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.
What topics or activities make for a good small business news release?
Most business press releases are related to your products, services, expertise or your biz activities / events. Any of those topics can be the base for a release that may generate site traffic and/or news coverage. Look for things that connect your business with the interests of a site or publication’s readers.
If you can legitimately tie your business to something larger, it can increase our chances of coverage.
- Trend — local, regional, national, or in an industry trend – that your product, service ties into (or something that bucks a trend)
- Timely news event / story — either local, regional, national, international
- Seasonal activity — focusing on a need or trend
- Something new, different, cutting edge or unique about your product
- An upcoming event you are holding, or another event that you can tie your business into by subject (both paid and open to the public events can be publicized)
- Niche interest — if something about your business is of interest to a specific audience, and/or solves their problems — it will likely interest an editor or a search engine
Topic ideas to get you brainstorming your small business press release:
Strong releases should have what is called a “hook” or a “slant“. From the summer travel season to tax time or that new TV show — news hooks abound on which to hang stories/releases. The stronger the ‘hook’ and the closer the match with your business, the better your chances are for landing both types of coverage.
- Niche stories — if your customers read a publication, you read it too. Get to know which editors write on what topics, then when a trend appears that fits your biz —jump on it! Or send a product release to their product editor that shows how it helps people like their readers.
- Any business (restaurants, shops, etc) using mobile QR codes to attract customers are hitting a trend. Being the first in your area to pitch a story on QR codes may get you coverage, or a trend piece on several area businesses.
- A former employer held a large annual regional event and I was tasked with getting yearly front-page weekend section coverage. The editors started with a “No, we can’t give coverage“…yet every year I got it – by pitching a different slant in my release such as:
- -New, fun early a.m. kids/family activities for spectators
- -The elaborate spectator tailgate picnics and competition
- -The spring fashion and hats (First local upscale spring event)
- -The various sponsors who supported the event despite a tight economy
- -Interview the young participants for whom this was their first horse-racing event
- The best hook for product releases is if you can show how it solves reader’s problems; however if there is something new, unique, on trend or it has that cool “it” factor that can help as well, but don’t stretch the truth.
- Couponing websites — find an angle to connect what you do to TLC’s ‘Extreme Couponing‘ show — either how they do it right, or wrong. Offer tips so we can learn to coupon and save. A TV news show followed three local coupon experts on shopping trips to show how they save.
For more press release topic ideas check out this PRWeb.com post: http://service.prweb.com/learning/article/find-your-inspiration/
And here is a great new post on BulldogReporter.com from an editor sharing the good and bad habits of PR pros and press releases: http://bit.ly/gSIL2W
Cathy Larkin, founder of WebSavvyPR.com is a seasoned PR pro who makes social media, blogging and PR easy for small businesses to both understand and use to connect with their customers. She writes, speaks and coaches on these topics, and consults on PR & Social Media projects for established small business owners.
Great post Cathy! Very clear explanations of the basics and really helpful tips for a small business that wants to do some PR but is not sure how to get started. I will pass it on to smallbiz clients!
One thing I would add: For outreach to reporters/editors, develop your targeted media list in advance based on what your customers read in print and online, and what they listen to, watch, in broadcast media. Requires knowing your audience – and perhaps a customer survey (can be formal or informal – just start asking them!) Also – make sure to monitor your results once you send out /post the release – set a Google alert with the title of your release, or your business name, to capture coverage as it happens. And use analytics to measure spikes in your web traffic (as a result of your well-optimized release that will drive traffic there!) I know you are planning a Part 2 to discuss the Social Media release, which I am sure will touch on these points too.
Thanks again for a fabulous post!
-Ellen
-Seebold Marketing Communications
Ellen, thanks for the comment and adding those points. Getting to know what your customers/clients read is crucial – then researching and reading selected ones yourself can really help get better results. Love the idea of surveying your clients/customers – if you have an e-newsletter there are many free online survey tools, or as you said – just ask them! Yes, in part two I’ll cover writing and sending releases via both email directly to a reporter or editor and the social media release (using free and/or paid services to send them for you) and making them “optimized” for search – i.e. making it easy for search engines to find your release. I agree that setting up free Google alerts for both your release headline and your company name are great ways to help track results, plus checking your site’s analytics for traffic generated by the release.
This is a very comprehensive instructional outline which I can keep, and use often to give any one of the several small biz I mentor.
I cant think of anything to add, except I have from time to time had good press coverage when I have indicated in a release that I have a completed article…… for review (maybe stated more subtly) I have found some busy journalists like to take advantage of something well written they can use immediately with only slight mods. This is obviously not for all 🙂
@CASUDI
Great idea @CASUDI. I will be including info on creating a media pitch or pitch letter (usually an email now)in the follow-up posts. A media pitch can also include a note about a complete article being available etc – these are often best used for an individual “pitch” sent to one well-researched publication or editor.
Definitely state it subtly – as some editors (reporters less so) DO NOT want to work with a completed article, they want to craft something either with you or on their own.
You can also offer yourself as a source or resource or to be available to provide quotes for a specific topic or two. Again, done subtly. Media relations and blogger outreach are another whole aspect of PR – it’s about – sorry to use an overused phrase – building relationships. P.S. sinceI get asked this a lot – press releases do not usually work well for most bloggers (unless they are a journalist turned blogger). Blogger outreach takes a more subtle hand.
The biggest complaint both journalists and bloggers make about releases – is that they A) Get too many & B) Get too many that are way off topic. the internet and social media make the necessary research so much easier.
Cathy Larkin @CathyWebSavvyPR on Twitter
Very Helpful Thank you!! I’m new to this and you just keep it flowing!!
One other note – as someone reminded me on Twitter: a press release should only be one part of your marketing strategy – either as a whole for your business or when promoting a specific project, event or product. It is just one tool among many – sometimes it is the best tool for the job, other times it is a good secondary tool used along with others, other times it is not worth the time/effort. Blogger outreach (pitch to selected specific bloggers), a direct pitch letter to specific reporter/editor, social media – taking your message directly to your customers, an e-newsletter, Google or Facebook ad – these are some of the tools you can use as you create/execute your small business PR / Marketing strategy or plan.
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I’d say the two key ingredients in using this part of the marketing mix are to truly identify your target audience and understand what online and other media they read and then write something that is truly newsworthy. Also, use quotes where possible to make key points and to validate the content you are providing. We are utilizing that strategy at flashpurchase.com and will continue to do so as we prepare for our launch.
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