NFIB

Write a Press Release -- Get Your Business in the News
03/ 12/ 2004


We think small business owners don't do enough to toot their own horns. We're tired of reading in our local paper's business section about the comings and goings at big companies while we know that the real economic engine of our community is all the small companies here. We know the reason for this void of local small business news. It's the media.

No, we're not going to bash the business media here. We just recognize that they have their hands too full dealing with all those hired PR guns who work for big corporations to go out and dig up stories about small companies with no PR staff.

That's why we want you to take matters into your own hands. If you've got something happening at your company, then fire off a press release. Pick up that horn and start tooting with these step-by-step instructions from Edith Helmich:

The purpose of a press release is to tell customers or clients about a new product or service. The advantages of a press release over an advertisement are that the press release is:

1. Free,

2. Announced by a neutral third party, and

3. Presented to a select audience.

"Free" means that the announcement is printed and distributed at absolutely no cost to the company. The catch is that in order to merit space in a publication's news column, the press release must be "newsworthy." The press release must focus on an innovative, interesting or meritorious feature of a product or business service that will be of interest to the publication's readers.

To be announced by a neutral third party implies an endorsement. When a company's new product or service is announced through a press release, the publications that print the news are saying that the product or service is worth bringing to the attention of their readers.

Press releases are read predominantly by select audiences. When a publication announces a new product or service, the concern is that the item be of interest to the readers. The press release news is therefore targeted to a section for readers who will find it interesting.

Writing a press release that will be accepted by a business editor is well worth the effort. Key points to keep in mind when writing a press release are:

* Clearly describe what it is, where to get it, and when it will be available -- in the first sentence, if possible!

* Describe what is special about the new product or service.

* Place all of the most important information at the beginning, saving details for later in the announcement. (This allows the editor to "cut" at convenient lengths.)

* Include a knowledgeable contact person -- yourself, for example, who can be reached easily for further information, and a phone number.

* Photos or a product are also helpful.

* Limit the press release to one double-spaced page.

* Submit copies of the press release simultaneously to as many publications as possible.

For examples of press releases, check out one of these web news release services:

PR Newswire

Business Wire

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