Getting the ‘Good News’ Out About Your Small Business
Ways Small Business Owners Can Dump Cookie-Cutter Press Releases
You are excited about your latest co-venture with another local business, you know this collaboration will be great for the local economy and benefit your area; it’s just the type of news story your local paper will run. Well…Maybe. If you are sending out the old cookie cutter press releases about your small business that have been used since the dawn of time, you’re great “story idea” might get deleted along with the dozens of other press releases newsrooms get every day.
Help Them Do Their Job
Just like many businesses around the country, newsrooms are doing more with fewer people. So whatever you can do to streamline their jobs will get you noticed. Gone are the days of press releases just being fact-filled paragraphs, you need to think the way a reporter would think– tell a story and use bullet points. Many of the local business stories you see on-line were probably copied and pasted from a press release. When most of the work is done for the local paper/TV station/blog then they are much more likely to run your story.
Have a Compelling Lead
Make people care, even if it’s something mundane like a new hire or event announcement. If your company is hiring, lead with a number of jobs you are bringing to the area. Even 5 new positions could get a news editor’s attention.
What’s the Benefit
You have to convince each individual member of the media to think you’re worth publicizing. And you want to know the truth? They want to catch as many eyeballs as they can, so they are going to run stories about businesses that can benefit other people. Tell them how you’re making a difference. That’s a heart of a true human-interest piece: something honest that makes people feel connected to the story.
Say More with Less
Remember, they have limited time, editors and reporters are glancing over dozens of press releases a day. While your business and its press releases may feel like they require a lot of background information, try to say more with less. Put the best pitch information near the top and save the background information for the bottom paragraph.
Sometimes “good news” publicity can be more powerful than advertising so writing a great press release is worth your time and effort. For everyday branding tips, subscribe to the Razor Branding blog.
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