Forums: Discussions for entrepreneurs and small business.

A press release can be a free promotional tool for your business.  Basically, you are informing your local media (especially the press) who, what, & where, you are doing  an activity in the community or conducting a business throughout the community.

There are a few rules of thumb to take in consideration before you approach the media for the press release.  Realize that larger company`s that have been in business for longtime and have many clientele (for example an opera company) are more likely to get a press release.

So how can a small-business get free press releases? Well first consider what are your local communities media resources.  For example the main newspaper, minor free periodicals, perhaps television, Internet resources (such as craigslist and my space), radio. The next possible approach for small-business is to provide service to the community. For example, I give free puppet shows.

Now you must find the words that eloquently describe you are doing. Let`s go back to my puppet shows;  I passed an effective script to all my local periodicals.

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Consideration of press release for the " Native American Puppet Theater "

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now you have the words and now you have to find what press or media will consider your press release. In Miami we have the Miami Herald (Neighbors Section), Entertantment and news (popular entertainment Miami website), the Sun Post and the New Times. Now I go to the web sites of these periodicals, and send e-mails describing my press release. Perhaps a follow-up by telephone.

You definitely want to get the word out to as many people as possible. To reinforce your press releases, you want to follow-up with your own advertising or marketing campaign. For example, in my local library I found a demographic listing of some of the wealthiest people in Miami.  This listing has their telephone numbers. And and so I call and say something like ;

" Mrs. Jones, my puppet show would like to inform you about a free activity that we are providing for the community in  the month of July.   It will be at the Lincoln Road Mall on Monday to Friday 1:30pm to 4:30 pm.

I feel one of the keys for small businesses is to provide services to the community.  But the sky`s the limit how you can put together something creative and giving to the community.

In my case, I hope to put on a few puppet shows and generate interest so that people want me to perform for them at birthday parties, special occasions, museums, etc.

So, let`s get a discussion started.

What advice do we have on how to give out a proper press release and what are your business is experiences (good or bad)?

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**************** All my Relations ****************

David -

Press releases are a valuable (and free or inexpensive!) method to market and promote a business or organization.  The following considerations are part of the article The Power of the Press (Release) that I wrote specifically for graphic designers.  However, the information can be applied to any business:
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Preparing a Successful Press Release

Format. For some, the most difficult part of using this manner of marketing is the actual writing of the press release. There are solutions to this hurdle. Many libraries have marketing and press release books with examples of press release formats for you to follow. On the other hand, you can hire a PR professional or a writer to establish the initial template specifically for you and your business – one you would then use to simply plug in the pertinent information. You can also attempt to trade your design services with a PR person or company needing that type of work. These options eliminate most of the excuses for not using this method of self-promotion. (Note: online press release distribution sites such as PRWeb and PRLeap also have a great deal of information - including templates for writing releases)

Content. In preparing each release, the most important thing to remember is to include all of the necessary information in the first paragraph. Most editors or writers receiving your announcement don’t have the time to read any more than that paragraph. The rest of your release should just be background supporting your first statement. You should close the release with your precise contact information, should the editor or writer wish to reach you.

Contact. Be sure you are sending the press release to the person who should be receiving such information. It should be sent to the person editing the most relevant column, such as small business or business marketing. You will have a better chance of having the information published if the person who actually makes the editorial decisions receives the press release personally. The names of such individuals are readily available in each newspaper or magazine. However, if you are unsure to whom it should be sent, a phone call to the publication should produce the desired result.

Strategy. You may also want to have some kind of a gimmick to attract additional attention to your press release. It may be an attention-grabbing envelope design or paper color. In my case, the heading on the press release page is “Toot! Toot!” This ties into my company’s name, Jeff Fisher LogoMotives, as well as its logo, which is a stylized train locomotive. It also references to the fact that I am “tooting my horn.” But don’t get too carried away with trying to attract attention. For the most part, business editors are fairly conservative and serious creatures.

Delivery. In this age of technology, it may be tempting to send of your press release via only fax or email; however, most editors and writers appreciate receiving the information the old-fashioned way – by snail mail. In fact, they usually receive fewer press releases by regular mail; your information may get a little more attention than that sent by other means. I will usually also send my press release out via mail and broadcast it to my email address list of clients, vendors, previous clients, publications, potential customers (those who have previously contacted me for project information), industry peers, friends and family members as well. I also post my press releases on distribution sites such as PRWeb.com and PRLeap.com.  In addition, the press missives are now posted on my web site and my blog. The idea is to get your name out there. You have no way of knowing who is going to come into contact with someone needing a graphic designer and maximum exposure is desirable in reaching potential clientele.

Time and money. My press releases are most often sent out to a mailing list of about 20 publications. I will often have three or four sets of pre-addressed envelopes on hand to save time. The writing of the release, printing, envelope stuffing and stamping does not take more than about 40 minutes. The postage for the mailing is less than $8.00 - an inexpensive investment considering the potential results.
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I hope that provides some helpful advice.  You can read my entire article on the design industry site CreativeLatitude.com.  It provides additional information and documents how my releases have been successful for my own business.

- J.








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Jeff Fisher | Jeff Fisher LogoMotives | Tweet! Tweet!

