| Your competition is in the paper again. They were | | | | what you do for others that is important. It's not a big |
| cited for their expertise in their field. Why does this | | | | story that a plumbing service offers fast service. But it |
| keep happening? Why can't your company be | | | | is a story that the plumbing company is the first to get |
| interviewed for these articles? In a few words, the | | | | a special machine that saves customers time and |
| answer is good press releases. The competition is | | | | money. It is not a story that a local restaurant serves |
| being used in the media because they are making | | | | tasty steaks, but it is relevant to people if it is the only |
| themselves available to the media. Not just as a story, | | | | restaurant that uses local beef in its dishes, thereby |
| but as a resource as well. Your company can do it | | | | supporting the local community of beef cattle ranchers |
| too- all it takes is some careful planning and excellent | | | | and serving the freshest beef possible. |
| writing. | | | | If you are stumped for a story, that's okay. Just hire a |
| It all starts with a story. Not just any story, a story that | | | | professional copywriter that has experience writing |
| is relevant, useful, or newsworthy. If you have no story, | | | | press releases. If you are uncomfortable talking to the |
| you have no reason to write a press release period. | | | | media about your story, hire a public relations expert or |
| Think about what your company does; the services it | | | | firm. It pays to write and distribute press releases |
| provides. Why is your company useful in the scheme | | | | correctly to ensure maximum effectiveness. |
| of things? Are you a plumbing service that specializes | | | | Think about what your firm does for others, write a |
| in fast service? How about a restaurant that prides | | | | good press release, then make yourself or your |
| itself on serving the best steak in town? Regardless of | | | | company available to the media whenever they need |
| what your business does, you need to focus on what | | | | your line of expertise. Then, perhaps next time you |
| it does for people, for the community, or for your town. | | | | pick up the paper, your firm will be right there in black |
| A story is really not about your business- it's about | | | | and white. |