Choose the best media outlets for your company's press releases to ensure effective market saturation in your particular target area.
If you own or manage a small to mid-size company, you understand the importance of getting your business name and services out into the public domain. One of the most effective ways of doing that is to issue periodic press releases.
A press release is an announcement about a recent development in your company that may be of interest to the general public. After drafting a one- or two-page description of the event, using journalistic style, you send the news blurb to appropriate media outlets. These include local daily and weekly newspapers, which are often searching for news fillers to publish in one of their issues.
Assuming that you have created a press release that aptly represents your company's recent news, here are some tips for finding the most appropriate news carriers:
1. Contact the business section of your area's local daily newspaper. Ask for the department manager or editor and explain who you are. Mention that you would like to send periodic news releases about your company and request the name of the person to whom these should be sent. When you receive that information, start a file or add it to your business rolodex. Ask for both the person's direct telephone extension and email address, as well as the preferred contact method.
2. Next, contact any local weekly newspapers and ask for contact information. If you cannot find a business editor, you may be able to send your blurb to the person in charge of local news or industry events. Be prepared to explain the role your business plays in the local community as well as any special or unique features that give it distinction and make you newsworthy.
3. Broaden your contact area by getting in touch with newspapers in surrounding counties or regions. Look for links that will make your news relevant to those areas. These might include new products or services that residents of those areas will find useful or interesting. Be sure to adjust your press release accordingly, if need be, so that it doesn't speak of your town or city only.
4. Consider calling the state capital's or larger city newspapers. Even though your business is centered in another part of the state, publicity at any level can be helpful. Don't forget to broaden your perspective so that your newsworthy event may prove valuable to readers in other areas.
5. Send your press release promptly. Make sure it gets out as soon as possible during or after a new development. Old news loses its value and probably won't be published. Publish events like employee promotions, company expansions, product evolutions or additions, and community service contributions. If your company enjoys a certain level of expertise, you may want to send out public service announcements, such as safety tips when shoveling snow (if you manufacture or sell snow equipment) or life insurance policy recommendations (if you sell life insurance).
Double-check your press release before sending it to ensure accuracy and readability. Remember, this is an important representation of your business to the community, so make it shine!
