“You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” Lee Iacocca
Do you believe in the power of the press? When you read an article about a company or a product, do you believe it? Probably. But what about an ad for the same business or item – do you take the claims with the proverbial “grain of salt” or as gospel? For most of us, an article in the newspaper has an image of truth compared to a paid advertisement. This being so, why not take advantage of the psychological benefits of the news media with your own press releases.
Sports celebrities and film stars don’t spend big advertising bucks to keep their names before the public. With their agents they have learned to use the press to their advantage. So can you. Reporters and editors need stories, they need news. Why not yours?
However, before you get too excited and start to look up the address of the New York Times or USA Today, spare yourself the unpleasant experience of rejection. Your “news items” are news for local weekly papers, trade magazines and business supplements of the smaller dailies, not the Hollywood Reporter.
Press releases are a promotional strategy overlooked by many small businesses. These entrepreneurs fail to realize a news article carried by their local paper or trade magazine is a form of free advertising. And better yet, it is seen as a credible message as it carries the weight of the publication.
True your article can’t say “order now,” or” sale in progress,” but it can call attention to your business. It can tell the world that your company is alive, well, and contributing to your community and industry.
In case you are wondering what to write that is interesting or newsworthy, here are a few questions that may help you get your creative juices flowing. Do you have any plans for expansion? Have you promoted anyone? Are you offering any new products or services? Are you sponsoring such activities as “Little League?” Are you celebrating a milestone year in business? Are you involved in community activities? Are you working with any charities? Most any item of news with a positive spin will boost your image in your community or industry.
If you still think you have nothing to say, it may well be that you are so close to your business that you don’t see any newsworthiness in you or your business. Over the next few weeks, read your local weeklies and daily papers with an eye to news about other small businesses. Such stories may give you ideas for your press campaign. What do you have to lose? Besides, with e-mail it is a breeze to send material to your local press – or Tahiti if you wish.
Many entrepreneurs are skittish when it comes to the pen. If you are, try this: make some notes of what you wish to tell the world and have someone else polish it into a gem. A source of help may be budding journalists that can be found at your local college. Find out who is teaching journalism and see if you can’t strike up a bargain with a student who will welcome the real life experience.
If I have convinced you to start your new career in journalism, take these points to heart for a successful campaign as you pen your way to prosperity:
1.Your article must be short – under 600 words – lively and to the point. Try to stay factual – you are not writing a novel. Nor are you trying to become a spinmaster. If you do, it could well be the last of your campaign.
2. If you are not sure of your material and the reaction it may bring, test a draft with a few loyal customers. How does it strike them – pompous, preachy, or newsworthy, interesting? Ask for a frank opinion – and mean it. Don’t look for compliments; you want the truth not flattery. Ask if they have any suggestions. What do they find interesting about what you do, anything unusual about the products or service you provide, the people you have working for you, any contributions to your community?
3. Establish a goal to send a release every month. Repetition leads to recognition. But each must have a news “hook” – something to catch the editor’s eye and the reader’s interest. It should be in the lead – the first couple of paragraphs. And don’t demand or expect that all will be used. Or used just as you write it. Be available for follow-up questions.
4. Work to develop a friendly relationship with the local business editor. Be aware of the time pressures of a busy newsroom. Find out when and in what way each prefers to receive material (some like e-mail, others fax, and occasional personal delivery can be a good idea). Find out when is the best time to call, when never to call – for instance, as deadlines approach. Never demand. If you are friendly and low key, you could find he or she may have ideas for you.
5. Save your work – start a scrapbook. You will find uses for the material as you create future sales literature, or maybe as background for an interview.
6. Besides papers and magazines, send your material to your Chamber of Commerce and other business or trade associations.
After you have the inner satisfaction of seeing your words in print the first time, you may enjoy your new writing career. Many a small company has come to enjoy success and national recognition from a well- planned press campaign, provided the messages were of public interest and not just a “hidden” advertising ploy.
Article © Copyright 2002 Dr. Paul E. Adams. Syndicated by Paradigm News, Inc.
