It can be hard to get eyes on your small business. Social media and advertising only go so far. You may have reached a point where you want to branch out.
A press release to a local newspaper or magazine can be just the ticket.
A well written press release can generate buzz, attract different demographics, and make the most of a wider, organic reach. The best part? It’s usually free to do.
That being said, it’s crucial to follow the right strategic approach to ensure your press release stands out from the crowd. In this blog we’ll go through the essential steps of writing a decent business press release that will capture the attention of media outlets for the right reasons.
Distribution
First things first. Where do you want to be seen? Research the papers and magazines that you think for your demographics. Where are your competitors advertising? Seek out places of mutual interest.
Local papers are good, and daily broad. Couple them with magazines that hone in on your industry, that’s where the real fanatics live and will give your business a much more focused angle.
Stick to their format
Research the preferred submission methods and follow their guidelines precisely. Some outlets may require an exclusive or embargoed release, so be sure to respect their requirements.
Strong opening paragraphs matter
First things first. Your content in a press release needs to appeal to the journalist – what will their paper get out of your story? What’s in it for them – and their readers?
What they don’t want to see is several paragraphs about how brilliant you are, what a great time you’re having or how splendid you think your business is.
Just like your website and social media, the content must be about the value provided to your customers. You are telling a story. That story should send the message that amazing things have happened to local people, all because of the cause, values and/or emotion behind your business.
PR can’t be a case of “I am wonderful and that’s why everyone is so happy”. A press release has to be the other way around – without humility it will sound psychopathic.
The opening paragraph must answer the essential questions: who, what, when, where, why, and how.
Keep this opening paragraph succinct and only include the most important details. It can feel tempting to try and ram everything there is to know about your business. Don’t fall for it!
Journalists are busy people, so make sure the first paragraph provides a clear summary of your announcement so they can skim it and decide to read on within 3 seconds.
Write a compelling headline/email subject
The headline serves as the first impression of your press release, so make it captivating and concise. Clearly convey the newsworthy angle of your story in a way that grabs attention. It should be informative, engaging, and encourage the reader to continue reading.
Short and snappy tends to work best.
“Local vet protests outrageous parking fines”
“This violin maker is changing the lives of children in Kent”
“Dartford cake maker goes viral”
Short and snappy communication
The body of the press release should expand on the key information. Include relevant quotes from good customers to add credibility and human interest.
Incorporate a fun fact or an interesting statistic, and supporting details to back up your claims. Make sure the content is well-organised, easy to read, and flows logically. 200-250 words is plenty. “250 words??” I hear you exclaim – yes, that’s correct. Do not write war and peace my friends. It won’t go down well.
Incorporate relevant media
Attached a picture and or short video of whatever it is you’re talking about in the email to colour the story and ensure that if your story does go to print, that you can sneak your face and/or branding into the mix.
Ensure the files are properly labeled and easily accessible.
Include contact information
At the end of the press release, include the contact information of a designated spokesperson or media relations representative. Provide their name, email address, and phone number to facilitate follow-up inquiries or interview requests.
Optimise for SEO
Incorporate relevant keywords throughout your press release to increase its visibility in search engine results.
Consider the phrases and terms your target audience may use when searching for related information. However, avoid excessive keyword stuffing and focus on delivering valuable content.
Proofread
Before sending your press release to media outlets, proofread it carefully to ensure it is error-free. I know, I know – hypocritical coming from me and my dyslexic tendencies.
When it comes down to people you don’t know, aim for a perfect first impression. Some people really care about spelling and grammar and get upset when it’s wrong.
Check for spelling mistakes, grammar errors, and formatting inconsistencies. Consider seeking feedback from a mate to polish your press release.
About the Author
Catherine Jarvis Clothier is a digital marketer and online presence specialist living and working in Kent, UK. She has worked in unusual UK businesses for over 10 years across the South of England, particularly in automotive and therapy-based enterprises. Catherine specialises in social media, SEO and web design. She can be contacted here for online business consultations.
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