The secret is this: You have to think like a reporter.
What does this mean?
- You need to separate the real news about your company from promotional fluff, hype or cliches.
- You need to deliver a sharp story angle that's interesting to readers.
- You need to write this in a professional manner with a press release.
While there are plenty of reasons that a press release may be in order, here are some topics that are NEVER considered news:
- Hype about low prices and good service.
- General information about your company (this is OK for background, but not a press release).
- A story about the "wide selection" of products or other vague characterizations of a business or its products.
- New location
- New business name
- New work with nonprofits - such as a charitable contribution, or special work with charities (for example, an accounting business that is offering free financial counseling to disadvantaged families).
- Unique new product or service that has been added on to a business - unique to the industry or the area.
- A significant new contract your business has landed.
- Award given to member of the business or company itself.
- Business owner attending a conference or completing a degree/certificate relevant to business.
You don't need to send out a press release for every little thing your company does, but if it meets the criteria of being "newsworthy", sending out press releases will help get you coverage on a regular basis.
About the author...Marcia Passos Duffy is the founder of The Small Business Journal which recently merged with The Keene Sentinel's Business Monadnock to form The Business Journal. She is also the owner of Backporch Publishing, LLC, which publishes atHome Magazine and The Heart of New England online magazine.