Getting your business news out there is essential to building brand awareness, whether it be locally or within your chosen industry, but it can be hard knowing where to start. First of all, there’s the actual writing of a press release and knowing what’s newsworthy, and once that’s done and dusted, you’re faced with the task of getting publications to cover it – it’s no walk in the park!
So, to make things a little easier, we have some top tips to bear in mind throughout all stages of a press release that will help you get noticed from headlines to hassling journalists…
Knowing what’s newsworthy
As a small business, you may feel that there isn’t much worth shouting about in comparison to the big stories you see online, but all you have to do is dig a little deeper and get creative. If you’ve launched a new product or service; does it do something that others in your industry or region can’t? If you’ve appointed a new Director; what are they going to bring to the business to propel you ahead of your competitors? It’s all about putting an interesting spin on things so that journalists read your news piece and feel it’s worthy of being included.
Heavenly headlines and killer content
Your headline has to have impact – it’s the first thing a journalist or any audience will read so give it some punch and make sure it grabs attention. Similarly, when it comes to the actual body of your press release, the opening sentence ideally needs to answer as many of the “five W’s” (who, what, where, why and when) as possible, whilst still delivering some excitement to drum up interest.
Clear and concise wins the race
An average press release should be around 1 side of A4 – in reality this is just a couple of paragraphs and a quote or two. It can be easy to waffle and include unnecessary sales information, but don’t forget you can include background on the business in the notes to editors, rather than cluttering the main body of text. To break things up, try using sub-headings and bullet points which make information easy to digest, particularly if you’re including figures or statistics.
Get snappy – everyone loves photos
If you include an image with your press release, it is likely to increase the chances of coverage in your chosen publications. People love to put a face to a name or see your product in action and an image can break up the bulk of text on a page. Just remember to reduce the file size if it’s too big, as it will clog up journalist’s inboxes and may even stop the email from reaching them. Why not also provide an infographic as a visual representation of your statistics?
DIY when it comes to uploading
Journalists are swamped with hundreds of emails every day asking for coverage in publications, and particularly for small businesses, to do it yourself. There are some digital publications where you can upload your own news and share it on social media, so if you don’t have time or confidence to hassle journalists then the DIY approach is the perfect solution to begin with. But, people like us are always on hand if you’re ready to really shout your success from the rooftops!
Sometimes, making the time to put all of the above steps into motion just isn’t doable as a small business, particularly when juggling staff, accounts, clients and everything in between. That’s where we come in, and quite simply, become your MiniMe. We can work with the passion and dedication of an inhouse marketing team, to write compelling news stories and boost brand awareness in your target areas. If this sounds like something you would like our support with, give us a call on 01925 963 651 to arrange a free consultation, and please do let us know if you’ve given any of our tips a go, and what the outcome was!