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Growing your business

Step 2: Market your business PART 3 OF 3

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Learn how to get the media's attention

Writing a successful press release is the key to getting "free" media attention for your business. A press release is a bulletin to the media about your business story. If you're successful, you'll get more media attention when your story is shared, via the local media, with the larger community.

How to make it successful:

• Use a headline that sells your story. A short, meaningful headine that immediately tells the reader the key news you want to convey. Use active verbs to give your headline more power. For instance, "XYZ Inc. to open Centerville store on Sept. 30" works better than "New location for XYZ Inc."
• Writing that is clear and to the point. The body of your press release should quickly convey your news and why it matters. What does this news mean to your business? What does it mean for the local community?
• Supporting facts. If your story requires context or numbers to make the impact clear, break those out into a graphic or chart so that the information is clear and quickly understandable. If you need to include background or biographical info, separate those into short boxes with clear headlines.
• Contact information. Be sure to include the name, phone number and e-mail address of a person who can answer questions and provide additional information. Make sure you give a number that gets that person as directly and quickly as possible. Reporters usually have questions and your news won't get out unless they get answers.

What to avoid:

• Industry jargon. Avoid references with insider terms or sayings. Write for a general audience.
• Acronyms. Stay away from acronyms that a general audience may not be familiar with.
• Fluff. Make your press release to the point, clear and streamlined. Don't sound arrogant.

Where to send your press release:

• To tell us about events:
• To tell us about business news:
• To report breaking news: or (937) 225-9871