Forums: Discussions for entrepreneurs and small business.

My fellow SuN citizens -

I think everyone would agree that an essential part of public relations is a good press release. My company works in graphic design, web development and now is breaking into television and radio advertising, but one critical element is missing - getting a good press release published.

I would consider myself an above average writer and have spent quite a bit of time researching the proper format and verbiage for a press release, but on a limited budget, I cannot afford to use a mass distributor. Also, I don`t have the time to hunt down and form a relationship with business editors in cities like Milwaukee, Madison, Green Bay and Rockford, IL. For a small firm such as mine that doesn`t specialize in copywriting or PR, what is a "pretty pictures" guy to do?

Anyone have any ideas on how to get press releases noticed without breaking the bank? With one major customer asking for a press release to be written (and I know significant success hinges on it) I cannot say "no".

I appreciate your time and shared wisdom!
Matthew

I`ll take issue with the belief that a press release is "essential." Like many things, back when nobody knew the secret, it worked nicely. Now, you can go just about anywhere and some expert is saying that a press release is the key to instant success. I doubt it.

Maybe I`m just from the old days....well...wait...I AM from the old days!! Whatever; to me, a press release should contain something newsworthy. An announcement that a new company has entered the market isn`t news. Again, that`s my opinion.

I think you`ll likely get a lot more notice if you do some good Web marketing, pay attention to optimizing your site, and actually advertise your existence to people who would want to use your company.

So I think what led to this response is your last paragraph where you`re looking for advice about how to get a press release noticed. I think it`s the other way around, and could better be asked: "In a culture where everyone with even a possible idea is flooding the market with press releases, how do I make mine stand out?"

That goes to the issue of competing in a saturated market. Why not find a different competitive venue? One less crowded, at least.

Hi Matthew,

You may want to check out www.rembrandtwrites.com or www.cherrycommunications.com . Both of these women are experts with the press and are also members here at SUN. They also both have a free newsletter.

Erin

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Our Goal Is Your Success!
Founder Girls with Goals

Here is a great article

http://www.theoutsidebuzz.com/article.asp?article_ID=42

Erin

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Our Goal Is Your Success!
Founder Girls with Goals

Hi Everyone,

Erin, thank you so much for your referral. And SignalFire, I agree with Craig. You don`t need a press release to get some good publicity. 

First, develop you newsworthy story. Then, simply pick up the phone and call the reporters at the various media venues you want to target. Tell them you`re a new entrepreneur with a unique, new story. Then, give your succinct pitch. You may be astonished at the results!

Many reporters will want to listen to your story because you are passionate about it, it`s newsworthy and it hasn`t been written about before.

Try this method first. And you can always work on a press release later. We offer some free articles about press release writing on this site, and I offer a free newsletter at www.rembrandtwrites.com. There are also numerous sites that provide press-release templates you can follow (www.prnewswire.com, www.ap.org, www.businesswire.com, www.prweb.com). Also, look at StartupNation in the near future for a quick and easy PR guide.

Hope this helps...

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Melanie Rembrandt
CEO, Rembrandt Communications®, LLC
Visit www.rembrandtwrites.com for valuable PR tips and SEO copywriting help!
Twitter: @RembrandtWrites

Thanks to everyone for the quick responses. Craig, Melanie and Erin - I have read a lot of your posts and truly respect your comments. I would love it, Craig, if you expanded your thought!

In terms of the effectiveness of a press release I agree that the time may be fading, but to a lot of overly traditional customers still want to see it. The question comes to how to make it as effective as possible. I am in a strange market - Southeastern Wisconsin - Chicago is a short way away and Milwaukee is its own microcosm, so getting a news/press release noticed is a bit of a challenge.

As for newsworthy topics, items such as new attorneys in a law firm (client) or success in a major case - even landing a major tourism guidebook (my company) - have all landed with less than favorable results. I will begin investing the time into forging relationships with the right journalists and the right news outlets.

Thank you again and I look forward to other feedback!

There`s a boatload of information here on SuN about how to use the Web to get noticed. Much of it is in the Web Critique, and the Sales & Marketing topics. There also have been a number of graphic designers and artists whose sites have been examined.

The bottom line is that a press release refers to sending information to the news media. That information, therefore, ought to be newsworthy. A "notice" you publish in a newspaper isn`t the same thing as calling attention to something that`s news to people.

So, for example, placing a notice in the paper that you`ve hired a new VP in charge of marekting isn`t interesting at all to anyone other than you and the VP`s family.

On the other hand, announcing that you`ve discovered a new chemical bond between sugar and bricks, and that you intend to open a new company based on this discovery---that`s news.

I used to be a professional musician, playing nightclubs. One of the ways I analyze "newsworthy" is to recall coming off the stage on a break and going out into the audience. Half the people were drunk, the other half were trying to get laid.

With that scene in mind, imagine walking over to a table and sitting down. You smile around to everyone and announce, "Hey...I just put together a Web design company!"

How many people at that table will drop what they`re doing, perk up, and start asking you questions?

That`s what I would use as one anecdotal example of how to determine if something is "interesting."

Call some people up on the phone and make some friends ... it`s a lot of work, but it could land you some great PR. Have the release ready to send as a follow up.

Hi,

The only thing I would add is that there are some online press release distrubution resources that are much more affordable then PR Newswire and others, which I use for bigger clients.  I highly suggest looking into them as an alternative.

Jennifer

Developing relationships with editors and writers is a huge part of having successful PR efforts.  I`ve been working with some individuals for over a decade now - and it`s amazing what a few cups of coffee may translate to in regards to press.

My friend Neil Tortorella has written a great article on the topic of PR for the design business site BoDo.  Here`s the link to his article Building Your Media List

- J.



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Jeff Fisher | Jeff Fisher LogoMotives | Tweet! Tweet!