Easy and Free Publicity for Your Business

Copyright (c) 2002 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.