Earlier this week I did a live in the Women in Garment Decoration group where I talked about the uses of a press release and why they are a valuable tool for many small businesses. The video was short and I didn’t go into a lot of detail, so I thought it would be helpful to do a blog post where I could describe how to create a press release in more detail and also provide some resources.
The first thing to address is what a press release should look like. As I said in the video I did, a press release is generally two or three paragraphs and starts with the most important information and works down to the least important information. A release always includes contact information should the publication or editor receiving the release want more information. Press releases also include the date the release was written, the date the release may be published and the location from which the release was written.
The format of a release is pretty simple. You always start with the most important information that you want to convey. The reasoning behind this is that press releases may often be cut to fit available space in a publication. Starting with the most important or newest information ensures that, even if cut, your printed release will still impart the vital details. The last paragraph of release is usually a boilerplate paragraph which is standard on any release you send, and generally includes basic details about your business.
Here are some places where you can find press release templates.
The second question to answer is to whom your press release should be sent. Again, as I said in the video, most magazines or newspapers will have a masthead which will at least give you the name of an editor, if not their contact information as well. Websites for magazines and newspapers will also have a contact page and may even have a form or a link where you can submit press releases directly. I am a huge advocate of sending your releases to a specific person who you can address by name. That will generally give your release a better chance of being read and noticed.
If you are in the garment decoration industry and looking for information on where to send your releases, here are some informational links.
Printwear/Graphics Pro Magazine
If you are submitting to a local newspaper or magazine, grab a printed copy and look for the masthead, which will often be printed near the table of contents or inside the front cover. You can also look for specific reporters who may be covering a certain subject matter or “beat”. A lot of newspapers or magazines are in the habit of printing e-mail addresses for reporters, so if you see a reporter who appears to habitually cover garment decoration, you can e-mail them directly. As I mentioned before, sending your release to a specific person will give it a better chance of inspiring a story idea or being used in the publication.
When you’re thinking about submissions, you should also remember that local television can be a fertile ground of publicity. Local news stations have a lot of news time to fill, and reporters are always looking for good story ideas. Morning shows are also often in search of good segments to fill their air time. If you’re reasonably comfortable on camera, come up with a few segment ideas and pitch them to the local television station. TV stations are always looking for local experts who can demonstrate or explain things on the air.
Also make sure that you keep the lines of communications open with reporters who work at the publications or television stations you’ve targeted. Touch base every once in a while just to say hi and check and see if they’re looking for info you could possibly supply. Connections always help, so make sure that you cultivate the relationships you have at the publications in your industry and your community.
One of the main things to remember is that what seems boring or old hat to you is mysterious and fun to watch to people who don’t work in the industry. While I don’t recommend publicizing every little thing that happens, make sure the big accomplishments stand out. If you start a community initiative, have a milestone anniversary or a grand opening, land a big job or add new capabilities to your shop, those events are items worth publicizing and definitely worth sending out a press release.
