How To Create Press For Your Business

May 8, 2008

Source: The Merchandise Group


The open sign outside your business is on, and the merchandise in your store is available. But, like many business owners, you may be struggling with getting customers in the door. Advertising is readily available, but often it's too expensive to purchase consistently and steadily--the only way to receive measurable results. And so, garnering publicity, which is generally free in nature, becomes the best vehicle for attracting the right customers, at the right time. The bonus: publicity draws more attention than traditional advertising and tends to create a loyal customer base. To top it off, the benefits far outweigh any costs.

Below are some simple and effective ways to create publicity for your business:

Press Releases
Press releases are a highly effective way to create publicity for your business. Even better, editors and producers are hungry for new stories, every day. They're constantly on the search for quality content, and you can offer them exactly that with your business press release.

Press releases aren't difficult to write. They simply must contain the who, what, where, when and why that is pertinent to journalists and editors today. You can easily find an example of the proper press release format online. Once you know the format, it's time to come up with topics to write your release on. It's important that whatever the topic, it's newsworthy. Remember, you're trying to attract the attention of editors at your local paper, and radio and television stations.

Here are some ideas for potential press releases:

Event at your business (send out at least one month beforehand).
Receiving recognition/award in your industry.
Offering a new product or service.
Teaching or presenting at an industry conference or event.
Offering franchises for your business.
Affiliation with a local non-profit/charity.
Moving or relocation of your business.
Educational achievements.
Holding an open house (send out at least one month beforehand).
Hiring or promoting employees.

Once you write the release, email it to editors at local newspapers, magazines (online or print), and radio and television stations. Next, you must follow up within one to two weeks of sending out your release. Do so by placing a follow-up call to make sure they received your release and to see if you can provide any further information to take it from press release to an actual news story. Photos are always helpful, so if you have some available, offer to send over at that time.

Join Forces With a Local Charity
As a business owner, you no doubt have interests and charitable activities that you support and believe in. It's also a great opportunity to take your natural passions and extend them to your business. There are a variety of ways to incorporate your business into your non-profit work. Join the board or a committee of your favorite non-profit. You can volunteer your location to host events, be the kick-off point for a race or supply the organization with necessary supplies. It's important that your heart is involved in this work, as it will translate to those around you. If you are truly passionate about the cause, the benefits to the community and for you personally will extend to your business.

Hold an Event
A customer appreciation night, open house or re-grand opening can go a long way for your business. Be sure to send out a press release a month in advance, and invite customers as well as notable members from your community to attend. For a customer appreciation night, bring in a chair massage therapist; give away chocolates, or another freebie. Partner with a local winery and offer free wine tastings, or bring in a local band as part of the evenings festivities. Whatever you do, make sure you engage with customers throughout the night. You may even want to consider offering special discounts for some of your products.

Creating publicity for your business is an excellent way to maximize cash, increase traffic flow and gain community attention. Employing these tactics can take your business above and beyond traditional advertising, and into a whole new realm of success.

How To Create Press For Your Business

May 8, 2008


Source: The Merchandise Group

The open sign outside your business is on, and the merchandise in your store is available. But, like many business owners, you may be struggling with getting customers in the door. Advertising is readily available, but often it's too expensive to purchase consistently and steadily--the only way to receive measurable results. And so, garnering publicity, which is generally free in nature, becomes the best vehicle for attracting the right customers, at the right time. The bonus: publicity draws more attention than traditional advertising and tends to create a loyal customer base. To top it off, the benefits far outweigh any costs.

Below are some simple and effective ways to create publicity for your business:

Press Releases
Press releases are a highly effective way to create publicity for your business. Even better, editors and producers are hungry for new stories, every day. They're constantly on the search for quality content, and you can offer them exactly that with your business press release.

Press releases aren't difficult to write. They simply must contain the who, what, where, when and why that is pertinent to journalists and editors today. You can easily find an example of the proper press release format online. Once you know the format, it's time to come up with topics to write your release on. It's important that whatever the topic, it's newsworthy. Remember, you're trying to attract the attention of editors at your local paper, and radio and television stations.

Here are some ideas for potential press releases:

Event at your business (send out at least one month beforehand).
Receiving recognition/award in your industry.
Offering a new product or service.
Teaching or presenting at an industry conference or event.
Offering franchises for your business.
Affiliation with a local non-profit/charity.
Moving or relocation of your business.
Educational achievements.
Holding an open house (send out at least one month beforehand).
Hiring or promoting employees.

Once you write the release, email it to editors at local newspapers, magazines (online or print), and radio and television stations. Next, you must follow up within one to two weeks of sending out your release. Do so by placing a follow-up call to make sure they received your release and to see if you can provide any further information to take it from press release to an actual news story. Photos are always helpful, so if you have some available, offer to send over at that time.

Join Forces With a Local Charity
As a business owner, you no doubt have interests and charitable activities that you support and believe in. It's also a great opportunity to take your natural passions and extend them to your business. There are a variety of ways to incorporate your business into your non-profit work. Join the board or a committee of your favorite non-profit. You can volunteer your location to host events, be the kick-off point for a race or supply the organization with necessary supplies. It's important that your heart is involved in this work, as it will translate to those around you. If you are truly passionate about the cause, the benefits to the community and for you personally will extend to your business.

Hold an Event
A customer appreciation night, open house or re-grand opening can go a long way for your business. Be sure to send out a press release a month in advance, and invite customers as well as notable members from your community to attend. For a customer appreciation night, bring in a chair massage therapist; give away chocolates, or another freebie. Partner with a local winery and offer free wine tastings, or bring in a local band as part of the evenings festivities. Whatever you do, make sure you engage with customers throughout the night. You may even want to consider offering special discounts for some of your products.

Creating publicity for your business is an excellent way to maximize cash, increase traffic flow and gain community attention. Employing these tactics can take your business above and beyond traditional advertising, and into a whole new realm of success.