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with your business supplying the prize. You can
even send letters or press releases to the editor
on business topics using your business address.
Writing a press release
When writing your press release you should bear
in mind the six key points:
• Who is the release from?
• What is it about?
• Where are you based?
• When is it happening?
• How can your customers take advantage of
what you are doing?
• Why are you doing it?
Your title should be about six or seven words
long and sum up the story. Your press release
should be written in the third person as if it were
an article – you should say ‘Bridal Business is
moving to new premises’ not ‘we are moving to
new premises’. Resist the temptation to turn your
release into an advert so avoid self-promotion
and don’t use unqualified superlatives – stick
to the facts. Use short, concise sentences and
clear English and always proof read your release
before sending it: you can ask someone else to
check it through if writing isn’t your strong point.
The first paragraph should sum up the whole
story and should still make sense even if the rest
of the press release was cut out. The following
paragraphs should give more detail and can
include a quote from you.
At the end of the story type ‘end’ and then
include your name and telephone number so the
press can contact you for further details. If there
is any extra information which would be helpful,
such as a brief biography or history of your
business, you can include it in ‘editor’s notes’ at
the end.
A photo helps to attract attention. You should
always have people in the shot if its possible
so, if you are moving to new premises, take a
high resolution shot of you and your staff at the
new building.
You can write one press release and send it
to several different targets – but you may need to
tailor it to make it more appropriate for different
publications. Magazines have varying styles so
look at articles in your target publication and copy
their style.
Once you’ve finished your release you should
send it out by email as papers and magazines
may just cut and paste from a well written email
press release. Put ‘Press release’ and your
headline in the subject of the email and again
in the main body of the email, followed by the
date, your press release text, contact details and
editor’s notes.
When sending the email always use the ‘Blind
carbon copy’ to enter the names of the people
you are sending the release to so that they can’t
see the other recipients.
Remember that if your story is about something
which is ongoing then you can send a follow up
release at a later date. For example, if you were
taking part in a fundraising activity you could
follow up with another release once you have
reached your goal.
Using a PR agency
There are no hard and fast rules for when small
businesses should use a PR consultant or
agency. You should use your own judgement and
look at your budget, what you want to achieve
and how much time you are spending on doing
your own PR, before paying for external help. You
may feel that it’s worth paying a consultant on a
day rate if you want help with one specific activity,
rather than using someone on an ongoing basis.
Whatever you decide be clear about what you
want to achieve and always choose an agency or
freelancer with relevant experience. Write a clear
brief and check costs and what will be covered
before you start.
Dealing with bad publicity
Although it’s unlikely, occasionally disgruntled
employees or customers, mistakes or accidents
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can result in a negative story. Make sure that
employees know to refer journalists to you and,
if contacted by the press, check their deadline.
Then write a clear statement showing that you
have done everything that you reasonably could
to deal with any problems and respond in time.
Answer truthfully to any questions – although you
don’t need to volunteer every detail.
In conclusion
PR is a long-term strategy not a quick fix, so
in your planning you should think about what
you would consider a success and set realistic
objectives. You should track the coverage of
each press release or activity and keep copies
as well as putting them on your website and in
your newsletter if you have them. Also, keep
networking with your local business community
and media – let them know what you are doing.
Don’t let your business be the best kept
secret – make the most of any publicity and tell
everyone about it! �
Further information
For more details on Business Link, plus advice
on marketing and PR visit the website
www.businesslink.gov.uk or telephone
+44 (0)845 600 9006.
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