Public Relations (PR) is one of the cheapest ways to market a small business. It involves distributing news about your business to media outlets in the hope that you will receive press coverage. Here is some tips of how to get started with your first press release:
Make a List: Take an hour or so to write down all of the things that you could possibly tell the world about your small businesses. New products and services are good starting points, but try to find something more unique about your company.
Evaluate: Go through your list and eliminate anything that isn’t newsworthy. If it does not refer to anything recent, it is unfortunately not news and the media will probably not be interested. Once you narrow down your options, the topics you should be writing about will become clearer.
Research: Identify the publications that you hope to receive coverage from. You may need to tailor your press release differently for each one to achieve maximum impact. It may help to contact specific journalists and ask what kind of thing they are looking for.
Get Writing: If you have ‘hard news’ about something that is currently happening in your business then you should work on getting those press releases sent out as soon as possible. ‘Soft news’ is something that a publication could slot in at any time, often when they are looking for content to fill space.
Create News: Sometimes you may struggle to find anything to write about. In that case, you need to manufacture a news story yourself. Put on an event or do something for the local community that will generate press interest and goodwill towards your business.