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Small Business News Releases
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Version 1 Ok027pre1.doc |
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Version 2 Ok027pre2.doc |
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Version 3 Ok027pre3.doc |
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Important Note:
Please be sure to save the template to your hard drive; then open the file from within Word before making your own changes.
Press coverage is, perhaps, the single most overlooked marketing opportunity for small businesses. Pound for pound, a positive story in a magazine or newspaper, on the radio or television, buys more interest in your products, services, and ideas than the best advertisement. Why? Because the people who write the articles and broadcast the commentary have an audience that trusts them to present facts--not hype.
Don't have any news? Think again. The business editor of your newspaper wants to know about the unique services you offer. Trade magazine columnists want to know about your products.
Radio interviewers want to quote your expert opinions. Doubt it? Look and listen - savvy entrepreneurs are featured in the news all the time. The difference between you and them is that they let the press know what they were up too - in many cases, using a simple news release.
The key to creating a good news release is to look at your product, service, or idea through the eyes of the reporter. In other words, not to write an ad but to write a story.
Start with a headline that gets the reader interested. Instead of focusing on the benefit to you, such as "Sampler Software launches new database security system," focus on the interests of the reader: "IT professionals site database security as a major concern for mid-sized businesses."
Use the opening paragraph to tell the whole story using the journal's who, what, where, when, and why formula. Remember, you are not writing an ad, you are writing a news story. As tempting as it might be to add adjectives and opinions, stick to the facts.
Use the body of the release to fill in the important details. Include the most illuminating facts and figures and a quote or two from a recognized expert and/or one of the principal players in your organization.
Close your release with a one paragraph summary of your organization-what it is and what it does--"Sampler Software has been a leader in database security for fifteen years,"--and so on.
Provide enough information for the writer to construct a short piece or to get them interested enough to call for an interview. The general rule on length? Keep it to one or two pages.
If you think a more complete explanation of your industry and how your organization fits within it is necessary, add a "backgrounder." This support page might include a brief history of your organization and the people who make it go. It might include a profile of the people you serve, your mission, and other details you think might be valuable to helping the reader better understand the context of the news.
Include the name of a contact person in the left margin along with their direct phone number and e-mail address. They should be well prepared to answer tough questions about the policies and practices of your organization. Remember, publishing a news release does not guarantee coverage. And if there is a negative side to the story, you can't rule out the possibility of a reporter choosing and using it.
Don't forget to include illustrations. A photographic print or slide that helps explain the story may be the puzzle piece that convinces the editor to go with your story. If you do, attach a sheet that includes an informative caption and credits the source of the photograph.
Print the final release on high-quality, stationery grade paper and mail it flat in a commercial, 9 by 12 inch white envelope with a mailing label.
All templates are compatible with the C5000 Series, C7000 Series and C9000 Series digital color printers from OKI® Printing Solutions.
Template design by: Chuck Green, Logic Arts (804-266-7996,
www.ideabook.com);
Headline font: Impact, Adobe Systems (800-68-ADOBE,
www.adobe.com);
Photograph: from ClickArt 200,000 (1-800-973-5111
www.clickart.com)
Microsoft, PowerPoint, Microsoft Word and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
