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. How To Write An Effective Press Release

2. Spread The Word
Five Steps To An Effective Press Release

3. 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.

4. Step One
Have a Story

5. 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.

6. Step Two
Grab Their Attention

7. 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.

8. Step Three
Keep It Factual!

9. 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.

10. Step Four
Choose Your Publications

11. 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.

12. Step Five
Be Contactable

13. 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.

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