Small Business Advertising Tips

How To Write An Effective Press Release

Spread The WordFive Steps To An Effective Press Release

Spreading the word about your new business can now be done in a huge number of ways, but if you want to get your business featured in a local newspaper, or relevant trade publication, a press release is still a great way to get a journalist’s attention. Here are five steps to creating an effective press release, and increasing your chances of invaluable media coverage.

Step OneHave a Story

The fact that you’re launching a new business might seem like huge news to you, but in general journalists will want something more specific to write about. It could be there’s something significant about the date you’re launching, maybe there’s a good story behind the inspiration for your business, or perhaps you have a totally unique product? If you look for it you’re sure to find a hook to base your press release on.

Step TwoGrab Their Attention

A journalist will decide very quickly whether there’s anything of interest in your press release so make sure you create a high impact headline, and outline the full story in the first few sentences. In fact everything you want to say in the press release should be said in the first paragraph; the second and third paragraphs should simply be used to add supplementary information.

Step ThreeKeep It Factual!

When you’re writing a press release you’re writing for journalists, not for your customers, so keep your writing factual and to the point, avoiding overly colourful language and exaggerated description. Your press release should answer the simple questions What? When? Where? Who? Why? and How?, and any claims that you make in your release should be backed up by facts. Once your press release is written, edit it ruthlessly to keep it short and to the point. Try to keep your release to under 400 words if possible.

Step FourChoose Your Publications

Think carefully about the type of publications that might provide coverage of your business. Will their readership be potential customers? Are you better off sending your press release to local magazines and newspapers if your business is targeting local customers, or should you consider publications that relate more directly to your niche if you have a national or even international market? Do your research and read articles that are featured in these publications. You may want to tailor the language of your press release to the type of publication you are writing for.

Step FiveBe Contactable

When you send out a press release, make sure you provide contact details that journalists will be able to use if they require further information. Include phone numbers as well as e-mail addresses; when time is at a premium a quick phone call to clarify a detail is often easier than waiting for an e-mail reply. If you send out a press release just before you take a two week holiday make sure you provide contact details for a well-informed colleague. If you include a quote in your press release make sure the person quoted is also available.

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