You are ready. You’ve checked off all the legal requirements, you website is launched, your space is set up. You’re open for business. But does anyone know? For a new business, one effective and low-cost way to introduce yourself is with the press release. As a part of your overall marketing strategy, a well-written press release could pique the news media’s interest and you might garner some free publicity.

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Writing Tips

Seemingly simple, there’s something of an art to a successful press release. Like everything else, it’s a challenge to stand out in a crowded playing field, but with compelling information and correct formatting, you can get your business in the news.

It’s helpful to review examples before starting to get an idea of what makes a press release worth reading. Just as you asked yourself why your customers should come to you and not your competitor, ask why someone would want to know about what’s in your press release. It should be newsworthy and timely, stating not just what you do, but how this provides a needed benefit for customers.

Whether you write it yourself or hire a professional, keep the following in mind.

• Be authentic and factual; avoid “hype.” Excessive exclamation points will signal that it’s an ad in press release clothing.
• Write concisely and to-the-point. Put the most important information near the top. Keep it to one page, with short paragraphs (people are less likely to read one giant paragraph).
• Use active voice and active verbs. Instead of “New products were developed by Company X,” say “Company X developed new products.”
• Write with search engines in mind so your press release is readily searchable. But don’t clutter it with too much industry jargon – ultimately, people should be able to understand it.
• Quoting qualified individuals provides excellent supporting material, but make sure you get permission from the speaker to use the statement.
• Timing matters. There’s more chance of getting noticed if you pick a slow news day to submit your release (or at least try to avoid times when major events are dominating media coverage).

Tip: If you submit a press release for every trivial development, editors and journalists will learn to ignore your announcements. Stick to the truly newsworthy items such as an event sponsorship or a new product.

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Proper Formatting

Nowadays, with online submission services, the formatting is done for you, but emailing and faxing are used as well. Plus, understanding the correct structure helps ensure that your information is organized for release.

1. The first thing on the page will be the words “FOR IMMEDIATE RELEASE.”
2. The Headline – The all-important headline should capture the editor’s or journalist’s attention and clearly explain the content of the announcement. It should not read like an ad. One line is sufficient – some suggest 80 characters or less – otherwise it’s too long and may not be read through.
3. Lead Paragraph – Put all of your important points here because the editor or journalist might not read any further. The main gist of you story is here, including the essential details of who, what, where, when, and why.
4. Supporting paragraphs – Here’s where you can add the juicy details, persuasive quotations (get permission!), background information, and of course more about the benefits of your news item. A straight forward approach is best.
5. End the last paragraph with “For more information …” and a link to your website.
6. Boiler plate – Under the heading “About Company X” write a brief description of you company.
7. End by listing your contact information.
8. In a written format, put 3 pound signs (###) or –END- to indicate that the reader has received the entire press release.

Tip: Post the press release on your website. This will add fresh content to your site, enabling a potential customer to discover it through a web search.

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Where to Submit It

Once you have drafted and revised your press release, it’s time to unleash it on the world. Depending on your likely audience and coverage options, there are different avenues:

• Send directly to the media outlet that’s pertinent
• Submit online to press release sites, both paid and free
• Send to established contacts in the media if you have any (check your network on LinkedIn to see if any of your contacts know someone)
• Hire a public relations service or professional

Direct to Media Outlets: specially effective at the local level, most media companies (such as a newspaper) have submission information on their websites. You can also call to ask to whose attention the release should be sent, and their preferred method of receiving the release (email is likely).

Online Submission Services: one way to cover many news outlets is to use an online submission site. The advantage is that your press release will be published online, where anyone (including publishers and reporters) can read it and search engines can find it. Of course, there are hundreds of other releases along side it, so crafting a strong, descriptive headline is vital. Before you upload your submission, read over the instructions of the service. Note that most charge fees.

Major sites for submitting releases:
Business Wire
PR Newswire
Open PR
PR Leap
PR Zoom

Tip: Finding the right category will increase your chances of getting the right editor’s eyes on it. For example, the Associated Press recommends that if your story is of “regional significance” to send it to the local AP bureau (there’s on in every state). They also have “beat” categories so you can better target reporters who cover your industry specifically.

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