Thinking Outside of the Box When Writing Your Next Press Release

By Dan Janal, Small Business PR Expert

Many small business owners mistakenly think a press release can only contain news, such as announcing a new product, hiring a new CEO, announcing earnings results or winning an award. Those topics are traditionally the bread and butter of press releases; however, the content of a release can run the gamut of information and is a great way to get exposure for your company, help your business' branding, or garner much-needed attention.

  1. Press releases don’t have to be based on breaking news -- they just need to be interesting. Features and informational articles can be successful press releases; this kind of content helps reporters who are interested in writing on those subjects.
  2. The content of a press release can be based on opinion. If you want to take issue with a government policy, a research report or a new book’s thesis, you can do so in a press release. These press releases help position you as a thought leader who is unafraid to buck conventional thinking.
  3. Press releases can be short. If you can tell the story in 100 words, then do so. A simple job promotion or an event can be told by answering the “who, what, when, where, why and how” questions that should be the cornerstone of any press release.
  4. Press releases can be longer in length; traditional newspapers have limited space for lengthy articles, but the Internet has no such limitations and allows you ample space in which to tell your story. Include as much relevant and pertinent detail as needed; however, try to convey your message in less than two pages.
  5. It's okay to include footnotes in press releases. Footnotes are great for releases that contain scientific-related content and should always be used when citing specific sources. In order to properly cite a source you should put a superscript in the text and add the corresponding footnote to the end of the release. You should always add the URL to the original source material if it's available online.

Using these tips will help you create newsworthy content for your small business, and ensure that your company gets viable exposure.

Dan Janal, author of "Reporters Are Looking for YOU!" helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to www.prleadsplus.com.

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