The Art of the Press Release for Small Businesses

What is a Press Release and What Should it Do For My Business?

A press release is designed to communicate important company news, events, or developments directly to the media and public, with the objective of gaining media coverage and public attention. For small business owners, it serves as a strategic tool to enhance visibility, establish credibility, and reach potential customers and stakeholders efficiently. When issuing a press release, small business owners should set realistic expectations: it is unlikely to generate widespread media attention unless the news is particularly groundbreaking or tied to a significant trend. The primary aim should be to articulate the news clearly and professionally, targeting relevant media contacts and outlets that cater to their market or industry. Success should be measured not just by the breadth of media coverage, but also by the quality of engagement it stimulates among the intended audience.

Top 10 Considerations and Challenges When Issuing a Press Release

Distributing a press release that effectively gets results presents several realistic challenges for small business owners. Understanding these challenges can help in devising more strategic approaches to press release distribution:

Visibility Amidst Clutter: The media landscape is saturated with press releases and news alerts every day. Making your press release stand out amongst numerous others competing for the same attention is a significant challenge.
Relevance to Media Outlets: Ensuring that the content of the press release is relevant and interesting to journalists and media outlets is crucial. If the release does not align well with their audiences or beat, it is less likely to be picked up.
Timing and Scheduling: The timing of the release can impact its effectiveness. Releasing news when it is drowned out by bigger, national stories, or outside of the optimal times for media engagement, can lead to missed opportunities.
Building Relationships: Small businesses often lack established relationships with journalists and media outlets, which can limit the reach and impact of their press releases. Building and maintaining these relationships is time-consuming and requires consistent effort.
Resource Limitations: Small businesses typically have limited resources in terms of both budget and manpower. This can affect not only the quality of the press release content but also the ability to distribute it widely through paid services or comprehensive media outreach.
Measuring Impact: Another challenge is effectively measuring the impact of a press release. Without clear metrics or tools to track engagement, coverage, and the subsequent influence on public perception or sales, it’s hard to gauge success and adjust future strategies.
SEO Optimization: In the digital age, a press release needs to be optimized for search engines to increase visibility online. Small business owners may struggle with SEO best practices, which can hinder the online performance of their press releases.
Follow-up: Getting media attention requires follow-up after the initial distribution of the press release. Small businesses often underestimate the time and effort needed to engage with journalists post-release to encourage coverage.
Adapting to Digital Platforms: With the rise of digital news platforms and social media, press releases need to be adaptable in format and content for different channels. This adaptation requires an understanding of various digital platforms and their specific needs, which can be a steep learning curve for some.
Legal and Ethical Considerations: Ensuring that the press release complies with legal standards and ethical norms is crucial. Missteps can lead to legal repercussions or damage to the business’s reputation.

By understanding these challenges, small business owners can better prepare and tailor their approach to overcome them, thereby enhancing the effectiveness of their press release efforts.

Crafting an Effective Press Release: A Guide for Small Business Owners

In today’s fast-paced media environment, a well-crafted press release can be a pivotal tool for small business owners to boost visibility, announce important news, or manage public perceptions. This comprehensive guide is divided into two essential parts: drafting the press release and distributing it effectively.

Part 1: Writing and Drafting the Press Release

Understanding the Format of a Press Release

The first step in drafting an effective press release is to understand its format. A standard press release should follow a concise structure that includes:

Headline: This should capture the essence of the news in a compelling way to grab attention.
Dateline: This includes the release date and originating city.
Introduction: The first paragraph should answer the who, what, when, where, and why of your news.
Body: Expands on the details provided in the introduction, including any background information, statistics, and other relevant details.
Quotes: Insert quotes from key stakeholders to add credibility and a personal touch.
Boilerplate: A brief company description that follows the news content.
Contact Information: Ensure you provide contact details for further inquiries.

What Information to Include

To make your press release stand out, focus on including information that is not only newsworthy but also relevant and engaging:

Timeliness: Ensure the information is current and has immediate relevance.
Significance: Show why this news matters to your industry or community.
Uniqueness: Highlight what makes your news different or first of its kind.
Human Interest: Connect your news to human experiences or stories when possible.

Incorporating Quotes

Including quotes from company leaders or relevant stakeholders adds a human element to the release, providing a voice that resonates with the media and readers. Quotes should be:

Relevant: Directly related to the core news in the release.
Personalized: Reflect the speaker’s personality and position.
Impactful: Deliver a strong message or opinion that adds depth to the announcement.

