Getting your story in the news is one of the most effective ways to promote your business and attract potential clients. Most people turn to newspapers, magazines and on-line publications for information, so publishing press releases regularly can greatly increase your exposure and establish your identity with the public. It’s especially useful for small and startup businesses because it is relatively cheap, so they don’t have to sacrifice limited resources for publicity.
Some of the advantages of free press include:
- Low cost. A lot of newspapers will publish your press release for free because it helps them fill editorial space with quality material without having to spend resources on reporting and editing. In most cases, all you will have to pay for is postage and printing, unlike print ads where you have to buy ad space and pay designers and copywriters.
- Credibility. People tend to think more highly of products that are featured in reputable newspapers and magazines. With a well-written press release, both you and your product will sound professional, and people will be more willing to give it a try.
- Targeted audience. You can control who reads your press releases by choosing which publications to submit to. For example, if you are selling kitchen products, you can submit your article to home design magazines. This ensures that your product reaches the right people, and increases your chances of getting customers.
Increasing your chances of getting published
Not all publications will agree to run your article. You have to convince editors that your business is credible and fits in with their editorial and corporate policies. Here are some ways you can increase your chances of getting published.
- Follow proper format. Write “PRESS RELEASE” on the upper left of your company letterhead, and “FOR IMMEDIATE RELEASE” unless you want to schedule it for another date. Your name and contact information should appear underneath, followed by a blank line and a centered headline.
- Be clear and concise. Keep your headline short but informative. Use your judgment in deciding which details are most interesting and should be mentioned in the title. Tell the gist of the story in the first paragraph. Remember, some people only read the first part of the article, so it’s important to pack as much information as possible in the first two paragraphs.
- Provide company information. Write a brief description of your business in the last paragraph. Keep this short as well – people are interested in your product, not the history of your company. Include detailed contact information. You will appear more authentic if you provide a street address, fax, and phone number instead of just an email address and website.
One last reminder -
When a publication accepts your story, you can use the published article to get into other publications. Include a clipping of the article in your next submissions. This will greatly improve your credibility and make your business more appealing to editors. Keep submitting new articles on new products, or developments in existing products, so editors will know your business is stable.