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7 Steps to Getting Publicity for Your Small Business
By Marcia Passos Duffy
Part 3: When Should You Send Out Press Release?
There is actually a little-known secret to getting publicity. And has little to do hefty PR
budgets, fancy press kits and expensive spokespersons.
The secret is this: You have to think like a reporter.
What does this mean?
1. You need to separate the real news about your company from promotional fluff, hype
or clichés.
2. You need to deliver a sharp story angle that’s interesting to readers.
3. You need to deliver this in a professional courteous manner with a well-written press
release.
While there are plenty of reasons why a press release may be in order, here are some
reasons why your press release may end up lining the bottom of newsroom trash can:
1. Hype about low prices and good service.
2. Just general information about your company (this is okay for background, but not a
press release).
3. A story about the “wide selection” of products or other vague characterizations of a
business or its products.
Now that you know when not to send out a press release, here are some good reasons
why you should – remember, your press release is not an ad! Think “NEWS”:
1. New location
2. New business name
3. New work with non-profits – such as a charitable contribution, or special work with
charities. (For example, an accounting business that is offering free financial counseling to
disadvantaged families.)
4. Unique new product or service that has been added on to a business – unique to the
industry or the area.
5. A significant new contract your business has just landed.
6. Award given to member of the business or the company itself.
7. Business owner attending a conference or completing a degree/certificate relevant to
business.
You don’t need to send our 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.
Now that you know when to write a press release, next month I’ll cover the elements of
how to write a strong press release.
Next: Part 4-How to Write a Press Release that Gets Results
About the author: Marcia Passos Duffy is an independent writer and publicity consultant.
Learn more about how she can help your small business get recognized!
By Marcia Passos Duffy
Part 3: When Should You Send Out Press Release?
There is actually a little-known secret to getting publicity. And has little to do hefty PR
budgets, fancy press kits and expensive spokespersons.
The secret is this: You have to think like a reporter.
What does this mean?
1. You need to separate the real news about your company from promotional fluff, hype
or clichés.
2. You need to deliver a sharp story angle that’s interesting to readers.
3. You need to deliver this in a professional courteous manner with a well-written press
release.
While there are plenty of reasons why a press release may be in order, here are some
reasons why your press release may end up lining the bottom of newsroom trash can:
1. Hype about low prices and good service.
2. Just general information about your company (this is okay for background, but not a
press release).
3. A story about the “wide selection” of products or other vague characterizations of a
business or its products.
Now that you know when not to send out a press release, here are some good reasons
why you should – remember, your press release is not an ad! Think “NEWS”:
1. New location
2. New business name
3. New work with non-profits – such as a charitable contribution, or special work with
charities. (For example, an accounting business that is offering free financial counseling to
disadvantaged families.)
4. Unique new product or service that has been added on to a business – unique to the
industry or the area.
5. A significant new contract your business has just landed.
6. Award given to member of the business or the company itself.
7. Business owner attending a conference or completing a degree/certificate relevant to
business.
You don’t need to send our 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.
Now that you know when to write a press release, next month I’ll cover the elements of
how to write a strong press release.
Next: Part 4-How to Write a Press Release that Gets Results
About the author: Marcia Passos Duffy is an independent writer and publicity consultant.
Learn more about how she can help your small business get recognized!
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