If you are new to owning your own business, you may not have discovered the magic of press releases yet.
Every single day, media outlets around the globe are in search of news. And because news shows seem to be increasing at a significant rate, they need that much more content to fill in the time slots.
While you probably won’t get top billing on a top broadcast, there are still many other ways to gain a little exposure for your business. A 30 second mention on a morning show, or a quarter page article in the living section of your local paper can bring in a ton of business.
But before you get excited about possibilities, you have to master the creation of the perfect press release first.
How To Write Your Press Release
In general, your press release (media release) should include:
- Your business name
- Your contact information
- The date
- An attention grabbing headline
- Your news story outlined in short paragraphs, with the most interesting up front
- Background information about you and your company
Your press release should be about one page in length, and should summarize the overall story you are pitching to media sources. Why should the media care about what you do? You can’t go with the simple or the boring here; journalists are looking for exciting, human interest stories that will be of interest to their readers or viewers.
Journalists receive dozens of press releases a day, and as you might guess, most of them end up in the trash. Their time is short, and they are looking for something to stand out above the rest, and motivate them to take the next step. So with that in mind, frame your story around something that you would find interesting.
A new photography business starting up isn’t interesting. But a new photography business who’s main client is a local rising rock band, and the photographer has followed them to several concerts creating the perfect look for their promotional pieces may be a great human interest story.
You have to put a twist on things, and get the journalist to care about what you do, and to get them to think their readers/viewers will care about it too.
As you are writing the release, write in simple language. Read the paper, magazine, or watch the show you are pitching to. Match your release to the language they use. For instance, a business journal is going to use different language than a local, hometown paper. Give them what they use. To help you write, remember to include: