Easy and Free Publicity for Your Business
By Angela Booth
What's news? You are! If you're not creating monthly news releases for your business,
you're missing out on giving your business an instant boost. As a tech journalist, I
received dozens of news releases every day. Most of them went into the recycling bin,
or were used as scrap paper. However, the releases I did use received a fantastic
boost of free publicity and instant credibility for the businesses which sent them.
Years ago, when I managed a dog training and boarding business, we spent huge dollars
every week buying display advertising in a Sunday paper. It bit a massive chunk out
of our cash flow, and I knew there had to be a better way. At the time, I wrote
romance novels, and didn't think of myself as a copywriter. However, I figured that
if I could get some free publicity for us, maybe we could save on advertising.
I sent dozens of news releases to newspapers, radio stations, and TV shows, and we
got a wonderful response. Lots of interviews and television appearances. Great coverage.
I managed to position our business as experts in dog behavioral problems, so whenever
anything dog-related made news, journalists would call us as the experts on dog
behavior. One of our trainers would then give newspaper and TV interviews, dispensing
advice while promoting our business. Once the publicity ball got rolling, the only
paid advertising we needed to do was in the Yellow Pages.
That taught me that if you're willing to put thought, creativity, and time into
promoting your business, not only can you save on advertising, but you can also build
an image for your business.
The major element of your release
Here's a list of the elements of a news story. The story you're presenting must
contain at least one of these elements:
 Timeliness
Public interest
Conflict
Tradgedy
Humor
Sex
Money
Human interest
The future
Animals
Rules for news releases
 Identification: Display the words "News Release" prominently.
Date the release.
Letterhead: Use your own business letterhead. (Create it in your word processor.)
Timing of the release: Underneath the letterhead, type in caps, underlined: FOR IMMEDIATE RELEASE.
Use double spacing. Leave wide margins, for journalists and producers to make notes.
Finish off the copy: type **ENDS** or ### at the end of the copy.
Contact information:
vital. You can end the release with it, or begin the release with it, your preference.
You need to include the name of the contact person: you, or your client, or both of you,
and the phone numbers you can reliably be reached at.
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