David -

I thought I would also post a previous example of a press release about my business that brought me a great deal additional media attention:
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For immediate release
7 February 2006


Toot! Toot!*:  Jeff Fisher comments add to
Fortune "Logo-Licious or Lame?" piece


Jeff Fisher, the Engineer of Creative Identity for the Portland design firm Jeff Fisher LogoMotives, shares his thoughts on some recent major corporate identity makeovers in the latest issue of Fortune Magazine. Fisher, Howard Belk of Siegel & Gale, and Bill Gardner of Gardner Design were asked to comment on a variety of logo redesigns.  Their feedback on the Kodak, Intel, Sprint and AT&T identities are in the February 6 print issue of the publication and posted online at Fortune Magazine`s web site.

Fortune reporter Telis Demos contacted Fisher after reading his "Logo Notions" column on the graphic design industry site CreativeLatitude.com.

Jeff Fisher has received over 500 regional, national and international graphic design awards for his logo and corporate identity efforts. His work is featured in nearly 80 publications on the design of logos, the business of graphic design, and small business marketing.

Fisher is a member of the HOW Magazine Editorial Advisory Board and is also on the 2006 HOW Design Conference Advisory Council. His book, “The Savvy Designer`s Guide to Success,” was released by HOW Design Books in late 2004.

More information about Jeff Fisher LogoMotives is available on the designer/writer`s blog ( http://blog-omotives.blogspot.com/ ) and on the firm`s web site at http://www.jfisherlogomotives.com

(* If I don`t “toot!” my own horn, no one else will.)


Jeff Fisher :: Engineer of Creative Identity
Jeff Fisher LogoMotives

Mailing address was listed

Phone/Fax was listed
Email was listed
Web Site: http://www.jfisherlogomotives.com
Blog: http://bLog-oMotives.blogspot.com

Hours:  Monday - Thursday  8 a.m. - 5 p.m.

Member -
HOW Magazine Editorial Advisory Board

Member - Board of Directors
Professional Graphic Design Association

Member -
HOW Design Conference Advisory Council

Author -
The Savvy Designer`s Guide to Success: Ideas and tactics for a killer career  from HOW Design Books
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The above is an example of a rather short and sweet press release.  The date it was sent out shows it to be timely news.  The title is attention-getting. The important "news" is all in the first paragraph.  The rest of the text is background information.  That is followed by all the contact information should a reporter or writer want to get in touch for additional input - and my office hours so they know when I am available.  Following the contact info I list some information that gives my "expert" qualifications some validity.

In an incredible stroke of luck, the Fortune Magazine article came out the week my publisher was considering the proposal for my next book, Identity Crisis!  The article, the press release and additional follow-up media coverage could not have been timed more perfectly for their consideration (and approval) of my proposed book about the process of businesses redesigning their corporate identities.

The Fortune piece also allowed me to promote the situation even more with an extended bLog-oMotives entry on the topic.

- J.





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Jeff Fisher | Jeff Fisher LogoMotives | Tweet! Tweet!

Hi LogoMotives,

Many thanks for the step-by-step description in a previous posting entitled: Preparing a Successful Press Release. I can appreciate all of your points and while I have used many since forming my company 2 years ago after completion of a 6 year Consultant contract in the Kingdom of Saudi Arabia, there are a few that I will most definitely implement. I have already copied/pasted into a document that I will keep on my desk! If you get a chance, please visit my website where I have many Press Releases posted. On many, I received media attention in several publications but if I had had your ideas at the time, I have no doubt there would have been more activity. Your ideas could easily be put into a 30-45 Power Point presentation with practical, anecdotal stories and international visuals. "Give me an audience and a theme and I will bring the global marketplace to them with practical, anecdotal stories and visual" is one of my expressions I use.

Once again, many thanks and if you require contacts internationally, I have many since I have successfully worked in 54 countries throughout my career and have kept my name active in the global marketplace especially in the Guest Speaking arena.

Have a great weekend.

Joe the Road Warrior

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Joe the Road Warrior Cool & Associates, Inc. where Quality is NEVER an Accident www.cool-associates.com

A press release can not only help a business grow but it can help a business start! 

Two year`s ago my wife and I were trying to figure out what to do for our son`s 5th birthday party. We were sick and tired of paying a great deal of money for clowns, bounce houses, and magicians (although I do like magic). My son is into nature, especially bugs! So I did some research, caught some bugs, and put on my own "bug" show. The PR part is almost here so stay with me.

My wife is a teacher and we have many teacher friends. One of them liked the show so much she asked if I can do one for her class. Mind you, I was a creative director and vice presient of an advertising agency at the time. I actually took a personal day off to do my bug show for our friend (and for free!) at the school. Little did I know the school had sent out a press release saying that the "Bugman" is coming to the school. In walks a reporter/photographer with the Miami Herald, right in the middle of my show. Three days later I am on the FRONT COVER of the local section holding a worm above my head!

For the next 18 months I was getting requests to do bug shows (many from the article that people had held on to). In fact, I was getting so many show requests that four month`s ago I left my 16-year advertising career and, with the help of a press release two years before, I started my own business.

PR works. Have a creepy crawly day!  

 

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Have a Creepy Crawly Day!

Seth, Bugmaster
www.CoolBugStuff.com