Public relations are a way of promoting that helps companies build a favorable image in the media and their communities. One of the most challenging tasks for a small business, though, is getting news coverage. One way to do this is to send out a press release. Learn how to write and distribute press releases effectively so you can get your business the media attention it deserves.
What is a press release?
Key to Public Relations, a press release is a written communication that contains newsworthy information about your business. There are various means of communication available to the media to inform them of relevant and timely information, which they can then write about in their publications. You can also share publicly with consumers and the company’s market to inform them about significant events within the company.
Unlike other marketing activities, does not guarantee any promotion of your business. Although the media may read your press release, they may not publish any information about your business if they do not find it interesting to their audience. The media is interested in relevant content that their target audience wants to know about, so they only cover your story if it fits into their schedule.
The purpose of is to promote important events within the company. Most follow a specific template and offer the media clear information covered in the media. Press releases must be short, well written, and clear above all else. Many media experts receive dozens or hundreds of a day, so they only spend a few seconds deciding whether to notice yours.
What kind of information guarantees a press release?
While every significant milestone your business takes is an important event for your business, not all business activities require a press release. It is essential to choose only newsworthy, relevant, and valuable information to share to the media. Otherwise, media outlets may stop following your press releases if they find that they are not providing them with the content they are looking for.
What kind of stories you include depends on your target market and what versions you are sending. For example, if you have hired a new employee who has previously worked for leaders in your industry, this may be news that a local business magazine might want to publish. However, if you were to throw this story for a local lifestyle magazine, it probably would not drive the story because it would not appeal to its readers.
Focus on whether the audience is interested in your news. If you do not find at least some reasons why they want to hear more, it is unlikely that the media will write an article or produce things based on your press release. Examples of newsworthy publications can be:
. New funding your business has received
. New product or service you offer and how it differs from each competitor
. The new employee you have hired or organizational change you have made
. A new partnership you have established with a supplier, manufacturer, or other stakeholders in the company.
How to write a press release
Most press releases follow a well-established press release template familiar to the media. It makes it easier for them to find the critical information they need to decide whether to run the story. Be sure to support your press release – no more than 400 to 600 words. Provide relevant information upfront so that the media does not have to read through the entire document before understanding essential points.
Press releases should include:
. Highlights: This is the title of the press release and will also be the subject of your email. The title should act as a story and get the media to open the press release to learn more.
. Informative subheading: Your subheading should be less than 20 words and should fill in the blanks. Expand the headline so that the media has enough information to decide whether they want to continue reading or delete your press release.
. First paragraph: Your story’s news corner needs to be present in the first paragraph and preferably the first sentence. Try to tie your corporate news to cool media content or solve issues that concern the audience. For example, if you’ve developed a new green production process, share information around Earth Day to connect with all the green-related stories that the media is looking at.
. Body copy: The rest of your press release should be expanded in detail in your first paragraph. Be sure to include a quote from a stakeholder within the company, such as the owner, CEO, or salesperson. You can also cite external stakeholders, such as a client or partner—a link to a custom landing page that contains more information about the content of the publication.
. Kettle plate company: This is a short “about us” description of your company. It provides the media with information about what your business does and provides a link to your website.
. Contact Information: It’s essential to include your company’s media representative’s phone number and email address so that the press can contact you if they have further questions about your history.
Always write a third-party press release and make sure you have more than just facts. Provide an emotional connection that the media can come up with enough to share with their audience. Be sure to consider the timing of your press release and how it relates to the topic. For example, sending out a press release about Christmas decorations in July will probably not get any clicks.
How to send a press release
Once you have written and optimized your press release, it’s time to send it to the media and news media. There are several options when it comes to distributing a press release:
. Send directly to the news media and media contacts: Create a list of traditional and non-traditional publications and media that would be interested in your press release. Remember to think about their audience and whether your story applies to them. Traditional outlets include local TV stations, newspapers, magazines, and radio stations, while unnatural media are bloggers or small online news publishers. Email the press release directly to the media.
. Use of a press release distribution service: This association service enables business owners to send their press releases to thousands of journalists, journalists, and influential people at once. Distribution plans can be purchased from $ 100 to $ 500 per month depending on how many editions you want to send, how many contacts, and various other factors. PR Web, eReleases, and PR Newswire are examples of press release distribution services.
. Department of Social Media: Companies can distribute social media press releases and increase their visibility by using appropriate hashtags so that people who are searching for content on that topic can find it. This method applies not only to the media but also to the general public.
How to offer pressure for business events
If your small business has a newsworthy event that you want to get media coverage for, it is essential to offer applied media to cover your event. Be sure to consider your pitch’s timeliness so that it works with the topics currently covered in the media. For example, if you have just released a new hot product that no competitor has available, it’s only a news story if you can tie it to popular content. For example, what benefits does the product offer related to what the media audience wants to know?
Contact your local media directly if you are interested in having them cover your event. Be sure to do your research, so you reach the right people. After you send them your press release and an invitation to the event, be sure to follow up. Remember that reporters and reporters often receive many requests every day and may not have read your email, and it was realistic in your expectations when the media is invited to cover small events.
How to measure the success of a press release
Once you have distributed your press release, it is essential to measure its effectiveness and performance. This way, you can learn if your version has affected your business. It’s also an excellent way to see which content is valuable to the media and not get feedback. Measures that help you understand the success of your press release are:
. Landing Page Analysis: If you link a custom landing page in your press release as best you can, keep track of the traffic, conversion rate, and time people spend on the site.
. Google Alerts: You can set up Google to notify you every time a keyword you choose is discovered online. Keep track of your company name, product names, and other information relevant to the press release.
. Release Press Release: Keep track of how many outlets recorded your press release and republish it on their pages.
. Social media mentions: Follow how your grip on social media has changed since the news broke. See also if you have gained or lost any followers at the time of the press release.
. News: Keep track of how many media outlets wrote content based on the information you provided in a press release. Check if any media people have contacted you for more information. These are good contacts to follow for your next issue.
. Sales: At the end of the day, it’s essential to check how well your business is doing. Track your sales before and after a press release to see if the announcement has affected your earnings.
Work with a PR specialist.
Public relations for small businesses can be full-time, depending on your goals and industry. If you’re writing press releases and following the media, it’s your priority. Consider working with a public relations agency that specializes in helping small businesses get media attention.
Assess whether hiring a PR specialist is worth the investment by outlining what you hope to achieve with the media coverage. In many cases, PR can be more cost-effective than advertising. Also, it adds credibility as your business gets third-party certification. Be sure to look at how your competition is coping with their promotional policies so you can create a plan to stand out from the crowd.