Press releases are an underutilized tactic in many small business marketing strategies. One mention in the press can multiply your marketing efforts, help you reach a much larger audience, and take your small business on the Internet to the next level.
You may be wondering how you can make this happen for your business. Writing a press release is a great way to get your message out to your potential customers.
What is a press release?
A press release is a written statement that’s delivered to members of the media. It typically includes announcements or updates about your business that the news may want to cover, and any information they may need to develop a story. The outlet may decide to draft a story about your business update based solely on the information included in your press release. Other times, they may reach out to you to set up an interview so they can learn more.
Reporters typically look for stories that are timely and relevant to other topics being covered in the news. They may also consider a story if it impacts a large portion of their audience or has an emotional element. Examples of newsworthy stories may include launching a new product, partnering with a charity, winning an award, announcing a merger or acquisition, or rebranding your business. To gauge the level of interest your story may generate, you can take a look at what types of stories media outlets typically cover for businesses that are similar to yours.
The benefits of writing a press release
There are several ways that a press release can benefit your small business. Press releases are posted online, so can help drive traffic to your business on the Internet. It can improve your search engine optimization (SEO) rankings by providing a backlink to your website.
Writing a press release is also a great way to shape the way that the media and potential customers view your business. By sharing your business’s values and differentiators, you can craft a positive story for your business.
By publishing your press release on the news page of your website, you can build credibility and establish your business as an expert in your field.
How to write a press release
make sure that you choose a story that would be interesting to the journalist’s target audience. Once you’ve determined your newsworthy angle, you can begin writing.
A press release should follow a consistent format so reporters can easily find the information that they need and determine whether or not they want to cover your story. We’ve outlined seven key steps you should follow when drafting your press release:
1. Summarize your story with a headline.
Write a headline that summarizes your story. Your headline should be between 60 and 100 characters in length. Make sure that it is both clear and compelling.
2. Create a compelling subtitle.
You should then provide any important supporting details in your subtitle. This should be a single sentence that supports your headline and gives your audience a sense of the content that will follow.
3. Write your dateline.
Before the first paragraph, you should include your dateline, which is your company’s city and state, followed by the date.
4. Introduce essential information.
You can then go into the body of your press release. The body should be 200 to 400 words in length. In your opening paragraph, you should introduce the essential information. This should answer the questions, “who,” “what,” “when,” “where,” “why” and “how” in a way that grabs the reader’s attention.
5. Provide supporting information.
Once you’ve answered these essential questions, you can add facts, statistics, quotes, and/or testimonials to support your story.
6. Lead into the reader’s next steps.
At the end of your press release, you should summarize the story with a call to action of where the reader can learn more information.
7. Attach your boilerplate.
At the end of the press release, you should include a quick overview of your business. It’s common to use three ### symbols before the boilerplate to signify the end of the press release.
8. Proofread your press release.
Make sure to thoroughly proofread your press release to ensure the writing is clear and concise with no grammatical or spelling errors. To make this easier, you can use a free online grammar checker before sending it off.
Press releases are an inexpensive and effective way to reach a larger audience and generate buzz around your business. If you are successful in getting coverage for your business on the Internet, make sure to share on your website and across your social media channel.