04/ 02/ 2002
Opening a new business requires as much fanfare and as many banners as you can find to wave at potential customers. Although advertising costs are necessary when launching a business, the prudent owner seeks to identify as many free and low-cost advertising vehicles as possible. In today's Workshop, Edith Helmich offers some tips for getting your new business advertised with flair--through press releases.
Press releases that announce a new business are one of the most effective ways to introduce the business to a community, and the price is right -- it's free! There is an assumed endorsement from the editors that lends credibility to information about the new business. The types of media that can help publicize a new business include newspapers, newsletters and magazines; radio stations; and television channels.
The varied impact of advertising through the print media, visual media and auditory media is in line with public relations recommendations to saturate potential customers with repeated exposure to the new business. These forums will accept properly presented and prepared press releases.
"Properly presented and prepared" means that you should:
Tailor each press release to the targeted media's style and mission. Spend some time analyzing the public announcements on television, reading the business news announcements in your local paper and listening to the radio stations that discuss local and area business news. Read your next trade journal with an eye to identifying the types of business announcements that the editors highlight. These are examples of the successful press releases from other businesses.
Use the Standard Format. Ask for guidelines and then follow the instructions precisely. Your press release should look exactly like the format in the guidelines. Generally, editors prefer information-focused press releases that are no more than one or two pages in length, typed and double-spaced. Essential information includes the five Ws (who, what, when, where, why), plus unique information that makes the business interesting or newsworthy:
- Name of the business
- Owner's name
- Services provided or nature of the business
- Hours and days of operation
- Location, address, telephone number, fax and e-mail address
- Professional or association endorsement
- Colorful background information or "interest" point to grab the reader's attention
- Photographs of the business, logo, product, interesting "action" photo, etc. (Usually not used, but should be offered, if available). Television stations occasionally take short video clips.
Prepare a current list of editors and contact people. Call each person on the list and/or arrange for an appointment to meet him or her. During or following the meeting, hand them a copy of the press release. If a meeting is not scheduled, mail the press release with an individual cover letter for each editor.
Follow up with a telephone call to inquire whether there are any questions pertaining to your press release. If you are unavailable during the time between submission of the press release and the date of publication, arrange for a knowledgeable employee to field questions in your absence.
Press releases are good for your new business. Every press release banner that appears in a newspaper, newsletter, television or radio media outlet alerts customers that you are open and ready to serve them.
