GREENWICH, N.Y. — You want me to write what? How often?
Yes, I want you to write a press release. Not one, many. All the time.
But I have nothing to write about.
Yes, you absolutely have a TON to write about.
I spend my days asking people, or rather telling people to write press releases for me about their ag associations or their businesses. I feel like a broken record.
And that is why I am here to tell you, reiterateto you that as an entrepreneur and a member of the media there is so much power in a press release.
A press release provides a window of opportunity for you to build a rapport with your “community.” This is your platform and your chance to show the integrity of your business.
I always get the rebuttal: we really don’t have anything to share.
Well you do. Here are some examples of things that you can write about:
- Upcoming fundraisers
- Service activities that your business or association participates in
- An announcement of a new employee
- A news story about a customer, member, or employee
- A new product, new service, new policy, or an office relocation
You see? Are your juices flowing yet?
To get started on the press release journey there is a little bit of a finesse that you will learn quite quickly. First, if you are not familiar with press release formats I suggest you google a press release template and make sure the who, what, why, when and where is included in your piece.
Second, always send a picture with your release that is captioned and given the correct attributes of the source or photographer.
Third, send your press releases regularly. I recommend setting a date for every month or every other month. No matter what the time frame set a deadline date for your press release. If you don’t, it will not get written.
Fourth, make sure you are emailing your press releases to the right email address at each media group or company. Get a contact at the media outlet for who handles the press releases. Make sure you connect with them every so often, maybe for a special press release, or to follow up with them to make sure they got your press release if you haven’t seen it run within a reasonable time.
Remember, if the media outlet is running your press releases for free, don’t be annoying. Be aware of their time, and their pocketbooks. Make it easy for them so that they don’t have to spend a lot of their resources taking care of you.
And fifth, if you have an advertising budget make sure you work with those media partners who take care of you or go the extra mile to make sure you are seen in their publication. Show them some love. It will get you further in your quest to be out there.
To get the press release production train rolling it will require some work, forethought, and time management. But it will pay dividends, if done regularly, and done well.
With that, I expect to have my inbox inundated with press releases from here on out (firstname.lastname@example.org). Good luck!
And Happy Friday!!!