Five Tips for Persuasive Press Releases
Many small businesses shy away from sending out press releases because they are just not comfortable with writing them. They think “what should I say?” or “will anyone be interested in this?” instead of remembering that press releases are always welcome if they are well-written and timely. Here are five tips for making sure your press release is appreciated!
1. Make sure your press release is newsworthy.
Readers and reporters love to hear about new product releases, important additions to your staff, client wins, or local events in which you are participating. They do not, however, want to hear about an upcoming sale, a change in your suppliers, or a thinly-veiled advertisement for your business. Make sure your press release covers something that is actually news about your company.
2. Include quotes from people.
Quotes from human beings will help a fact-based press release become more readable, more interesting, and more personal. Be sure to add quotes from company officers or managers, as well as quotes from customers or others that may be referenced in your press release.
3. Send your press release to web outlets as well as wire services.
Most of us know that press releases are typically sent out over the “wire services,” but did you know that there are also many web outlets that accept press releases? Web press release outlets have the added benefit of contributing inbound links to your web site, and your press release will also be added to the news archives where it will have a longer shelf-life.
4. Send your press release to local news outlets.
In addition to wire services and web outlets, consider sending your press release to local outlets as well. Local newspapers, Chambers of Commerce, and other community-based organizations love to publish news from local businesses as a public service to the community.
5. Make it relevant.
Try to tie-in your press release with something that’s happening in your local community, in your industry, or directly to customers in some way. By providing concrete details about your news, you make it relevant to the people who will be reading it. Press releases that are interesting and relevant have a much better chance of getting picked up by media outlets and publishers.