How To Write A Press Release To Promote Your Business

Press releases have been a standard form of business promotion for many years.
It was easy to predict that the power and speed available for transmitting files across the Internet would mean that many press releases would no longer be sent by mail.

In the last few years, several online services have been set up to handle distribution of press releases.
Most of these services offer paid and free options.

Some people are happy just to use the free option of the service which they select.
But, of course, it is worth considering an upgrade to their paid services if you find the free option reliable but limited.

A service that I have heard excellent feedback about is PRweb at www.prweb.com/ This well established service is possibly the largest on the Internet. They no longer offer a free option.
Even if you decide that you will probably use another service to distribute your next press release, make sure that you visit their site for advice and the guidelines which your press releases must meet to be distributed through PRWeb.

Another Press release Internet-based service is prlog.org
This free service allows you to:

• Include HTML (clickable) links in your press release.

• Use multiple categories and keywords

• They provide spam protection on your email address, and a free press release account.

• You can schedule your press release.

PRlog distribute to Google News and various search engines.

I have not used PRlog at this time but have read some glowing recommendations from people with good reputations.
It seems that it would be worth your time to check it out along with PRWeb.

I would not discard the idea of trying some of the paid services because you will probably find that your press releases get better distribution when you use them and the distribution is often completed more quickly so you don’t have to wait for the results to come in.

I have never heard anyone complain about the money they spent to send their press release through a company like PRWeb but keep in mind that there are no guarantees with press releases, however much you pay or sweat over its preparation.

Good preparation and paying a professional rate just make the gamble a little bit more likely to produce the results you need.

All press releases should follow a specific format.
The first line on the top left of the page should state when the information may be used by the media; either "For immediate release" or “For release from 11/15/2010".

Follow that with an attention grabbing headline.

You should spend some time writing several headlines before deciding which one you would use.
The headline can be a major factor in whether the reviewer for the distribution service and the media ever read through the rest of your press release.

If they don't, then the whole all your effort to produce and distribute your story is wasted.
A strictly factual headline with no spark of life in it is not likely to succeed against all the other press releases which the reporter or editor has received that day.

You can use your local or national newspapers to get some idea of the type of headline of which the professionals create to attract your eyes.
The next section of your press release should contain your contact information. Give them as many options as possible and make sure that all the details are correct.

Give the full contact details of the person that will represent your business with the media.
Put a special page on your web site for the media to get your press releases online or by email. Do not advertise this page to the general public.
Have downloadable copies of your press releases available in PDF format for offline printing and which can be read with the free Adobe Acrobat Reader and also in rich text (.rtf) format which some journalists may want so they can easily edit and format it to suit their publication.
The e-mail address you use should appear professional and be one that you check frequently.
If you get a lot of emails, set up a separate email address just for the media so that you will see and can respond to any messages quickly.
For each phone number that you include, add the hours when you or a reliable adult will be ready to answer any questions which they have.
Many people put a short outline of the most important information you are providing before the full story. This is likely to be helpful to and appreciated by media people who are approaching a tight deadline.
Keep this to no more than three (interesting) sentences if possible.
The next section is the first paragraph of the actual press release. This should include the most important facts and answer the traditional Press questions; who what when where and why.
While you are preparing your press release or any other writing for the media, keep in mind that the critical point which will decide whether your story is used is not the benefits for your business but the level of interest which the story is likely to create in the readers of the publication or the viewers of the television program.
That interest may be based on real news value, novelty or human interest.
But, if there is no news value there is not likely to be any interest from the readers or the media in your story.
If it’s about a new product, focus on how this will benefit people in the community rather than the company’s bottom line.
Always use the full web address for your links in the story. These will become clickable in media that allow it but will also remove the chance of errors by people that see and then type in the web address on their computers.
End your press release with three hashmarks ### on a separate line.
Try to keep your release to a single page. Always number the pages if you have more than one. Put “more” on a line by itself at the bottom of each page except for the last one.
Keep your story is simple and straightforward.

Keep your paragraphs short with only one idea or action per paragraph.
If you are promoting a book or some small product, provide a sample. But, don't expect that the release will be used or the sample returned.

Don't contact the media about whether they have received or will use your information.
Don't wait for that press release to appear in the media.

Just get started on the next step in your promotional campaign.

Remember to treat all media people well, whether they represent the smallest local or the largest national publications. They have long memories and always remember any perceived slight or let-down.
Check with each media contact about the way they want your releases delivered – some may still prefer mail.

Always keep your word about returning phone calls or providing requested information, samples or anything else.

Their deadlines are always pressing and you may cause them more problems than you realize if you don’t get the promised material to them on time.
Create a list of media contacts and keep it up to date. Sending a release to “The Cooking Editor” will not get as warm a reception as addressing it to “Ms Suzanne Perrier, Cooking Editor”.

You don’t have to contact each individual to find out their name – just call the receptionist at the newspaper or magazine office.

Learn to remember names and other details for the time your notebook got wet. It’s really easy and can pay great dividends in your personal as well as your professional life.

Look in your favorite search engine for “media directories”, "press release distribution services” and “news distribution services”.

Some people believe that the only value which counts is the effect on the bottom line of their business in the weeks after the press release has been circulated.
But there are other considerations which should be kept in mind.

Your press release, if it is picked up and used by media outlets, will probably reach many potential customers that do not use the Internet or do not know of your business through other means.
The cost of preparing and distributing a press release through the Internet is low, especially when considering the potential benefits which could accrue.

The main cost is for your time or that of the employee or contractor who prepares the actual release.
There is also an implied credibility which is attached to a positive news story about your business. This can have benefits for months after the paper where it originally appeared has been used to line the parrot cage.

You should always ask the publisher for permission to use the story and/or photograph for your own promotion. Permission is unlikely to be refused but it is possible.
There may be conditions on the use you can make of it and you should confirm the wording and size of any credit line which they require you to put near the story or photograph.

Some publishers do not allow other people to use their stories or pictures on the Internet.
Of course, you can pay for one of those advertorial stories which are always accompanied by an advertisement from the business in the same publication. But, they cost a lot and have limited credibility with the public or media.

Getting your first press release published in ‘real media” can be a great feeling. With the shrinking amount of available media and the increasing demand for space, a story that is positive and not paid for is a real coup.