Heather McElrath
Fractional Chief Communications Officer, Sandbox Communications
In today’s digital jungle, small businesses struggle to be heard. But fear not, the humble press release can be your secret weapon. Here’s how to craft a release that grabs attention, boosts your brand, and delivers results.
To get you started, download a press release template.
Benefits of a Press Release
- Attract new customers: Expand your reach, spark interest, and drive traffic like never before.
- Become an industry rockstar: Build credibility, establish yourself as a thought leader, and attract top talent.
- SEO superhero: Get picked up by search engines, boost your online visibility, and attract organic traffic.
Crafting a Press Release
- Know your mission: What’s your story? Launching a product? Celebrating a milestone? Be clear and focused.
- Think like your audience: Who are you trying to reach? What do they care about? Understand their needs and tailor your message.
- Target the right platform: Don’t blast everyone. Find relevant publications, blogs, or even local media that your audience reads.
- Headline magic: Grab attention with a concise, informative, and attention-grabbing headline. Think movie trailer, not snoozefest.
Download a press release template.
Writing for Impact
- Hook ’em in the first paragraph: Briefly introduce yourself and state your news in a tweet-sized summary.
- Details matter, but keep it concise: Expand on your announcement, provide context, and use quotes for personality. Aim for 1-2 pages and use bullet points to make the press release easy to scan.
- Facts tell, emotions sell: While the press release must be factual, add a quote that provides a perspective or the “why” behind your news.
- Visuals are key: Enhance your release with images, videos, and links to your website. Make it visually appealing.
- Contact is crucial: Make it easy for journalists to reach you. Include a dedicated email and phone number.
- Boilerplate power: End with a short paragraph summarizing your company, target audience, and key achievements.
Distribution Strategy
- Think audience, not outlet: Don’t just spam everyone. Find the right journalists and publications that your target audience reads.
- Consider paid services: Explore distribution services for wider reach, but be mindful of your budget.
- Amplify your release: Share it on social media, your website, and email newsletters.
Track and Engage
- Monitor the impact: See what people are saying and doing after your release. Track engagement and adapt your strategy.
- The conversation continues: Respond to comments, answer questions, and engage with your audience. Build relationships.
Finally, remember, a great press release tells a compelling story. Be confident, highlight your achievements, and let your unique personality shine.
Download a press release template.
Additional Information
Crafting the perfect press release can be a challenge, but you don’t have to go it alone! Join Sandbox Communications for our March office hours, where we’ll be demystifying the world of press releases. Get expert tips and insights on writing, distributing, and maximizing the impact of your press releases.
Plus, there’ll be plenty of time for your questions about any marketing or communications challenges your organization faces.