1.Decide who is your target audience
First of all, before creating press coverage, try to understand who are the ones, you want to target and you want to sell your products. Through press coverage is free, your time is money. So, it is better for you to figure out why you need that press coverage and what you want to achieve with it.
2. Examine your target audience
In order to reach them, try to examine them and find out in what they are interested, for example what they read, what they watch or listen. There are many ways you can find this information. For example, try to create some online surveys using some tools like Survey Monkey and ask the questions that you are interested it.. Once, you know that, try to create the press coverage in the way that will interest your target audience.
3. Don’t follow your ego
You can dream of being included in New York Time, but don’t make this your main goal. If audience likes to read other magazines, try to be covered there. In addition, don’t ever think that national press is much better than the regional ones. If your target audience reads regional press more than national, try to get covered in that press.
4. Target the publications and make research
Every journalist receives thousands of press releases every month and every week. Of course, it is impossible to read them all, so they pay attention to few details, such as title. In order to make them read your article, make sure to write about a thing, that will interest them, such as an idea that is close to their ideal story. So, try to research and understand what kind of stories were covered during the past month and you will have much more chance to get covered as well.
5. Make sure your press release is a good one
Before printing, most of the newspapers don’t edit the texts that are sent to them. In order to get success, try to write a great press release, that will interest many people. if you don’t have good writing skills, make sure to hire someone in order to that work, if you want to be visible.
6. Write compelling press release
In order to write a compelling one, first of all make sure that the headline catches people’s attention. If it does not, then try again. Try to use some compelling words in headlines, such as “top”, “world’s first”, “the best” and so on.
7. Introduce your business
When sending a press release to a journalist, make sure to first of all introduce your business, in order to let him/her know why your article should be posted. However, make sure to keep it simple and brief.
8. Follow the right format
There are certain formats for writing press releases. If you want your chances of being posted to be increased, try to follow that format in order not to make journalists edit your press release too much. In addition, when attaching a photo, make sure that it is a high quality one, otherwise it will be removed.
9. Include a photo of the product/service
If you are writing a press release for the introduction of a new product/service, make sure to post the photo of it as well. In addition, besides helping journalist to understand what your text is about, images are great way of catching someone’s attention and making him/her read on the text.
10. Think like journalists
The press release that you write must be interesting and right to the point. The main message that you try to share should be at front, accompanied with some interesting and useful quotes. Make sure also to tell a little bit about your company at the end and leave the contact details. The most important thing to keep in your mind is that you should avoid essays of 1000 words, as no one will ever read it all.
11. Don’t be afraid of rejection
It is natural, that you think that the press release about your product or service is very important and it should be of interest for everyone. However, sometimes journalists think that it is not so important and they reject it. In this case, keep on going and don’t ever give up. Remember, that more experience you have, the more is chance that you will be covered in press.
12. Be realistic
In writing a press release, try to be realistic. It is not about writing a good article and being famous after that. It takes many years to be noticed and to get famous. So, try to be realistic and set attainable goals for your company.
Now, you have some understanding of how you can get press coverage for your small business. Are there any other tips you would like to share with us? if you have experience in this field, please share it and help us be more successful.
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