How to Use The Press To Market Your Business (A Primer)

This article will be a concise primer for you to be able to start your own Public Relations Marketing Campaign. Using the press effectively to market your business is an integral part of any marketing campaign.

Difficulty: Moderate

Instructions

Things You'll Need:

• A pen and paper.
• Focus on newsworthy items about your business.
• An open mind.

1. Write down 3 things about your business that would interest the general public. Do not focus on promotion, focus on newsworthy.

2. Prepare a news release using only one of those three "items of interest" you wrote down. Keep the following in mind when you write your release:
   
   -Double space your release.
   -No typographical errors.
   -Have copies made professionally.
   -Plain white paper and black ink only.
   -Date the release for the date you want it released.
   -Name and phone number where someone can call for questions must be included in the release.
   -Use company letterhead.
   -Most important information about the newsworthy item at the top of the release, least important information towards the end of the release.
   -No hype. Focus on Who, What, When, Where, and How.

3. Make a list of media organizations in your area.

4. Send your news release to those organizations after proofreading.

Tips & Warnings

• Keep your release short and to the point - 300 words or less is adequate.
• Do not sell anything in the release, rather let the "news" do the selling and give your contact info as a resource for the next logical step.