Press Releases 101

Press Releases 101
by Steven Schlagel

Press releases are an easy-to-use tool to attract media attention for your business and changes or events you are having. Press releases should not be considered advertising and they should be used sparingly and appropriately. You want to attract reporters from local or national media and sending out advertisement style press releases won’t work. Press releases have a purpose and that is to entice reporters with a possible story.

Press releases are not difficult to write but there is a prescribed format for them. You can search online for templates which should include all of your contact information (city and state your business are in, your name, phone, email, etc.), a header and the release content. All press releases are written in the third person voice and should make the story idea clear to the journalist. Look for and present a unique angle to attract more attention.

So, what news story do you have to tell? What is unique about your background, your startup, your staff or service offerings? Do you offer an ironclad money back guarantee in an industry where that is unheard of? That might be a story. Are you an immigrant who came to this country with nothing and started a business, consider that a story. Look for what makes your business story or event stand out before submitting a press release.

If you consider yourself less than a good writer, you can outsource press releases to a freelance copywriter. They are easy to find on freelance employment sites like Odesk or Elance. For a standard one page press release, you can expect to pay $5-$15. Don’t skimp! You should review writing samples of press releases the writer has done in the past. But, if you write at the executive level, you can easily write your own using templates you found online.

Write a press release that is full of detail, but not marketing, sales or industry talk. Write it in common, news style language and be sure the story is obvious to the reader and reporter. Don’t get bogged down in your personal industry jargon. Write it like you’ve never heard of your business before.

Submit your press releases online. There are a variety of press release services that will deliver your item. Some are paid sites but there are many free site as well. Do a Google or Yahoo search for press release services and register with each of them. There are restrictions for free submissions and each site has particular requirements so review those before submitting.

Using press releases effectively can brand you as an expert in your field. Don’t throw press releases out for everything you do. Use them judiciously and look for the stories within your business. Once you learn to develop this eye, you build credibility with reporters. Media attention is free marketing so try sending out some press releases and see what kind of interest you generate.

With 30 years of consulting experience, Steven Schlagel provides professional training for startups, entrepreneurs and small business owners. Check his site for more articles to increase your success!