Succeed As Your Own Boss

ENDING SMALL BUSINESS FAILURE

  • Home
  • About
  • Book Melinda
  • Consulting
  • SBL Store
  • SmallBizLady University
  • Free Tools
  • Podcast
  • #Smallbizchat
    • Be a #SmallBizChat Guest
  • Blog
  • Contact
    • We’re Hiring!
You are here: Home / 31 Ways to Boost Your Small Business / Five Ways to Use a Press Release to Promote your Small Business

Five Ways to Use a Press Release to Promote your Small Business

December 16, 2012 By Melinda Emerson 3 Comments

Feel free to share...Share on facebook
Facebook
Share on twitter
Twitter
Share on google
Google
Share on linkedin
Linkedin
Share on pinterest
Pinterest
Share on reddit
Reddit
Share on email
Email
Share on print
Print

Cathy LarkinWhat Can a Small Business Write a Press Release About?

Something new or newsworthy about your product, service, business or related event. Sometimes you can hang a release on a trend, or an upcoming holiday or season, but events are easiest to get publicity for. Make it about what a targeted publication or blog’s readers want to know, and less about your business agenda. Self-serving releases are a waste of time and money.

  1. The traditional way…write it and research individual reporters who might cover your story. Send an individual pitch email, with the release in the body of the email, and attached.
  2. For SEO. Write an online release with careful attention to keywords, especially in title and first paragraph. Use a few anchor text links to specific pages on your website. Then post through release distribution services like PitchEngine or PRWeb (not free). It may get picked up on online publications and regional newspapers. Both sites have good pagerank 6 & 7, so a link from them is good for your site. Pay special attention to the title of your release, as that may get found by individuals searching for info like yours.
  3. Use a release as background material to support a blogger outreach pitch. Pitch your company’s product to review bloggers (Do your research – pitch the right product to the right reviewer – don’t pitch diapers to a mom blogger with kids in middle school). The release provides background information on the product.
  4. Write a release to position yourself or a staff member as expert on a topic, as long as you really are knowledgeable. This works for issues that are hot in the news.
  5. Trend stories need to hit a hot topic. Try writing about something new in your industry, or better yet, get three complementary businesses and write something together.

What Else can a Business Do with a Media Release?

  1. Post a link to the release on your own site. Write a framing post with an introductory paragraph and a link on your blog or, if you do releases monthly, in a news section on your site. I’ve been surprised at how many clicks news/press pages receive.
  2. You can also add links to your releases in your e-newsletter, as long as they are timely.
  3. Also, if appropriate, share via social media, but not all news releases work well on social channels.

What is the timing for a press release?

  • Traditionally, you wrote a release 3-6 weeks in advance for newspapers, emailed it and made one tactful follow up call to see if they needed anything further. You can also call the main number for deadlines, or check online submission guidelines.
  • For online news releases, short time frames are better. For example, if you have a Halloween aspect to your story post it at 3 am Oct. 28-30 on a service like PR Web; it will be indexed on search engines by morning. When I spoke with a representative they said posting some stories 1-2 weeks in advance gives you a better chance, especially before a holiday. He said in late October, some people were already writing about Christmas, but to me that sounds too early; your story might get lost.
  • Releases that accompany a blogger outreach pitch need 4-6 weeks of lead time, then a reminder in a few weeks. Some bloggers work well in advance, others more spur of the moment. The number of pitches bloggers & journalists receive is vast, and most releases are not targeted to their needs. If you don’t get a response, give them one reminder, then move on. If you can connect with them via social media or leave a genuine, useful comment on a post, sometimes that can help get an on-target pitch noticed.
  • Magazines work still further in advance. A regional pub may work 2 months out, national publications work 4-6 months out…you’ve heard about Christmas in July, well that is almost too late to get your product into some holiday issues of some national mags.

Last Words on Releases for Small Businesses.

To reiterate, matching the right individual (editor, reporter, blogger) at the right publication / blog with an on-target pitch that their readers are interested in is the best way to get a story on your business. Online releases, done well, are good for SEO & event PR. And releases can be a way to get quoted in a trend piece, or covered in an online or traditional publication, if you make the right connection.

