http://www.startupsuccess.co.uk : Spreading the word about your new business can now be done in a huge number of ways, but if you want to get your business featured in a local newspaper, or relevant trade publication, a press release is still a great way to get a journalist’s attention. Here are five steps to creating an effective press release, and increasing your chances of invaluable media coverage.

1. 5 Steps to Effective Press Releases
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2. Spreading the word about your new business
can now be done in a huge number of ways, but
if you want to get your business featured in a
local newspaper, or relevant trade publication, a
press release is still a great way to get a
journalist’s attention.
Here are five steps to creating an effective
press release, and increasing your chances of
invaluable media coverage.

3. Step One – Have a Story

4. The fact that you’re launching a new
business might seem like huge news to
you, but in general journalists will want
something more specific to write about.
It could be there’s something significant
about the date you’re launching, maybe
there’s a good story behind the inspiration
for your business, or perhaps you have a
totally unique product?
If you look for it you’re sure to find a hook to
base your press release on.

5. Step Two – Grab Their Attention

6. A journalist will decide very quickly
whether there’s anything of interest in
your press release so make sure you
create a high impact headline, and outline
the full story in the first few sentences.
In fact everything you want to say in the
press release should be said in the first
paragraph; the second and third
paragraphs should simply be used to add
supplementary information.

7. Step Three – Keep it Factual

8. When you’re writing a press release you’re writing
for journalists, not for your customers, so keep
your writing factual and to the point, avoiding
overly colourful language and exaggerated
description.
Your press release should answer the simple
questions What? When? Where? Who? Why? and
How?, and any claims that you make in your
release should be backed up by facts.
Once your press release is written, edit it
ruthlessly to keep it short and to the point. Try to
keep your release to under 400 words if possible.

9. Step Four – Choose your Publications

10. Think carefully about the type of publications that
might provide coverage of your business.
Will their readership be potential customers? Are
you better off sending your press release to local
magazines and newspapers if your business is
targeting local customers, or should you consider
publications that relate more directly to your niche if
you have a national or even international market?
Do your research and read articles that are featured
in these publications. You may want to tailor the
language of your press release to the type of
publication you are writing for.

11. Step Five – Be Contactable

12. When you send out a press release, make sure
you provide contact details that journalists will be
able to use if they require further information.
Include phone numbers as well as e-mail
addresses; when time is at a premium a quick
phone call to clarify a detail is often easier than
waiting for an e-mail reply.
If you send out a press release just before you
take a two week holiday make sure you provide
contact details for a well-informed colleague. If
you include a quote in your press release make
sure the person quoted is also available.

13. These day, press releases are often used
online in the same way as articles; to provide
content for websites and to generate backlinks
for SEO.
However, if you want to create a true press
release that will provide details of your new
business for a newspaper or magazine article,
then these five simple steps should help you to
produce a release that grabs the attention of
your chosen publication and gives you a
greater chance of media coverage.

14. To read the full article or to find more articles on all aspects of starting
and running a small business, go to …
http://www.startupsuccess.co.uk/5-steps-to-effective-press-releases/