Many business owners view the beginning of a new year as a time to relax after the hustle and bustle of the holiday season, but for candy makers it’s just the halfway mark when it comes to holiday prep. A couple major candy holidays are on the horizon, which makes it a great time to share new and exciting happenings with the local media. You can expect the media is seeking newsworthy stories, why not let your business be the headliner?
Even if it takes you a couple hours, a well-written press release can
offer more return on investment than any paid advertising. But before you begin
typing, here's some tips to ensure you’re giving reporters what they're looking
for.
#1 Get Personal
Consider ways to weave in a human-interest story (e.g., a
customer-s uccess story or recognition for a long-time employee). Both reporters
and their readers like stories about real people. If you can offer this, your
press release is as good as gold.
#2 Just the Facts
If you want to be taken seriously by the media, your writing
should deliver the facts and explain why yo ur news is relevant in an objective
manner. As an overall rule, avoid subjective
claims or marketing jargon such as “the best,” “revolutionary,” “magical.”
#3 Insert Quote Here
Back up the information with a good quote or two that further supports why the information is relevant
from key players involved – this could be a company executive or even a
customer excited about the news you’re sharing.
When requesting a
quote, have an idea of what you want them to say and offer guidance to ensure
the quote supports your story. Within a quote is the only place it is acceptable to use first
person. Otherwise, leave “me” out of it!
#4 Wrap it Up
Reporters are busy and often on a tight deadline, so keep it
short. It is best to limit yourself to one page. If you’re considering a second
page, it’s possible you’ve lost your focus. Every line of your press
release should be supporting your hook. If it’s not, let it go.
#5 Proofread!
Don’t unde restimate the value of letting others proofread
your writing. Nothing loses credibility faster than incorrect spelling and bad
grammar.
If your high school English teacher isn’t available to proof your
writing, a quick Google search will lead you to online proofreading tools like
Ginger (gingersoftware.com). Ginger is a free proofing app that checks your
grammar, features a built-in dictionary, translator and more – which can be
streamlined through Microsoft Office,
Google Chrome (i.e., Facebook and Twitter) and even your mobile devices.
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