Journey to Better Marketing: Public Relations

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Your press release needs to be news if you want it published in the paper. Press releases that are written in AP style will have a better chance of getting published or getting the attention of the local news. You should cover the who, where, what, when and why. If they don’t get used by the news, you can still publish them on your website.

Some press release stories might be:

  • Starting a new business
  • Introducing a new product
  • Celebrating an anniversary
  • Restructuring the company
  • Offering an article series
  • Introducing a unique strategy or approach
  • Announcing availability to speak on particular subjects
  • Milestones
  • Expanding the business
  • Meeting an unusual challenge
  • Sponsoring a workshop

(More on pg. 179 of “Guerrilla Marketing in 30 Days (affiliate link).”)

Other free PR you might take advantage of includes writing articles. You can share a personal experience, cite wisdom, tell a story make a checklist or a top ten list. Other articles you might write could be holiday related.

Offering free reports is something people do to gather emails. Online forum participation could help you establish your expertise. Letters to the editor may have the same effect.

Hosting an event puts your business in the spotlight. Some events you might consider are an open house, a meet the press, meet the mayor, meet the expert…

You could offer a contest, but keep it simple. How many coins in the jar? for example. A “how to” session or an event related to the community or to charity can also offer you PR. Make sure your events get listed in the community sections of your local paper and other places online.

Examples of press releases from penguinate.com:

The public wants a good story. Public relations provides that story.

Adapted from “Guerrilla Marketing in 30 Days (affiliate link).”

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