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Publicising your business and its work through the media is an important way of attracting potential new clients and developing a good reputation. Not only is it a lot cheaper than advertising, it can be more effective!
It’s easier than done of course – after all, newspapers are often more interested in bad news! – and employing a public relations (PR) firm or consultant is often too expensive to be a realistic option for small businesses.
Still, it’s quite possible to do the work in-house, and here are a few tips to help you write press releases and get your business in the news:
• Hit the target: Make sure you are familiar with the types of magazines/newspapers that you are targeting. If you use a style and language that suits them, they are more likely to cover your story.
• Is it really news?: Think about the types of stories your target publications usually print and make sure your story fits their usual profile. As a rule of thumb, local newspapers are generally interested in ‘human interest’ stories (maybe your firm has taken part in some local charity work?). Trade publications will be more suitable for news about your business deals and industry issues.
• Snap to it: A great photograph can make a big difference to whether or not your story gets covered, particularly in local newspapers.
• Keep it (and journalists) sweet: Press releases should be kept short and simple, ideally with a snappy headline and opening news hook. Journalists receive thousands of releases and will only be interested if the opener catches their eye. Press releases should also be no more than two pages long and don’t forget to add some general information about the company plus contact details at the end.
• Build relationships with the press: Don’t be afraid to make contact with your main target magazines/papers. A good relationship with the press can lay the foundations for successful PR. And if you continue to provide good stories the journalist will come back to you again and again.
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