Despite the noise that press release is no longer a powerful public relations tool, it is here to stay. They remain effective because they produce results.
Writing a release for business is a great method to gain publicity, disseminate the word about your company, and position your business as an industry leader. Even you are a startup, knowing how to craft and distribute a release can help your business to take off.
Check out these 8 tips in writing a press release for your small business:
- Write a newsworthy content.
In order for you to determine if it is newsworthy, is to ask “Why should the readers care?” Your content should create an impact to the people outside your business, including the visitors, customers, investors and reporters.
Ways to check a newsworthy content:
- Is it timely? Does the content matter right now? Is your news related to a hot issue happening right now?
- Does it have an impact? Who are the people affected by your story? If more people are affected by your news, the more people will pay attention to it.
- Does it involve popular names. Are you mentioning popular brands, companies or people in your news? If known personalities are involved in your story, you should have a newsworthy content.
- Proximity. Startups and small businesses should pitch to local reporters and publications because distance matters. You can have a greater chance of getting publicity on the local or regional outlets than a national one.
2. Write an attention-grabbing headline.
The headline is the main focus in a release. Most journalists assess the quality of the headline and decides whether they deserve media coverage or not.
Headlines should be short and sweet. It should be free from jargons, grammatical mistakes and written in active voice.
The headline should describe what the readers can expect in the content. If you need to add more description to the headline, you may add a subheading.
3.Keep it short.
The body of the release should be short. The first paragraph should answer the what, when, why, who, where and how questions.
For instance, if you’re a startup dealing with computers, you should include all the vital information in the first paragraph. Stick with the facts.
To improve the possibility of coverage, don’t skip the main facts that should be seen in the introduction. Don’t assume that reporters are going to look for what your announcement is all about, or find other details they need to know about your story.
4.Have a story.
A good business release doesn’t have to be stiff and boring. Write a story to inspire the readers to know more about your offering.
After writing all the facts, include a brief story about your product. You may write how your small computer business started, or where you got your fund to begin it.
A story makes your content have a human element. People can relate more if there’s a story behind your successful business.
Press releases with multimedia, such as images, video, stats or infographics are read more than those full text releases. Images and videos make a content interesting and interactive.
It makes the content easy to digest. Moreover, it gives them a reason to learn more about your story.
6.Include a quote.
Quotes from one of the top executives of your company or customers makes your content credible and trustworthy. Include quotes from people who are directly affected by your announcement.
Quotes are useful for reporters as they can directly pull it from your release and use in the story they are working on. It also adds life to the release aside from the factual content of the release.
Don’t forget the boilerplate that gives you a chance to highlight what your company does. It is like the about us section, where readers can learn more about your new startup business. Don’t forget to provide a link to your webpage, so they can visit your site and learn more about your company and your offering.
8.Include a media contact.
Don’t skip the contact information that provides details about who to contact once the media is interested about your story. The contact person should be the main contact with the press.
Write the contact number, email address and mailing address. Make sure that they are all working and the contact person can be reached through the given information.
Aside from that, ensure that your story is engaging and interesting. Write what the readers can benefit from your announcement.
After writing your release for business, you need to distribute it to ensure that your story gets its needed exposure. Collaborate with reputable press release distribution channels, such as Newswire, PRWeb and Business Wire to ensure that you meet your business and PR goals.