local readers.

Did the editor get my release?

Editors are very busy, and most prefer e-mail press releases. Remember, your release may be one of 50 or more an editor receives on any given day. It is a good idea to call an editor to confirm receipt of your press release and to raise his or her awareness of your release, but keep your conversation brief and to the point. More than one phone call will not be regarded as persistence -- it will be regarded as a nuisance. The aggravated editor may ignore your release for that reason alone.

It pays to spend some time learning who is responsible for different sections of your newspaper if your paper is big enough to have departments. Directing your information to the correct person in the first place goes a long way toward seeing it in print.

Timing is important, too. If you send your news release too early, it may be forgotten or ignored. Send it too late and there will not be time for the editor or a reporter to handle it in time for publication. Typically, no more than four weeks in advance and no fewer than 10 days is appropriate. This may vary widely, however, from paper to paper and even in different sections of the same paper. Find out what the deadline expectations are well in advance of when you hope to see your news published.

Unless you have very important breaking news, never call about something happening the same day. Very important breaking news is something that no one expected or could have anticipated and therefore your company could not have issued a release in advance.

When to issue a press release

When you have information you want to share with the public about your business, first you should determine if the information is actually news; consider whether it is interesting to anyone besides yourself and your immediate family. What makes it interesting? Why are you excited about it? Why would someone else care about it? Make sure you know the answers to these questions before you sit down to write your press release.

Your news release should make it clear what is unusual, unique or intriguing about whatever it is you are announcing.

Press releases that are tied to something timely, such as an upcoming event, are most likely to get the attention of a local editor.

Companies introducing new products, services or projects also have a good chance of standing out among the news submitted.

Others types of information editors are seeking include the announcement of:

• Personnel matters: Hirings, promotions, awards, retirements of employees who have been with the company for many years.

• Anniversaries, such as a company's 75^th year in business, or other milestones or record-setting performances.

• Survey results or statistical data a company has collected that has relevance to the newspaper's readership. Such information might be something readers either can use, a helpful tip or something that makes the reader feel more informed.

• Worthwhile activities: Special projects a company or its employees have tackled to better their community and help those around them.

• New partnerships, mergers or similar business activities.

• New construction or jobs added.

Grab an editor's attention

Remember: You only have a few seconds to grab an editor's attention.

It starts with the headline. Lawyers Lincoln and Adams win $15 Million Judgment is more attention-grabbing than Law Firm Wins Big Settlement. (Use bold type to set the headline off from the rest of the press release.)

The most important information and what makes your story unique comes next. This should be in the next two paragraphs.

Use illustrations. Whenever possible, use real-life examples of how your company has done or intends to do what is being announced to help bring a story to life.

For example, in a press release on an upcoming Christmas shopping trip for fourth graders sponsored by your company, an illustration could be:

"The little girl laughed when she saw the row of dolls in front of her. She knew just which one her little sister would like best. She was one of 45 youngsters from Prairielake Middle School who participated in last year's Big Gift Giveaway sponsored by My Company. The program was such a success an additional 15 students will be going shopping with My Company employees this year."

Explain using facts, not hype, how your product, service or employee is better, more valuable or more useful than those that came before it by showing how it will benefit readers.

If you can have a neutral third-party describe your product or service, it will add to the credibility of your press release.

Statistics or similar facts will help state your case, especially if they come from someone outside your company.

Style matters

As newspapers continue to cut staff, more and more news releases are being published as submitted. The most common practice, however, is for a release to be used as the basis for a story. An editor will give the release to a reporter who will call the spokesperson indicated on the release for further information.

The following tips will help your press release rise to the top:

• If you submit a professional-looking news release, your chances that your news will be published are greatly increased.

• Use concise language. Pick your words carefully. Keep sentences and paragraphs short. Typically there is one thought per sentence.

• Most press releases are 300 to 800 words.

• Make sure all names are spelled correctly.

• Double-check all telephone numbers and Web links.

• Pay close attention to grammar and spelling.

• Make sure your release answers the basic questions of who, what, when, where why and how.

• Ensure contact information is clear and that the person listed as a contact can answer questions from a reporter calling to follow up on your press release.

• Avoid jargon and technical terms. Information only insiders understand does not demonstrate to the editor this information is useful for the general public.

• Use "I," "you" and "we" only in direct quotations, otherwise your release will appear as if it were an advertisement.

• Quotations support the story you are telling and move it along. Quotes have a style of their own. For example: "Creative Kitchens are a great way to enjoy the outdoors and spend more time with family and friends," said Corona Scapes President Katy DeJohn. "We are very happy to have been selected to be the area's sole distributor of the kitchen that makes dining outdoors that much more entertaining."

The name of the person speaking, called attribution, comes right after the opening quotation. The title of the spokesperson can come either before or after the name. It is capitalized when it is an official title and appears before the name. It is lowercase when it comes after the name or is an unofficial title. President and Chief Financial Officer are examples of official titles. A job title such as bank teller would not be capitalized even before the name.

• Opinions are allowed in quotations. ("My business is the best in the state."), but the rest of the body of the news release should stick to the facts.

News releases are written using Associated Press, or AP style, which involves some unique writing rules. The more closely you follow AP style, the easier it will be for a local media source to adapt your news release to a story.

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Article Tags: entrepreneurs, news release, news releases, press release, press releases, public relations, publicity, small business



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