Think Global, Start Local

That's a great mantra for becoming known for your expertise.

One way to do this is to write press/news releases about anything in your business. An upcoming presentation, a new website, a new service, a new program, etc…

Your local paper welcomes news about small businesses. And it's a great way to create connection with a community resource (and their staff!).

Here's a great resource from the Hersam Acorn family of papers, a local publication that covers Westchester County, New York and Southwestern Connecticut on how to write short, snappy and compelling press releases.

Tips for writing news releases.

In writing a release, put the most important news up top. For example, if you are describing a garden club meeting at which someone spoke, put something about what the speaker said in the first sentence. (“A state entomologist told the Ridgefield Garden Club last week that an unusually large number of ants has been stealing nectar from the peonies this year….”) Don’t begin with the fact that the club had a meeting or who the hostesses were. Avoid dull beginnings.

Similarly, if the story is about the election of officers, tell who got picked president or chairman. (“Arthur Magdolinia of Cowslip Court, a member for 15 years, was elected president of the Georgetown Lions Club Tuesday, March 15.”) And include some biographical information about the leader.

Be concise. Try not to use any more words than absolutely necessary. Because of space limitations, we cannot guarantee longer stories will get in the paper.

Be accurate. Double-check such facts as dates, times, places, and the spelling of people’s names.

Check for completeness! Don't forget to include a time, date, place, and publishable contact information for a coming event. Remember the five Ws: Who, what, where, when, and why.

Don’t address readers. In other words, don’t write “you can get more information by calling…” Make everything third person. “More information may be obtained from Joe Smith at 438-6544.”

If you are doing publicity for a coming event, such as a church fair, a concert, or a play, send in the announcement as soon as possible. Generally, five weeks ahead is a good time to start submitting stories publicizing a public event. However, we ask that each story be submitted at least one week in advance of each publication date. If you are publicizing a coming event of general community interest, don’t forget to include a listing for the community calendar.

Most importantly, give your name and phone number so the editor can contact you if there’s a question.

Click here to view a sample press release for you to model.

To your success,

Karin

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