One tool in the small business PR toolkit should be the news release (also called a media or press release). It’s not as hard to use as it may seem, and any small business including solopreneurs can make use of this tool. Most articles on releases talk about how you write them, but the most important parts are really what you are writing it about, and who you are writing it for. A news release starts with finding the ‘news‘, with identifying the ‘what‘, then linking it with who would actually want to read this info, and what publications they read (I’ll cover the how to write a release in a second post in this series).
What kind of results can you expect from a news release?
There are three main results from a well-written, well-planned release:
- Increased site traffic via search engines, which often pick up online releases and social media releases (I’ll cover the social media release in part 2).
- Pick up by other sites that expose your news to their readers, which in turn can increase your site traffic.
- And the more traditional use of releases – attracting the interest of a freelance writer, reporter or editor at a publication who either writes a story, or contacts you for more info or an interview and then, hopefully, writes a story.