Ways to grow your business

Free Publicity For Your Business?   It's Easy When You Know How

You will be amazed to know that your local community media is often looking for interesting stories about nearby businesses to support their locale whilst at the same time filling their publication with newsworthy information.   It's the journalist's job to discover what's happening in the community and to bring attention-grabbing articles to their publication.

If you have never thought about approaching the editorial staff of your local newspapers why don't you give it a go?  With just a little effort you may find you obtain excellent coverage and you can even get photographs of your store/customers or product/promotion included.  This all combines to raise your business profile and create positive local gossip.  What's more - press coverage brings credibility to your business and …….. the best part is ……its FREE!

You may find it valuable to develop a rapport with your local papers - get to know the people working in the office and let them know that you frequently have newsworthy stories happening from your business.

Here's how to go about it:

Be Succinct

Like all of us journalists are time poor so the best approach is to focus on making their life easy - by giving them specific information and answers to the who, what, when, where and why questions.
 
Try to keep your press release short and snappy ie not more than one page, double spaced, for fast easy reading.  Note:  secondary pages can easily become separated in a busy news office and so the shorter the news article the more likelihood it will be read and printed.

Create an Appealing 'hook'

Create a newsworthy hook ie something that will capture the heart of local readers ie a great 'going the extra mile' service story about a junior employee or a 'persistence pays off' story about how you won over a large account.

The Opening Paragraph

Your opening paragraph should embody the essence of your story - the important information.  Break the Press Release into easily readable paragraphs - if the paper runs short of space they may choose to cut the article before the closing paragraph so be sure to include all-important detail in the body of the text.

Mark Clearly as 'PRESS RELEASE'

Mark the press release clearly as ****PRESS RELEASE****
Use wide margins and double space so when they want to add/change some wording they have plenty of space to write their notes.

Stand Out!

Print your press release on your business stationery - if its colourful and has interesting graphics it will draw more attention and be easier to spot amongst the pile of white paper.

Send Release to the Person Most Interested

Make the effort to find out the correct journalists/editors name and address the press release directly to him/her.  If you wish you can send a brief email letting the editor know you have a press release coming through on such and such topic - you may even get a call from the newspaper wanting to come and take photo's.

Allow Time for Publication

Allow time for the journalist to find the right feature or place to insert your article - because you're not paying for the space the journalist will wait for the right placement of your story or may include it when you least expect it - when they have a space to fill.

Include Specific Contact Detail

Offer all contact details at the end of the Press Release ie

Further information can be obtained by contacting
John Brown, Proprietor of (business name) .  Best time to call is ……..
Tel No's …………., Mobile………………..Email…………………...

Ideas for Press Releases - the list is endless

• You win a local business award
• You win an award from your franchise group
• You serve your 50,000th  (etc) customer
• You commit to working with a regular charity programme
• Your staff raise money for a charitable cause ie participate in a community fun run (with your business logo emblazoned on their T-shirts of course!)
• You have a famous local/international personality as a regular customer
• The worthy winner of your Mothers Day promotional prize

Sandy Bullon is the Principal of Bright Ideas Business Development and Marketing - a 'when you need it' innovative service for businesses who require the continuity of strategic marketing on a regular, part time basis.  Sandra can be contacted on sandy@brightideasmarketing.com.au or on Mobile 0425 297 662