Press exposure can significantly impact a small businesses' success.
Press releases are not just for big businesses; many small businesses
find press releases to be an inexpensive way to gain exposure and
attention. It is not uncommon for reporters from magazines, newspapers
or blogs to scan press releases as a means to locate content.
Here are some tips to enhance the exposure and quality of your press releases:
1. Relevant
First and foremost, it is important to decide what information should
be included in your press release. Information that is newsworthy and
relevant will have the best chances of gaining the attention of an
editor. The press release should be sent to related publications: a pet
magazine is not going to print a press release about the latest
compression utility, but it might print a release about software that
manages records of a pets shots.
2. Customize
Giving your press release a personalized touch, especially for bloggers
and online journalists, can be helpful in gaining attention. Spending
an extra few moments to personalize a press release could be just what
is needed to make it stand out from hundreds of other press releases.
While it is impractical to customize all of the press releases sent, it
might make sense to personalize the releases for key publications or
media outlets.
3. Summarize
By creating a succinct summary of the announcement, editors will not
need to reword, or condense a lengthy release. The first paragraph or
two should clearly state the announcement, so that an editor's space is
limited, they can simply use the summary in their publication.
4. Swag is Good
The press loves freebies, and by offering them, there is a chance
potential customers will keep your name in their mind. Feel free to
send branded goodies to the editors as a special thank you for any
exposure that you receive.
5. Thank You
If you are interviewed or receive an especially complimentary review be
sure to thank your press contact. As strange as it might sound rarely
are the editors thanked for the coverage they provide. Extending a
heartfelt thank you, could mean an editor remembers your company when
the next press release is sent.
6. Honesty
The more truthful the release the more likely that it will get ink.
Avoid using superfluous adjectives that inflate the use your product or
service. Keep your press release factual.
7. Keywords
Be sure to use keywords and keyword phrases in the press release so
that it will be easily located by reporters looking for specific
material.
8. Demand Attention
Carefully select the title for of your press release so that it
attracts attention. The title should contain key points related to the
announcement. A good title is critical. If the title does not gain the
interest of the editor, it will not matter what the body of the release
says.
Keep in mind that it is unlikely you will see instant results from the
print media. Print media has a long cycle and you might not see
coverage for months.
In short, press releases are great way to gain attention. The cost of
sending a press release is minuscule when compared to the potential
exposure that may result. A well-written press piece can garner
significant press coverage and exposure.
Building relationships with the media is a long process and takes
considerable time and patience. Editors have to deal with deadline
pressures and locating appropriate filler content should the need
arise, befriending the reporters will go a long way toward press
coverage.