Cathy LarkinCathy Larkin, founder of WebSavvyPR.com is a seasoned PR pro who writes, speaks and coaches on how social media, blogging and PR helps small businesses connect with customers.

Day 16: 31 Ways to Boost Your Small Business in 2013This article is from the SmallBizLady special blog series: 31 Ways to Boost Your Small Business in 2013. #Boost2013

[button link=”https://succeedasyourownboss.com/31ways-week1/” size=”med” bg_color=”#850726″]Week One Posts of 31 Ways to BOOST Your Small Business in 2013[/button]

[button link=”https://succeedasyourownboss.com/recap-of-week-two-31-ways-to-boost-your-small-business-in-2013/” size=”med” bg_color=”#078566″]Week Two Posts of 31 Ways to BOOST Your Small Business in 2013[/button]

Feel free to share...Share on facebook
Facebook
Share on twitter
Twitter
Share on google
Google
Share on linkedin
Linkedin
Share on pinterest
Pinterest
Share on reddit
Reddit
Share on email
Email
Share on print
Print

Filed Under: 31 Ways to Boost Your Small Business, Branding & Marketing, Guest Articles Tagged With: @CathyWebSavvyPR, #Boost2013, small business press releases

Fix Your Business Now!

Order SmallBizLady's new book Fix Your Business, 90-Day plan to Get Back Your Life and Reduce Chaos in Your Business. It includes the 12 Ps of Running a Successful Business and readers will finish the book with a new strategic plan to take their business to the next level.

About Melinda Emerson

Melinda F. Emerson, “SmallBizLady” is America’s #1 Small Business Expert. She is an internationally renowned keynote speaker on small business development, social selling, and online marketing strategy. As CEO of Quintessence Group, her Philadelphia-based marketing consulting firm serves Fortune 500 brands that target the small business market. Clients include Amazon, Adobe, Verizon, VISA, Google, FedEx, Chase, American Express, The Hartford, and Pitney Bowes. She also has an online school, www.smallbizladyuniversity.com, that teaches people online marketing and how to start and grow a successful small business and publishes a blog SucceedAsYourOwnBoss.com. Her advice is widely read, reaching more than 3 million entrepreneurs each week online. She hosts The Smallbizchat Podcast and is the bestselling author of Become Your Own Boss in 12 Months, Revised and Expanded, and Fix Your Business, a 90 Day Plan to Get Back Your Life and Reduce Chaos in Your Business.

Comments

  1. Joan Stewart, The Publicity Hound says

    December 18, 2012 at 7:37 am

    The two best ways to use press releases:

    –To reach consumers directly via the search engines and bypass traditional media altogether. Gone are the days when we had to genuflect before journalists.

    –To accompany a customized pitch to a specific journalist. Journalists despise press releases because they all know you’re feeding them all the same story. With a customized pitch, you can tweak your story depending on the needs of the audience that follows the media out you’re pitching.

    Reply
    • Cathy Larkin (@CathyWebSavvyPR) says

      December 19, 2012 at 10:14 am

      Good point about personalized pitches Joan. I also use press releases as a way to provide general information about the topic I’m pitching as background material to the actual pitch that’s targeted specifically to the specific reporter or editor.

      Not all journalists despise all releases. If you are simply trying to get your event into the weekend section of a newspaper, a press release works fine. But if you want to enhance the chances that your event will be featured, you still need to give each newspaper a different “slant” or highlight a different aspect of the event.

      When I worked for a museum and promoted an event that attracted 20,000 people, I routinely pitched a different angle to each paper – I suggested that the main daily paper interview the young steeplechase raiders; smaller weeklies my pitch highlighted the new family activities – dog jump competition; the other weekly pitch featured the tailgate picnic contest.

      Reply
  2. man and van morden says

    February 24, 2013 at 2:36 pm

    As usual you might have delivered with a few really interesting issues and also I have as of now added in this web site to
    at least one I am going to stick with : )

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner

Sign up for the SmallBizLady BUZZ Newsletter and be the first to receive updates and details about upcoming events:

We’re proud to be part of the Mediaplanet Empowering Small Business campaign! The COVID-19 pandemic brought hardship and ruin on the nation’s small businesses, but there’s now reason for hope. Learn about the resources, support, and tools available to help your small business bounce back and grow stronger than ever by picking up a copy of the campaign in USA Today and reading it online here.

