Press releases de-mystified

In a business world where social media networks play a huge part in how we interact and share information, knowing how and where to share that information is critical. Whether the idea is to share important business updates, make a sale, or engage and connect with customers, just one viral article or social media post can skyrocket your small business reach (and possibly even your profits)!

But when sharing information (whether accurate or not) is now as easy as a click of a button, what really makes something newsworthy? Is sharing on social media with the hope of going viral the best way to share that information...or is there another way to reach our intended audience?

That's where a press release comes in. 

What is a press release?

Hubspot defines a press release as "An official statement (written or recorded) that an organization issues to the news media and beyond." A Press Release has two targets: The first is aimed at your current audience, those already aware of your brand or company. The second is aimed at the media, responsible for distributing news to those who aren't currently your clients but who could convert to clients after reading the release.

Think of a press release as a fusion between marketing and journalism. Combined, the two create a powerful piece of marketing content and brand positioning tool for your small business. And with distribution possibilities that can reach local, regional, national and even international levels, a written press release offers tons of benefits for small businesses with relevant information to share. 

What makes something newsworthy enough for a press release?

Although there is no one cut-and-dry definition of "newsworthy" when it comes to a press release, it's easiest to think of it as a lifelong friend you only see occasionally, once or twice a year. Imagine having limited time to update that friend on the most important things that have happened in the past 6-12 months of your life. What would you tell them? Why is that piece of information important? How will it benefit that friend?

Some things to think about before sending a press release to the media include the following:

• Does the information I'm sharing solve my customer's problem?

• Am I demonstrating something unique or authentic about my business?

• Am I sharing or confirming something new about my business?

• Will this change the perception of the public on my business?

• Is the information I'm sharing attractive to the pocket of my customers?

• Overall, is it enticing to read and easy to digest?

Press releases are a powerful marketing tool for businesses of all sizes, not just large corporations and organizations. In addition, they are a low-cost (sometimes free) marketing tool that can rapidly and quickly increase your brand exposure across a large audience.

Why would a small business need a press release?

If press releases aren't already in your annual marketing plan, now is an excellent time to consider adding them. Press releases are a powerful marketing tool for businesses of all sizes, not just large corporations and organizations. In addition, they are a low-cost (sometimes free) marketing tool that can rapidly and quickly increase your brand exposure across a large audience. 

Here are a few other benefits of press releases for small businesses:

• They help establish a relationship with the press

• They can improve your SEO and boost search engine rankings

• They can increase traffic to your website and social media networks

• They send a clear message to your audience about what you stand for and who you're there to help

Newsworthy occasions where a press release would be beneficial both to your small business as well as to the public include:

• Major updates, such as grand openings, new partnerships, or ownership changes

• Recent awards such as community awards, product awards, or "Best of" business rankings

• New products or product lines, such as new menu items or offerings

• A business rebranding announcement to share what is changing, why it's changing, and what it will mean for your customers

• Responses to claims about your business or statements sharing your stance on a subject matter

What are the keys to a well-written press release?

Creating a press release isn't as simple as just throwing some information together on paper and sending it off to the press. If you really want it to gain public attention without the media charging you for advertising services, your press release has to be compelling enough for them to read. 

Not only must the content be attractive with an attention-grabbing headline, but it must also be of public interest. Therefore, to have a well-written and newsworthy press release, you need the following:

• A solid and compelling headline: You want a short headline that uses action verbs and gets right to the point.

• A clear and concise point: The first paragraph should share all the attention-grabbing information the media needs to know. Think of this as the "who," "what," "when," "where," and "why" of your story.

• An interesting quote: Strengthen the impact of your press release with a powerful quote from a key member or stakeholder of your business.

• Background information: Provide readers with a complete story by sharing additional valuable information that complements your information.

• Information about your business: The boilerplate information at the bottom of the press release should include the key information about your small business and how they can learn more about you.

Need some examples? Check out this list of great press release examples from FitSmallBusiness.com.

What happens after you write your press release?

So after you've taken your time to write up a compelling, newsworthy article, the next question is, what to do with it? Who do you send it to so it can start making its way into the public eye?

The best way to start getting your press release exposed is to send it directly to a journalist in charge of writing articles for that desired publication. Of course, this is easiest to do once you've already established a relationship with that journalist. However, blinding sending press releases to a media outlet is more of a reason why having a compelling headline and article is critical.

The second way is to send your press release to a press release distribution site. Depending on the audience and level of reach, some will press release distribution sites will send it for free. Others will charge a monthly or annual fee.

So next time you have something important to share about your business, don't just rely on your social media networks to get the information out there. Instead, try taking it to the next level with a press release. You never know what kind of impact it could have on your business!

Need some help bringing out the newsworthy buzz in your small business? I'm here to help! Contact me today for a complimentary 30-minute consultation.