Sample Press Release Template

**FOR IMMEDIATE RELEASE**

Contact: John Doe
Title: PR Manager
Company: XYZ Corp
Phone: 123-456-7890
Email: johndoe@example.com

**XYZ Corp Announces Launch of New Eco-Friendly Product Line**

Denver, CO, [Date] — XYZ Corporation, a leader in sustainable technologies, is excited to announce the launch of its new eco-friendly product line. This innovative new offering is available starting [Date] and represents a significant step forward in our commitment to environmental sustainability.

“The introduction of our eco-friendly product line is a milestone in our journey towards sustainability,” says Jane Smith, CEO of XYZ Corp. “These products not only demonstrate our dedication to innovation but also our responsibility to the planet.”

The new product line includes [brief description of products]. These products are designed to [describe benefits and why it matters].

About XYZ Corp:
[Boilerplate Information about the company, its mission, and its achievements]

For more information, please visit our website at [Website URL] or contact our media team at the details provided above.

Part 2: Defining the Purpose, Distribution, and Media Engagement

Defining the Purpose of Your Press Release

Before distributing your press release, clearly define its purpose. Are you announcing a new product, an event, or a significant company change? The purpose will not only shape the content but also determine the target audience and the best distribution channels.

Distributing the Press Release

There are several ways to distribute a press release, including:

Direct Distribution: Sending directly to journalists and media outlets you have relationships with.
Distribution Services: Using platforms like PR Newswire or BusinessWire, which can expand your reach significantly.

Pros and Cons of Using Distribution Companies

Pros:

Broad Reach: Access to a vast network of media outlets both locally and globally.
Time-Saving: Streamlines the distribution process.
SEO Benefits: Some services offer SEO benefits that help your press release rank higher in search engine results.

Cons:

Cost: Can be expensive, especially for a small business.
Less Control: Once distributed, you have less control over where and how the press release is used.
Dilution of Message: There is a risk that the message may be diluted if not targeted correctly.

Tips for Media Pick-Up

To increase the likelihood of the media picking up your story, consider the following tips:

Target Relevant Media: Focus on media outlets that cover your industry or community.
Personalize Pitches: When possible, personalize your pitches to show you understand the journalist’s beat and audience.
Follow Up: Don’t hesitate to follow up with a phone call or an email to ensure your release has been received and to offer additional information.

Conclusion

A press release is a powerful tool for small business owners to manage and promote their brand’s image and news. By understanding how to craft and effectively distribute a press release, businesses can significantly enhance their visibility and credibility in their respective industries. Remember, the goal is not just to inform but also to engage and persuade your audience, making your news a topic of conversation and interest.

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Timothy Kelly

Tim Kelly was the Founder of ForexTV. Tim sold his ownership interest in the company in 2019, but continues to be a major editorial contributor.

Since its inception in 2003, ForexTV has been a global leader in forex news and has expanded its news coverage to multiple industries. ForexTV is now one of the most recognized brands in global financial news. Mr. Kelly was also the creator and founder of Retirement Intelligence.

Mr. Kelly is an expert in data modelling, technical analytics and forecasting. Tim has extensive experience in online marketing, search engine optimization, content development and content distribution. He has consulted some of the top brokerages, media companies and financial exchanges on online marketing and content management including: The New York Board of Trade, Chicago Board Options Exchange, International Business Times, Briefing.com, Bloomberg and Bridge Information Systems and 401kTV.

After leaving management of ForexTV in 2018, he continues to be a regular market analyst and writer for forextv.com. He holds a Series 3 and Series 34 CFTC registration and formerly was a Commodities Trading Advisor (CTA). Tim is also an expert and specialist in Ichimoku technical analysis. He was also a licensed Property & Casualty; Life, Accident & Health Insurance Producer in New York State.

In addition to writing about the financial markets, Mr. Kelly writes extensively about online marketing and content marketing.

Mr. Kelly attended Boston College where he studied English Literature and Economics, and also attended the University of Siena, Italy where he studied studio art.

Mr. Kelly has been a decades-long community volunteer in his hometown of Long Island where he established the community assistance foundation, Kelly's Heroes. He has also been a coach of Youth Lacrosse for over 10 years. Prior to volunteering in youth sports, Mr. Kelly was involved in the Inner City Scholarship program administered by the Archdiocese of New York.

Before creating ForexTV, Mr, Kelly was Sr. VP Global Marketing for Bridge Information Systems, the world’s second largest financial market data vendor. Prior to Bridge, Mr. Kelly was a team leader of Media at Bloomberg Financial Markets, where he created Bloomberg Personal Magazine with an initial circulation of over 7 million copies monthly.

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