Get a FREE Chapter of SmallBizLady’s Book,
"Become Your Own Boss in 12 Months, Revised and Expanded"!

Become Your Own Boss

Most Popular Posts

>Seven Ways to be More Profitable in Your Small Business
> 7 Ways to Attract Customers to Your Small Business
> 6 Tips for Managing Small Business Finances
> How to Run a Successful Multilevel Marketing Business
> 10 Ways to Grow Your Small Business With Instagram
> How to Sell on Facebook
> How to Get Over the Fear of Starting a New Business

Featured Videos

Bloomberg News Interview
How to Support Small Businesses During the Holidays

National Speakers Association
Winter Conference

Fox 29 Philadelphia
'Small Biz Lady' gives best advice for starting a new business in the New Year

Fox Business
Starting a Business

MSNBC
The importance of job mentoring for women

#SmallBizChat Live
National Small Business Week: Q&A

Good Day Philadelphia
Expert Shares Tips on How to Become Your Own Boss

Testimonials

Become Your Own Boss is a must read if you’re thinking of launching a business of your own.
Jean Chatzky, Bestselling Author of Money 911 and Financial Editor of NBC’s Today Show
Great step-by-step advice for anyone looking to start their own business.
Andrew C. Taylor, Chairman, Enterprise Rent-A-Car
Melinda Emerson has written a remarkable book. It is essential reading for anyone seeking to make the transition from working girl to successfully working it, as an entrepreneur.
Cynthia McClain-Hill, Past President, National Association of Women Business Owners
The perfect companion for those planning to go out on their own. Melinda delivers firsthand practical advice on how to be the successful entrepreneur. Read it if you want to get it right the first time.
Kenneth L. Shropshire, Professor at the Wharton School of Business, University of Pennsylvania
If you are looking for a versatile speaker who can talk about how to grow small businesses or get started with social media, look no further.
Heather Van Sickle Executive Director, National Association for Community College Entrepreneurship (NACCE)
Her wit and depth of subject knowledge were entertaining and empowering. Melinda is definitely on our short list of seasoned entrepreneurs and business leaders we look to invite back in the near future.
Tennille M. Robinson Senior content & Event producer for Inc. magazine
Melinda Emerson, “SmallBizLady,” is an engaging and witty speaker and a great addition to any conference. Her terrific presentation and compelling delivery give people the information they need and want to become their own bosses and grow success… Read more
Laurie Dalton White Conference Director, Pennsylvania Conference for Women
Melinda Emerson has been a fantastic small business and social media resource for the Pitney Bowes team. Not only is she personable and easy to work with, but she also has an innate understanding of the small business audience. My marketing programs … Read more
Justin Amendola, Former VP, Global SMB Digital Strategy, Pitney Bowes

Latest #SmallBizChat

The SmallBizChat Podcast: How to License and Sell Your Content with Mitch Axelrod

In this episode, Melinda Emerson welcomes Mitch Axelrod to discuss the intricacies of intellectual property (IP) licensing for small businesses. Mitch shares his personal journey in the licensing field, offering insights into identifying and protecting IP effectively. They explore common pitfalls in licensing negotiations and provide practical tips to navigate these challenges. Mitch Axelrod is […]

Fix Your Business Q&A Video

Recent Posts

  • The SmallBizChat Podcast: How to License and Sell Your Content with Mitch Axelrod
  • What KPIs Should You Track In Your Small Business?
  • The SmallBizChat Podcast: If I Had to Do It All Over Again with Melinda Emerson
  • How to Develop a Business Launch Timeline, Part II
  • The SmallBizChat Podcast: Hit It and Quit It with LaTanya White, Dov Gordon, and Anisha Robinson Keeys

#SmallBizChat

  • SmallBizChat Archive
  • @SmallBizLady

Business Advice

  • How to Start

SmallBizLady Store

Products

Free Chapter

Get In Touch

  • FAQ
  • Be a #SmallBizChat Guest
  • Contact Us
Copyright © 2025
Quintessence Entertainment, Inc
PO Box 280
Drexel Hill, PA 19026
(610) 352-0680
Privacy Policy · Refund Policy

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner