Press releases can be a great way for small business owners to generate publicity about their products and services. A good small business press release provides informative, newsworthy content. They don’t have to be difficult to write, but they are structured a bit differently than traditional sales copy or informational content. Here are 9 tips for writing your small business press release.
- Write for journalists – Your target market for press releases is journalists who are writing larger stories or features. They are looking for interesting stories, ideas, and tips their readers can use, so avoid sales copy and try to be objective.
- Have a strong lead – Your first paragraph should communicate your key message quickly and concisely. Write an attention grabbing headline and use your first paragraph to summarize the who, what, when, where, and why of your story. Journalists see thousands of press releases each day, so you need to capture their attention in just a few seconds. Why should they keep reading?
- The 5 W’s – While the first paragraph should summarize the who, what, when, where, and why of your story, the rest of your copy should include the key details that make your story interesting. Provide journalists with useful information about your business, services, or events.
- Brainstorm angles – Your press release needs to be more than “just the facts.” What makes your story unique or special enough that journalists should write about it. Does it tie into current events? Holidays or seasonal trends? Social issues? By finding a hook, you can attract journalists’ attention and give them a reason to write about your business.
- Why are you unique? Journalists get updates on business launches, new websites and new employees all the time so focus on why your story is newsworthy. Why should anyone care?
- Be concise – Your news release should be easy to scan so journalists can understand the point quickly. Don’t bother with promotional materials, industry jargon, or unnecessary words.
- Include real life stories – Try to include a real life example of how your business solved a key problem or helped the community. These help communicate the benefits of using your services quickly.
- Add an About section – At the end of your press release, include a brief paragraph summarizing who you are, what you do, and a link to your website for more information.
- Don’t forget contact information – If a journalist finds your press release interesting, they may want to talk with you. Include a contact name, email address and phone number so they can reach you quickly.
By following these 9 tips, you can quickly write an effective small business press release that grabs journalists’ attention and compels them to tell your story.