YOU’VE GOT 10 SECONDS TO Get Free Publicity -- GO!
By Danek S. Kaus

That’s how much time you have to catch the interest of an editor or reporter.

10 seconds. Sometimes less.

The key tool for promoting your small business or home based business to the media is a press release, also known as news release by TV and radio reporters.?Most news releases get thrown in the trash.

Here’s how to make sure yours gets read, and more importantly, gets your small business the free publicity you deserve.

Formatting the Press Release

?Use Press Release Format -- because reporters and other decision makers are bombarded by releases and other written requests for a story (some on scraps of paper, others in illegible handwriting) your release must follow some general guidelines to make it easy to learn what the story is about.

If you are sending hard copy (not an email) your name or company name with all contact info should be at the top of the page. Usually, your letterhead will do the trick. If you are sending an email release, letterhead is not necessary, but it can be helpful.

Include Release Info -- this goes on four separate lines (double-spaced) below the letterhead. First line is the date you send the release. The second line is simply the words NEWS RELEASE (in caps) The third line should be when you want the press to publish any information from the release.

If you want to get publicity as soon as possible, write FOR IMMEDIATE RELEASE (in caps). Sometimes you may want the info published at a later date, perhaps to coincide with a new product release or event. In this case write FOR RELEASE August 25, 2005, etc.

The fourth line should say CONTACT: John Smith 408-XXX-XXXX

This is the person you want all calls directed to. You may want to include the email address after the phone number. Write A Great Headline -- it goes one to two inches below the contact info.

THE HEADLINE IS THE MOST IMPORTANT PART OF THE NEWS RELEASE!!!

?A good headline will make the reporter want to learn more and continue reading. IT SHOULD BE WRITTEN IN CAPS.

Write the text (also known as “copy”) -- this first paragraph is crucial to the success of your release. It should be just a few sentences that explain or backup the headline. This paragraph is the main idea you are trying to communicate.

The second and succeeding paragraphs should elaborate on the headline and first paragraph, in descending order of importance.

Use quotes -- the second or third paragraph is a good place to put a strong, RELEVANT quote from you or an official of your company. You may use quotes later in the release, as well. Quotes liven up copy so be sure to use them if you can. Many releases wrap up with a good quote.

Include Your Contact Info again.

 End the release with something like “for more info call or e-mail …” etc. If your release is well-written and useful to the publication, they may publish it as an article, so you want to be sure that readers know how to find you.?

NEXT:  Writing the Press Release

Get the FREE POWER PUBLICITY NEWSLETTER   Click Here