Does anybody know you are out there? - Tips for Getting In your Local Paper
The thought of writing a press release and contacting
your local media can strike fear into many an SME owner.
But why? In this day and age getting into your local
press is vital and what's more, your local paper is
probably crying out for your story!
Getting into the paper not only helps to motivate you and
your staff but it can also be a great way of increasing
your reputation when it comes to increasing sales or
pitching for new clients/contracts.
Local papers, quite rightly, only want local stories as a
business owner looking for publicity you stand a great
chance of getting it. Here are a few hints and
tips.
Make sure you read your
local paper to see the type of story that gets in and on
what days the local business section runs.
Try and find the name of
your local business reporter or editor.
Put yourself in the shoes
of the media. If you were a journalist what would
interest you about the business?
Think of an angle, hook or
slant that will interest the journalist.
Sometimes the people you
employ in your business or you yourself can be the
subject of a story. For example, if you or an employee is
taking part in a charity event then let your local paper
know, and mention your company.
Nowadays there are many companies or people out there who
can prepare a press release for you at very low prices
but it isn't rocket science so why not have a go
yourself.
Before you sit down and begin to write your press release
you need to remember the five golden rules: Who, What,
Why, Where, When.
Structure of the Press Release
Don't spend ages thinking
of a snappy title, the papers have people to do
that.
The first paragraph should
have a short summary of all the information you are
trying to get across such as product launch date or dates
and times of a charity event you are supporting. It is
sometimes better to leave out your company name from the
first paragraph as some journalists see it as a cynical
ploy to get in the paper ( "how dare they", you
shout).
The second paragraph goes
into more detail and this is the place where you drop
your company name in, e.g. "Ingrid, who works for ABC
Company, will be doing the parachute jump on 1 April
2005". Or, "The new life-changing service or product has
been developed by ABC Company who are based on Z street
in Mistlethorpe ".
The third paragraph is
where you put in your quote. Make sure your quote is
interesting! If you do a really good quote the journalist
will remember you and may use you for quotes on other
stories in the future. E.g. Ingrid Wannabe of XYZ company
commented, "Far too often the people of Mistlethorpe are
ripped off by rogue companies and the launch of our new
anti-rip-off product will make sure these unscrupulous
companies have no-where to hide". Make sure any claims
you make can be backed up!
If you can find a customer
who has used your new product/service and who is willing
to talk about it then maybe put in a quote from them
to.
The final paragraph should
have ways in which people can contact you or your
business, including phone number, web address, email or
alike. If you are doing something for a charity you could
say something like,"...anyone wishing to make a donation
or sponsor Ingrid should get in touch by...".
Just when you think it is all done, don't forget the
"Editor's Notes" section. This is the bit where you let
the media know how to get hold of you and any other key
info about your business such as; how long you have been
trading, recent successes etc.
Hopefully you have now prepared your release and got a
few people to read it to make sure there are no spellping
misquakes or grammatical errors. Now you can launch it
upon the world, or at least your local paper.
Read your local paper to see whom the business editor or
reporter is. Find the phone number of the paper and ring
them (prepare what you are going to say before hand!).
Try to sell the story into them and say that you have a
press release prepared and ready to send over. If things
go really well whilst chatting why not ask if you can
meet up for a coffee (or bite to eat if you have the
budget) to explain things in more detail or get to know
the types of story they are looking for.
Also, you can send through pictures with the press
release, but hey... that is whole different
newsletter!
Some people email over the press release and then call
up. If you prefer this, don't ring and say, "hi just
ringing to see if you got the press release I sent
through". Journalists hate this! Of course they got it.
Ring and say something like, "I just sent through a press
release about XZY and I wanted to chat it through with
you to see if there is anything else I can send across or
what you thought about it".
If you talk to the journo and they say they will use it
but after a few days you still have not seen it, ring
them to see why it has not gone in. 9 out of 10 times
they have forgotten or there may be another reason that
you can rectify.
Above all, don't be scared of the gruff voice that
answers the phone at your local paper. They usually bark
"Newsdesk" at you down the phone as they get hundreds of
press releases a day. Once you have spoken to them for a
minute they usually get a bit more chatty, but remember,
as in your line of business, their time is
precious.
Next Steps
If you need help writing or preparing a release give
10 Yetis a shout. You would be surprised how cheap it is
to get a really effective 10 Yetis press release.
Alternatively, you may have already written a press
release and you want to talk it through with someone.
Well, we can help, and chatting through a press release
is free.
For more information email andy@10yetis.co.uk.
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