Do you open the local newspaper or switch on the TV only to see your competitor’s smiling face – yet again? If you think you have something interesting to say, then you should get in on the action and gain some media coverage for your business.
When it comes to marketing your business, media coverage can be a very effective means of promotion. Media coverage includes having a story about your business published in a magazine or newspaper (in print and/or online), or having your business feature in a television or radio program.
One of the best ways to get this coveted media coverage is by writing what is known as a press release, and sending it to media outlets. Press releases are a great way to publicise your business without designing and paying for an advertisement, and, if your press release is published (in print, online or on TV or radio), gives you much more credibility than an advertisement.
Press releases can be used to raise awareness and draw attention to new products or services, new business locations, new employees, business successes, new initiatives, community partnerships and so on. Since the same release can be distributed both in print and online, press releases can be a cost-effective way to promote your business.
The structure of a press release is similar to a newspaper article and is written in the following formula – a catchy headline, slightly longer subheading, then the body of the story.
Here are five things to keep in mind when writing a press release:
1. Make your story newsworthy. The press doesn’t just report on anything. You have to make sure your press release says something that is interesting or exciting to the reader and is not a blatant advertisement for your business. Be objective. Changing your corporate logo might be a big coup for you, but it may not be that relevant to the general public.
2. Put the most important information first. It is important get your message across as quickly as possible. Your lead paragraph should contain the main point of your press release (ie. if you’re announcing a new product, say so immediately). If possible, try to link your news to a current societal event or trend (eg. high unemployment, a public holiday, etc).
3. Answer the obvious questions. Your second and third paragraphs should answer the basic who, what, why, when and how questions raised by your headline and first paragraph. You may be tempted to start gushing about your organisation, but be patient – this is not the place for that. Restrict yourself to broadly mentioning what your business does, nothing more. Remember that most news stories have short, punchy sentences and paragraphs of roughly three to four lines.
4. Put the least newsworthy information last. This is all the background information about your business (when it was founded, your mission statement, etc). It may seem a shame to put this last, but remember that the press release is a story in which your business plays a part, not a story just about your business.
5. Keep it short. A good press release is no more than two pages long, and usually between 300 and 800 words.
If you would like further information or help with writing and distributing a press release, please contact me on 07 3899 8335 or email megan@marketsavvvy.com.au .
Best wishes – Megan.