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3 Steps to the Perfect Small Biz
News Release
Press coverage is an effective strategy for promoting your business. Here's how to get the attention of distracted, deadline-focused editors. Because research shows that your news release has 7 seconds or fewer to do that:
1. Make your story newsworthy. In those scant seconds, you need to answer the editor's question, "Why should my readers care?" If you write it more like an ad than a piece of news, in the trash it will go. Ask yourself: Is my story new or fresh? Is it timely? Is there an unusual twist to it? Will it make people laugh, cry or get angry? Is it useful to readers, consumers or investors? Does it have an interesting angle?
Examples of newsworthy topics:
- Starting a business.
- Introducing a new product.
- Hiring new management.
- Receiving an award.
- Celebrating an anniversary milestone.
- Forming a new partnership.
- Changing your business name.
- Launching a new web site.
- Sponsoring or conducting a seminar.
- Opening up a branch office.
- Announcing a public appearance.
- Getting a high-profile client.
2. Start local. Sure, everyone wants to be on Oprah, but starting in your own backyard and targeting the right publication will be easier and can pay off in many ways. Be sure the readers in the area you target would be interested in your story. Depending on how time-sensitive your story is, don't overlook the smaller weekly and monthly newspapers. They often have loyal, interested readers who will spread your message by word-of-mouth.
3. Follow a common news release format. Address your release to a specific editor in the appropriate department. Most have "Contact Us" links on their websites so you can find the names. Make it short; one page is best. Answer the questions: who, what, when, where, and why. Write an engaging headline that tells what your story is about and makes the editor curious enough to read on. Pitch your angle and tie it to a timely event if you can; human interest/people angles are always good. List contact information and stay accessible. Reporters on deadline sometimes need to reach you quickly.
For an example of a press release format that works, click here.
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