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Whether your business is a start-up or has been in the game for generations, if your firm warrants attention, why not reach out to a local paper or e-zine for a plug? Community-centered newspaper groups like “Snap” – in Eastern Canada, Ontario and BC – are a good place to test your public relations skills. Check out the Q & A below to learn some press release basics (PR tips) for small businesses in Canada.
What is a press release?
A press release is a piece of written communication you send to members of the news media that announces something newsworthy. A press release should hook an editor’s attention. Aim for succinct: provide the necessary information, but leave it up to him or her to write the full story.
Is my small business really newsworthy?
Are you breaking out a new product line? Hosting a charity event? Switching over to green technology? Press releases announce a range of news items such as these. If your business just earned an award or received a major investment, don’t hesitate to go public! Your latest accomplishment deserves attention.
Who typically uses press releases?
Public relations professionals use the press release as a tool to promote their clients’ products or events. A large firm might employ a release to announce a new product or service, or a change in corporate structure. As the owner of an independent enterprise, you can learn to approach the media and get in on the game.
What should my small business press release say?
Provide reporters with the basics they need to develop a feature story. Remember that news editors are busy and can be impatient with submissions that do not follow formatting formulas.
Don’t try to be fancy - following the rules is your best bet for getting read. Your story must merit interest on its own, but make sure you craft your submission according to industry guidelines.
Elements to Include, and PR Tips for Formatting Your Small Business Press Release:
- Timing Release: This comes first. If your press release is set for immediate release, indicate that: “For Immediate Release.” If it is seasonally contingent, indicate as such: “For Release before Christmas Day, 2010.”
- Contact Information: An interested reporter will need to get in touch. Make it easy. Under the heading “For More Information” state your name, phone number, email, and mailing address.
- Headline: Here’s your chance to hook your reader’s attention while briefly summarizing your news. Ninety per cent of all advertising depends on the effectiveness of a headline – the same goes for your press release. You must be succinct, informative and exciting – not always an easy task! Write 5-6 viable headlines then put your press release away and sleep on it. When you return to your choices, you’ll judge them with a fresh perspective. Test them out on friends, family, business partners and employees.
- Dateline: This part is easy. Provide the date of the release and the city where it originates. Use a dash after the city and then start the body of your release. For example: “May 5, 2010 - Red Deer, Alberta - Today in downtown Red Deer...”
- Double-Space Your Body Text: As you get set to write the body of your press release, remember to use double spacing. For the news media, this is industry standard. Anything else might discourage an editor from reading your release.
- First Paragraph: Great! Your headline worked, you have your reader’s attention. The opening paragraph is your place to summarize your news. Answer the W5: Who, what, where, when and why? Be direct and to the point – an editor’s time is tight.
- Body: Moving right along…The body of your text provides further explanation, necessary statistics, your business’s history or background, and any other details relevant to your news. Again, be brief and succinct.
- Quotes and Credentials: Most newspaper stories will quote some type of source. If you are the source, supply credentials to add legitimacy. For example, “We are so proud to have received this prestigious award in recognition of our business’s community service,” said Helen MacFarlane, owner of Red Deer Ice Cream Co. Read through a newspaper to get a feel for the right style and phrasing.
- Call to Action: Do you want a reporter to interview you? Or visit your website? Tell the reader of your press release where he or she can gather more information. Again, get to the point: “Helen MacFarlane is available for an interview.”
- Close: Add the “###” symbol. This signals the text is at the end.
Now that my press release is written, how do I submit?
By fax, email, or snail mail. The assignment editor at the newspaper, magazine, or e-newsletter you are targeting will list contact information and preferred method of submission on their website.
What about timing the press release?
If possible, don’t wait until the last minute to approach the media. Give the editor enough lead time to respond to your submission before your news has expired.
Editors can move very quickly, but they can also lose track of your small business press release in their voluminous correspondence. If you don’t hear back right away, follow up with a phone call or email. It is worth the effort. As your business grows and becomes part of your community, you will recognize the local news media as a powerful and cost-effective marketing tool. Submit your best effort. Have someone read through your press release to catch any typos.
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