Not all small businesses can afford the expense of hiring an outside writer to create professional press release. Even some that could, would prefer to keep expenses down and create their own press releases. If your business plans to send out several press releases a month there are simple tips that can be used to save time on the process and understand what information should be included so they look just as goods as those created by professionals.
Read: Their are dozens of books and online Web sites that detail step-by-step how press releases should be written and what information to include. To make sure your press release is targeted, look for Web sites that provide information specific to your industry. Libraries offer a free resource for researching the correct format and information to include on your press release.
Create a template: Though the information in each press release sent out by your business will change, there are likely to be areas that will always be the same. The business name and logo is unlikely to change. Company address, Web site, email, fax and contact information for the person who can answer additional questions is also likely to remain consistent. The words “Press Release” should also be included every time. This information can then be typed into a word processor and saved as a standard template for each press release written.
Use samples: Look at examples of effective press releases and use them as inspiration. A style of writing that keeps you reading until the end and headlines that grab your attention offer great insight into what makes a press release successful. Read press releases from newspapers and publications your business wants to be published in. This will assist you in understanding what the journalist is looking for when deciding which deciding which press releases too feature.
Go online: Sending press releases by snail mail has its benefits. Media outlets receive far more by emails and faxes so your press release might get a little extra mileage. Though sending press releases in the mail should not be discontinued, focus on online exposure too get your press release in front of larger potential audience. When sending out press releases by mail for the first time take a little extra time to pre-address and add stamps to several envelopes for each of the publications you use. When sending out additional press releases to these publications in the coming weeks you only have to stuff and seal the envelopes.
Don’t forget the basics!: When your press release covers all the necessary information you don’t just save time but you save the journalist time as well. A press release that has grammatical errors, weird spacing problems and unreadable fonts are not likely to be published. Journalist review a large number of press releases daily, the ones that get published are those that require no edits, or very few. An adequate press release is more likely to be published that an interesting and exciting release that does not follow the correct format.
Jay Nisbett is the founder of The 407 Group. During his studies of Real Estate and Entrepreneurship at Florida State University, he was exposed to the scalable effects of digital marketing through his first digital venture, Tails Casual Outfitters. After learning pain points of the digital world, he took to building a platform to get other brands everywhere - The 407 Group was born to help build the local area’s businesses to BE EVERYWHERE they need to be to achieve their success, too, online and offline.