If the thought of having to write a press release to get publicity will stop you from even trying to get some buzz for your biz, then I’m here to tell you…you don’t have to do it.
Instead, you can simply tell your story to the media by writing a media pitch.
However, if you’re serious about promoting and growing your business, a news release program should be part of your overall marketing efforts.
Here are 5 reasons WHY you should write a press release:
- You’ve got BIG news.
Let’s face it, as an entrepreneur or small business owner, how often will you launch a product or a service? Once a year? Once a quarter? If you’re an author, how often will you release a book? As a consultant, how often will you sign a big client?
These are examples of important milestones for your company that establishes credibility or expertise – make the most out of it by letting as many people know about it as possible. A press release combined with the reach of a TheBizBeast (a leading small business news blog) can do that for you.
- You want to reach OTHER markets, quickly and inexpensively.
Are you doing a special event? Targeting a certain demographic? Launching in a specific city? Getting the word out quickly to a certain geographic area or niche market can easily be done for you by TheBizBeast. As an example, TheBizBeast has a service to get web releases out for you for just $99 for up to 500 words.
- You want to add customers to your SALES funnel.
Whether you have an offline or online business, chances are you have a website where potential clients go to check you out. How are you capturing leads? Do you have a special report you’re giving away? A product sample? Do you have a blog with killer content?
Extend the shelf-life of your promotions by writing a press release and sharing it out there. This time, you may be reaching markets you didn’t even know existed for you. You may be surprised at what comes your way not just in direct sales, but in joint ventures, partners, employees and other opportunities. When you’re in business for the long-term, plant a lot of seeds now and reap the bountiful benefits later.
- You want to improve your SEO.
Search engine optimization is a process by which information from your company’s website and other online materials are “tagged” in order to ensure that the information is more readily found by “natural search” results. The higher your online content ranks in a search, the greater the likelihood it will be accessed. In online press releases, you can add anchor text and URLs. When high page ranking sites and major search engines pick up your optimized news release, you can appear on the first page of Google for a competitive term, which in turn drive traffic and create increased awareness for your site.
- You want to get MEDIA attention.
Let’s not forget the original intention of a press release is for journalists, bloggers and other influencers to find you. TheBizBeast, for example, is hardwired into the Internet system with over 45,000 hits. Besides pricing, do your research to make sure the wire service you are using meets your needs.
Oh, and even if your media targets don’t write up a story about you right away, you may be filed as a “journalist source” – when a story breaks, which is relevant to your product or expertise, you’re in their Rolodex as someone to call. Again, it’s planting the seeds.
And even if you’re not sure about what you should cover in a press release, you may also consider the following additional ideas to see if any apply to your business:
- Starting a new business
- Introducing a new product
- Celebrating an anniversary
- Announcing a restructuring of the company
- Offering an article series for publishing
- Opening up branch or satellite offices
- Receiving an award
- Receiving an appointment
- Participating in a philanthropic event
- Introducing a unique strategy/approach
- Announcing a partnership
- Changing the company or product name
- Earning recognition of the company, product or executives by a publication
- Announcing that you’re available to speak on particular subjects of interest
- Issuing a statement of position regarding a local, regional or national issue
- Announcing a public appearance on television, radio or in person
- Launching a website
- Announcing free information available
- Announcing that you’ve reached a major milestone
- Obtaining a new, significant customer
- Expanding or renovating the business
- Establishing a unique vendor agreement
- Meeting some kind of unusual challenge or rising above adversity
- Restructuring your business or its business model
- Setting up a customer advisory group
- Announcing the results of research or surveys you have conducted
- Announcing that an individual in your business has been named to serve in a leadership position in a community, professional or charitable organization
- Sponsoring a workshop or seminar
- Making public statements on future business trends or conditions
- Forming a new strategic partnership or alliance
Of course, these are just a few ideas to get you started. Just remember this: If a press release is well-written, almost any event can be turned into news.
Delroy is founder of a AcclaimPR Consultants that works with startups to billion-dollar companies. He is passionate about helping marketers and small business owners with practical publicity plans, strategies, and copywriting, which he’s also using for his own PR consultancy.