Are you a small business owner wanting to get more exposure? If so, you should consider looking into a press release distribution campaign. Press Release Distribution has been a staple of public relations for decades now. And even though new PR and marketing techniques have sprung since the dawn of digitalization, Press Release Distribution has managed to remain a mainstay of any marketing campaign.
Now before you think that, “My business is too small to benefit from a press release distribution,” you’d be wrong. The beauty of a press release campaign is that it can be useful for any business – no matter how big or small, and regardless of your industry. If you have anything newsworthy to say – anything you think that your target audience should hear, then you can benefit from a successful (if done right) press release distribution.
Read ahead for the ultimate guide to Press Release Distribution for Small Businesses.
What is Press Release in today’s modern world?
As you can imagine, the art of Press Release distribution has evolved since its inception (that was decades ago). Essentially, press releases are still distributed to the press and media. However, the process has become so much more than releasing a news copy through the newswire. These days, a press release can be distributed on the internet and can even be published as is, without the help of any journalist. Additionally, a press release can serve more than one purpose. Yes, it can still expose your brand through newspapers, television shows, or the radio. But now, it can also be published online using different platforms including social media.
These new developments have only managed to make press release distribution as a handy business marketing tool. And for a small business that sorely needs more exposure and broader reach, a press release distribution is even more essential.
When should you write a press release?
The general rule of thumb is, you do a press release distribution when you have something newsworthy to say. Because who would want to read about a boring story that doesn’t serve anyone? If you are on the fence about whether a company event or development warrants a press release, there are a couple of questions below can help you to consider:
- Does it affect anyone? Keep in mind that a press release should at least have an impact on your target audience.
- Is it happening now? Is it current? If your story matters now and if it relates to a significant event that is happening right now, then it’s worthy to write a press release.
- What is the proximity of your news? For small businesses, it is especially important that your target demographic should be made aware of the story you wish to tell.
- Does your story involve any big names or businesses in your industry? If you’ve partnered with a relatively popular business or organization, a press release is a perfect way to inform your
- Can existing customers gain some exposure as well?
If your answers to all the questions above are yes, then you should write a press release.
How do you write a press release for small businesses?
At its core, the press release format hasn’t changed much at all. It should still be written in a concise, straightforward and practical way. Here is a guide on how to write the perfect press release for your small business.
Part 1. The Headline
For being such a small part of your press release, the headline is probably one of the most critical aspects of your news copy. So, it should go to say that your headline needs to be attention-grabbing.
Formatting tip: A press release headline distributed to the newswire is usually 100-125 characters long. However, if you’re planning to publish your press release online, and you want it to get indexed on Google searches, your headline should run between 65 to 80 characters. Also ensure that your headline is written in bold letters, with the subheading italicized.
Part 2. The Body
When writing the body of your press release, the number one thing to keep in mind is to keep it as concise as possible. But how do you make something short while trying to share all the information at the same time? Use the inverted pyramid format. Look below:
- A short headline in a clear language that tells what the story is about.
- Paragraph 1: Contains concise information about the entire story in two sentences at most.
- Paragraph 2: This is where you should put context in your story and explain why it is relevant to your audience.
- Paragraph 3: Additional details that support your story – where the event took place and how it came about.
- Paragraph 4: Relevant quote from a critical or respected member of your industry.
- Paragraph 5: This is where you should include your Call-To-Action, points people where to get more information, where to buy your product or how to get involved.
It’s also a great idea to try and answer the 6 W’s and 1 H through the PR:
Who - Who are the primary players in your story? Is it you or your company? Who does your story affect or benefit?
What - What is it about? What is new about your business?
Why - Why does your news affect people? Why would they want to know about it?
Where - Where is the story happening?
When - Is it current? If it is a product launch, when will it be available?
How - How did the story come about?
Keep all of this in mind, and you will end up writing a very compelling news copy that both journalists and readers will digest quickly.
Part 3. About Us Section or the Boiler Plate
You’ll be surprised by the number of people who have overlooked this section. The boilerplate is also an essential aspect of a press release you should never forget. If you want people to know more about your business, or even give them directions to contact you, a boilerplate should be written at the bottom of your press release. This is where you add your business address, contact information, and a link to your website.
What do you do with your press release?
The next step after successfully writing a press release is to distribute it to the necessary channels. There are two ways you can do this – you can do your distribution on your own, or you can hire the services of a reputable PR-savvy marketing company.
Do-it-yourself Press Release Distribution
Doing your own press release distribution campaign is straightforward. You will need to research and contact the journalists, bloggers, or key influencers that you want to send your press release to. There are also a variety of PR websites that will publish your press release for free.
Paid Press Release Distribution
The most effective way to distribute your press release is by hiring a professional PR company to do it for you. PR companies know everything from writing an effective news copy to distributing it to the right channels for a broader and more targeted reach. Furthermore, PR companies generally have long-term and established relationships with the press. You might have second thoughts regarding the cost of a paid distribution service. However, several reputable PR companies offer price-point packages to small businesses, specifically. So, that is one thing you don’t have to worry about.
A press release distribution really is not that hard to do, despite what you initially might have thought. It’s an excellent way to boost your business’s exposure in every way, be it online or offline. With the tips above, you’re already on your way to give your small business some much-needed publicity.
Fred Griffin is a marketing consultant, promotion specialist and content creating. He writes custom content for the internet offering solutions from creative digital marketing tactics, press release to SEO and web design driven by results. He enjoys applying his marketing insight to overcome business stagnation, create growth solutions, and improve customer experiences.