Writing a Small Business Press Release
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The document outlines how small businesses can effectively use press releases as a public relations tool to enhance visibility and attract customers. It details essential elements to include in a press release, such as a compelling headline, impactful summary, and informative body, while emphasizing the importance of tailoring messages to media outlets. Additionally, it highlights the benefits of utilizing news distribution services and incorporating SEO strategies to increase online presence.
Writing a Small Business Press Release
- 1. Writing a Small Business Press Release Brought to you by the marketing experts at www.demandmart.com
- 2. One public relations tool small businesses can easily implement to gain relatively inexpensive visibility in their markets is the small business press release. A press release is a specific who, what, where, when and why announcement about a company’s newsworthy event that is distributed to the media to entice them to write and run an article about the company.
- 3. Press releases are short and succinct; the compelling small business press release is skillfully crafted with creative, newsworthy content to engage reporters and media outlets. Posted on your own small business website, a press release rich with keywords that attract search engines can secondarily function as a marketing tool. A small business press release can attract new customers, garner publicity for your business, and bring more traffic to your website.
- 4. What to Include • There are a number of common events for almost any business that can be newsworthy milestones and appropriate for a small business press release. • These events demonstrate your innovation, expertise, company growth, and industry recognition. • Release of a new product or new product features • Hiring of new employees • Announcement of awards or recognitions • Promotional or charitable events • Announcing new business partnerships • Reporting on interesting survey results
- 5. Press Release Elements Headline: The headline is the most important element of your press release as it is the “hook” that contains keywords and entices readers to continue reading. • It should be short, creative, informative and under 80 characters: Demandmart.com Integrates E-Commerce Partnerships with One Click Events Summary: The summary is a short synopsis of the event in no more than four sentences. • Like the headline, the summary should have impact as media outlets may only see the title and summary followed by a link to the press release. • If the summary does not make an impression, your press release may go unread.
- 6. Body: The body of the press release always begins with the city, state, month, day and date followed by 2 dashes: – Miami Beach, FL May 1, 2010 -- The body of the press release contains the who, what, where, when and why details of the event. This information should be engaging and informative without showing bias. A press release that blatantly advertises or shows bias will be tossed aside and your small business will lose credibility when engaging the press. • The body of your press release should be between 300-800 words. • Be sure to include facts and relevant information backed up by quotes from company leaders and experts in the industry. • Bios of key players in the event will reveal experience, expertise and motivations that add credibility to the event and generate interest. • Include websites (not emails) where readers can learn more information about a person or an event.
- 7. About Company ABC: Include company description that reveals the nature of your small business, its products, services and locations. Contact Information: – Media Contact: Name Phone number Website address
- 8. Press Release Distribution • There are many newswire services that can distribute your small business press release to a variety of media outlets. • In addition, posting your press release in HTML format into your website will drive customers to your website. • Sending bulk emails to reporters and news media with one message can be viewed as crass marketing and impersonal. • Tailor individual messages to each media outlet and reporter; your first impression will be professional and your message will be taken more seriously.
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