Generate Free Publicity With Press Releases

Submitting press releases to the local media is a great way to generate publicity for your business and it is free. You can let your local customers know about what is happening at your business. Although it takes some time and effort, this is a great way to get noticed.

What is public relations? Reaching the public through media such as the newspaper, local television or radio. This is considered a third party endorsement, you did not pay for it and you were published. Keep in mind there are rules to follow.

Press releases should be just the facts. No fluff. Focus on your strengths. Remember that this is free; however, it will take you time to develop relationships with the local media players.

What is your story? You should have a press kit for your business. This includes the story behind your business. Overview of your business - how you started, where do you hope to go? Fact sheets - point by point facts about your business. This should be easy to follow points about your business. Bio fact sheets on the owners. What is the press already saying about you or what is going on in your business. What are your customers saying? Be sure and include photos.

Create a folder with your information. Overview and fact sheets and bio on the right hand side. Additional collateral such as brochures will go on the left side.

What to do with kit

Send to local media - make sure you know a name of the person talking about your business. Would your business be a good fit for the Money, Business, sports or local section of the newspaper? Make it easy for them to write a story or quote you in a story. Get to know who the local writer is for that section of the paper and send your information directly to them.

Know how your media contact prefers to receive their information. Keep a notebook on your media contacts and what they have been writing about. Drop them a card and show that you appreciate their writing. Call and ask them what kind of stories they are working on. Take them to lunch or coffee and get to know what they like to write about. Let you media contact know that you are always available for a quote, an interview or input on a story they are working on.

How to get noticed.

Make sure it is timely. Reminder, just the facts - no fluff. Include contact information. Include a boilerplate at the end. A boilerplate is a wrap-up statement about your company. Defines what you are, what you aim to be and how to contact you.

Make sure what you are sending is newsworthy. Not everything you think is newsworthy will get printed. Here are a few topics for a press release:

Business Opening

New Management

New hires

Continued Education

Special Program - partner with a local non-profit to provide a service or some kind of recognition.

Landed a big contract or connection



What should you include in a press release?

Your contact information with a date and location. A STRONG headline. Catch the reader's attention. The body of your release should be just the facts. It needs to be written in the third person. If there is a personal statement you would like to make, put it in the form of a quote. Then your boilerplate would go at the end.

What is your unique selling position? What are your strengths? What makes you stand out from the competition? Make sure these items are included in your boilerplate.

How often should I submit a press release?

As often as possible. Keep in mind that not every press release will be printed, however, the more often you submit a press release, the more likely you are to be added to the paper on a regular basis. Also, this will keep your name in front of your media contact when a special story is being written about your product or service.

As you can see, if you pay attention and watch what others in you industry are writing about, you will find some great ideas for press releases. Make it a priority to send out a press release about your business on a regular basis as part of your marketing plan.


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As you can see, press releases need to be a part of any business marketing plan. Visit Success With Press for assistance with writing a press release.