There’s nothing like a bit of good old fashioned PR to make people aware of your business. Think of an angle, a story that makes you unique that the press might be interested in. Use this to talk about what you do and announce the launch of your site alongside information about your store.
What is a press release? #
A press release is a document that announces a newsworthy story about your store that the media might want to cover and provides all of the information a reporter or editor would need.
Some outlets will share your news based solely on the press release. Other times, they’ll contact you to arrange an interview.
Simply saying “Look at my business!” isn’t newsworthy. Announcements that are, however, include:
- Launching a new business, product, or service
- Holding a large contest or competition
- Partnering with a charity, community organisation or celebrity.
- Hosting an event
- Winning an award
- Sharing a customer success story
- Rebranding your business
A good way to gauge the newsworthiness of your story is to pay attention to coverage that other businesses receive.
Reporters look for stories that are timely, have an emotional element, or relate to other news stories. You could also tap into what people are talking about, either in person or on social media. If your business has a connection to a bigger story, you may improve your chances of getting covered.
Writing a press release #
- Write a clear, captivating headline.
- Include the date and your location.
- Quickly tell them what they need to know.
- Then give more context.
- Be honest and unbiased.
- Include a quote from yourself.
- Tell them who to contact (and how).
- Summarize your business at the bottom of the page.
Who to send it to #
Go onto the local newspaper and radio websites to find out where to submit your press release. They may provide email addresses of journalists or for the news desk. Collate these email addresses into a list and send them your press release.
A template you can use #
[Headline that announces the story and captures attention]
[Subtitle that quickly summarises your story]
[CITY, Day, month, Year]—[Company Name, Company Description] announced today [the who, what, when, where, and, why of your story].
[Share past milestones, events, and additional context a journalist might want. Use multiple paragraphs and bullet points if you need to.]
[Use a quote – perhaps from yourself or business partner.]
[Emphasise once more what makes this story newsworthy.]
[End with more information about your company, how to learn more, and how to get in touch for more information.]
