08/ 07/ 2006
by Jeffrey Moses
Press releases can be a valuable tool in a low-cost marketing plan. The problem is, everyone knows this, so competition is stiff. There are, fortunately, several key things you can do to maximize your chances of publication.
Make sure that you write your press releases in the correct format (you can find guidelines for press releases on numerous Web sites or in how-to business books). Editors are extremely busy and won't spend time reading a release that looks unprofessional. Releases should always be typed, free of spelling errors and written in correct business grammar. Perhaps most important is to use your most vital and newsworthy information as the title or subject of the release. This will grab the interest of the editor and readers.
Have an interesting angle in your press release. Sometimes, general business sections of local newspapers allot press release space to local businesses for routine, specific purposes, such as new employees or officers, employee training or noteworthy achievements, new services offered, industry awards for companies, branch openings, etc.
But in larger metropolitan areas, where competition for press release space can be intense, you may need to include something special in the release to get it printed. Come up with timely and interesting concepts upon which to base your release. For instance, affiliation with local charities or special events can catch an editor's eye. This affiliation will have to be genuine, however, because editors will see through superficial attempts for publication. Other interesting angles could include tie-ins with holidays, important news events or local celebrities.
Pick your target media carefully. Make sure the release is appropriate for where you're sending it. Read other releases and articles in the newspaper or periodical to see if yours fits and would interest readers.
Send the release to the proper department of the newspaper or periodical. The best way to assure this is to call in advance and ask to speak with the editor of the department to which you're thinking of sending the release. If you can't speak with the editor, talk with someone on staff. Ask if the release would be appropriate.
In general, the best way to get a press release published is to have an editor ask for one. This means that you will have to create something very newsworthy or at least highly interesting and let an editor know about it. Talking with the editor, you can ask what angle he or she would like to see in the press release. Get the editor involved in the actual creation of the release. Then, when you send it in, the editor will look at the release in a much more personal way than if he or she is receiving it out of the blue.
Taking this one step further, if your angle is especially newsworthy, an editor may be interested in writing a full-blown article about it. This might mean that a staff writer is assigned to interview you and others regarding the event or situation. This would be a best-case scenario.
When sending in a press release, don't forget to include your phone number. It's frustrating to go through all the work it takes to get published, then have readers unable to reach you easily. Also, when you receive notice that your press release will be published, or that an article will be written, try to find out the date of publication and the section of the newspaper in which the release will appear. This will allow you to schedule an ad in the paper for the same date, preferably in the same section or even on the same page. This will allow you to maximize exposure to readers.
For more information about communicating with editors or locating local newspapers, radio or television stations in your area, check out the media section of the NFIB Action Center at www.nfib.com.
