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The Small Business Secret to “Free” Exposure
Public Relations (PR) is often an overlooked portion of any businesses’ marketing plan. PR can offer free exposure for any business through goodwill gestures or pertinent public information. Small businesses can find many topics for press releases. One of the easiest press releases to send and receive publicity is goodwill gestures. Everyone loves a positive story and if your company regularly donates funds, time, or goods to a charity, then a press release will allow you to benefit more from the donation. What? You don’t know how to begin your “free” exposure? Let us show you…
1. Create a Media List
a. Contact your major media outlets (TV, Radio, Newspaper, Local Publications, and News Websites) and inquire about where to send press releases.
2. Use the “How to Write a Press Release” Article to Format Your Document
a. Always remember that press releases are meant to be informative. It details the 5 W’s (who, what, when, where, and why) of the event or announcement.
b. Press releases should be written with the audience in mind. Be sure to describe the information and write the headline to appeal to the reader.
3. Send Press Release to Media List and Other Outlets
a. After your press release is distributed to the media list, it is important to search for non-traditional outlets. Outlets such as a company’s Facebook or Twitter pages, local chambers of commerce, or any industry publications can be an excellent place to send your press release.
4. Follow-up Call
a. It is important to place a follow-up call to recipients of your press release. This step will clear any miscommunications and help the media outlet relay the story.
A very important thing to remember about sending press releases is that your story may not receive coverage. Do not be discouraged if your story does not appear in any news outlet. Use these opportunities to become familiar with your media representatives and learn how to refine your writing.
“How to Write a Press Release.” n. pag. Web. 15 Apr 2011. <http://www.wikihow.com/Write-a-Press-Release>.