| Most small businesses do little to no public relations | | | | uses it "As-Is." |
| (PR) to promote their businesses. The reasons are | | | | 4. Build a good distribution list. Identify the contacts of |
| fairly common. No one within the small business knows | | | | the media outlets for which you feel your story is best |
| the mechanics of writing a press release, and if they | | | | suited. Our firm distributes all PR directly to email |
| did, they don't know what to say. Instead, small | | | | contacts. If you can afford it, send a product sample or |
| business owners wait for a local reporter to stop by or | | | | other physical information to specific media outlets. |
| for a trade publication editor to notice them at a trade | | | | 5. Paste your release in your email message. Don't |
| show. Most small businesses are still waiting, but a | | | | send an attachment to a media outlet. Attachments |
| select few luck into their moment of fame; and when it | | | | such as Word documents may be picked up by virus |
| comes, Wow! what an impact it can have. | | | | protection software, and your release will never make |
| Since most small businesses don't do a lot of PR, the | | | | it to the intended recipient. Always put your contact |
| media is more responsive when they do. Media outlets | | | | information at the top of the release with the release |
| typically get releases from big companies, so a release | | | | date. |
| from a lesser known business will stand out. Here are | | | | 6. Get help. Although you may not need a full-time PR |
| a few secrets to getting your release picked up: | | | | firm for day to day business, it could be worth the |
| 1. It can't read like sales copy! Put yourself in the | | | | investment during the launch of new products or |
| reporter's shoes. Read your release and ask yourself | | | | services. A PR firm will get you better results and |
| "is this really news?" A press release that reads like a | | | | save you time since it is their business. There are also |
| promotional flyer will never make it into print or prompt | | | | many good freelance writers who can help create |
| a reporter to call for an interview. | | | | press releases. A well-written release can get you a |
| 2. Create a good headline. This is your one chance to | | | | lot of mileage. |
| get a reporter's attention. Keep it short and catchy. | | | | Long-term PR can really impact the bottom line. People |
| Again, it can't read like a billboard advertisement or it | | | | read and listen to stories more than advertisements. If |
| will go in the trash. | | | | done properly, PR can put your company in a very |
| 3. Keep your release to one page typed at a 10 font | | | | high profile position. The recognition can impact existing |
| double-spaced. Three to five paragraphs are enough. | | | | customers and help bring in new ones. Often your |
| Don't tell your whole story because the purpose of the | | | | partners and vendors feel a positive affect from your |
| release is to spark enough interest that someone will | | | | PR as well. By following these simple guidelines you |
| contact you to write a complete story or schedule an | | | | should have a foundation to get PR started for your |
| interview. Do tell enough of the story so that it stands | | | | business. |
| alone without further explanation in case someone | | | | |