The Persistent Power of the Press Release

One of the oldest marketing tools that exist and is under appreciated is the press release.  This is one of the most effective ways to get your small business noticed by reporters, bloggers, and anyone else who shares information with the audiences you want to reach.  A well-crafted press release directed to the right media outlets can spark valuable (and free) publicity for your business while raising your profile, positive perceptions in the process, and overall perception among the community leaders.  

Because reporters and bloggers are bombarded with press releases every day, it's important to make sure your press release grabs their attention, or at least doesn't get deleted before it's even read.  

So what is the trick?  Well, for me, it's all about packing a powerful punch in a few paragraphs, and in doing so, with consistency, uniqueness, and with expectation that the late night news will be calling.  

So.....grab your pen and paper and think about what you want to share with your community right now.  

What do you want to say?  A press release can be about anything that may be relevant to the people you want to reach.  Let me stress this key point by providing an example.  When I was mentoring to a small business that was in dire straits, we used a win-loss strategy to send out a press release.  If they made $10,000 in sales one month, and then followed up with $10,100 the following month, we sent out a press release that stated "XYZ Company Revenues Soar"  which reflected that the business was making revenue from sales, (albeit a small gain), but we sent out a press release with that headline regardless that resulted in an on-air television interview with the local Morning Business Show on an NBC affiliate, followed up with a printed article of the press release in the local Small Business Journal.  Did it help?   Yes.  I use this strategy today.  If there is opportunity for a story to be printed, I share that potential with all agencies within a days reach.   

Most of you are asking why I would share such simple and minor relevant news with the world?  The answer is simple.  If you are asking this question to yourself right now, then you don't understand the power of free publicity.  I find that sharing news on any given day about my business has a chance to be published because often times, small papers in smaller communities are looking for space to fill.  Keep that in mind.  

Who do you want to know about it?  Depending on your intended audience, you need to decide the best outlet for your press release.  Items of local interest are best suited to newspapers and broadcast media, while a trade journal may be the ideal way to share information on a national or industry scale.  There are also popular websites and bloggers whose "beats" may be global in scope or limited to neighborhood happenings.  I share my wins or losses of my business with any media outlet on my list which currently stands at 213 contacts covering 18 states.  

How do you say it?  You don't need a journalism degree to write a press release, but there are right and wrong ways to do them.  Press releases are typically short, providing just enough information to spark a reporter's interest in learning more. Anything longer than two pages, likely won't be read.  I keep mine to three paragraphs period.  Stick to the basic "who, what, when, where, how, and why" information, and provide contact information on how you can be easily reached. Trust me on this, if the press release is powerful enough, news stations will be calling, and those are calls you cannot afford to miss.

Sites such as mediacollege.com and webwire.com provide guidance on press release formats.  Honestly though, just use Google images and type in "press release examples" and from there you can find a ton of templates that are useful.   Be sure your text includes common keywords for your topic or industry so that your release will show up in others' online searches.  Be sure to use good spelling and grammar!  

How do you share it?  Check each one of your selected media outlets to determine how they prefer to receive news--postal, mail, email, or a web-based submission. There may also be a specific reporter assigned to cover news in a region or market segment, or a corporate press contact.  In any event, make sure you spell that person's name correctly.  

One of the most effective means for me to get my press releases published is by taking time out of my day to set appointments with the beat writers themselves, visit them in their environment, share with them what my organization or company is all about, and tell them that I need their assistance.  The meetings are usually beneficial, and every time I get published in papers throughout the country,  I send the writer a coffee.  It's simple, yet effective.  Don't just rely on the fact that you sent something off and it will get printed, because it won't.  It's all about relationships.

If you plan to issue a press release on a regular basis, keep a list of these media outlets on hand and make regular updates as needed.  I find that journalists transition from department to department and it's a great idea to make sure your list is updated.  It's also a good idea to highlight outlets that should receive all releases and certain outlets for issue or location specific news only.  

Get Focused.  Get Busy.  Sprout and Grow.

P. Simon Mahler, nominated as both an 'Expert' and 'Leader' Influencer in North America for small business, currently volunteers for both the SCORE organization as part of the "Mentors to America's Small Business" and for Startup Grind Boise. Dedicated to building stronger economies in small communities and helping small businesses succeed through educational entrepreneurship, Simon is committed to the future success of each and every small business in small towns across the country. He is always available to take calls for action and is willing to mentor to any small business out there across the globe. Follow him on the journey of his next endeavor, by starting a business of your own.  His daily blog of activities will be posted on LinkedIn for you to enjoy.  Find him on social media and connect to get some great ideas to get your business growing!

  EMAIL ME:  [email protected]  | (You have no excuses not too)

Twitter

Facebook