I have always been a big fan of using press releases and leveraging the media to help grow your business. If you are bootstrapping and do not have a lot of startup capital the media can be your best friend. By convincing journalists to write an article about you they do the work of introducing you to thousands of people who otherwise would not have heard of you.
Here are the 4 key steps to a winning press release strategy:
1 – Choose a Compelling Topic
You need to write about something that is unique and interesting. If you are an average company doing average things in an average industry the media will not write about you. You need to have something different. I started with my first company when I was 19 years old. My two partners were in their early twenties as well so we always used our young age as a point to highlight.
With my current business I comment on a number of small business trends and issue a new press release three times a month. Each one is on a compelling topic that stands a chance of being picked up by journalists. It has paid off with numerous local, national, and international stories being written about me.
If you are stuck thinking of ideas to write about consider some of these: Report a new study of your own and your analysis or forecast, Create a contest and offer a prize that’s newsworthy, and Create an award to honor individuals in the community.
2 – Write the Press Release
The most important part of writing your press release is to choose a headline that will capture attention. If your headline is not compelling, the reporter will not read the rest of your release. You need to make sure the headline will convince the reader to continue reading. When you are writing the press release you should do it in the 3rd person (use it, he, she instead of you or we).
Always use quotes and information to back up your statements – journalists love statistics and it makes your arguments look more credible.
Keep the text to 300 words, make sure you answer the questions who, what, where, when, why, how, and always spell check before you send it off! It is also a good idea to have someone you know read it over before you finalize it. Finally, reporters are often on deadlines so make sure you provide them with the details on how to get in touch with you during and after business hours!
I will continue on with Part 2 later on this week – stay tuned!
Evan Carmichael
I have been running MindSmack.com and other startups that I have bought and sold/part own and press releases and articles written about what we do and have done always seem to pull in the best traffic.
I look forward to reading (and acting on) part two…
Great post Evan.
I was just thinking this week that I really should write a Press Release.
Maybe I should wait until you post Part 2, but what do you think the best way to contact papers is, through PR agencies or directly?
Dave
Hi David – I’ve always been a fan of going direct. It takes more time but it works – especially if you’re on a budget!
Leveraging the media to help grow your business is one key to success and I agree with the most important part of writing your press release is to choose a headline that will capture attention…Armand rousso
Evan, your press release tips are right on the mark.
As a publicity expert, I get more questions about press releases than any other topic. And many of them deal with headlines.
I just wanted to let you and others know that I have a free press release tutorial that explains how to write and distribute press releases online. It’s called “89 Ways to Write Powerful Press Releases.” I devote an entire week to headlines.
You can opt into the course at http://www.PublicityHound.com/pressreleasetips/art.htm
It’s a very long tutorial. But please stay with it to the end. If you do, it will be like you’ve earned a master’s degree in how to write and distribute press releases.
I agree with Armand Rousso and Joan Stewart on the topic !
Cheers