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Writing an attention-getting press release is essential to getting media coverage for your laundry. Here are some basic tips to consider:
• Keep the press release short and simple. A long-winded press release has very little chance of being published. Keep the press release to one or two typewritten pages and word it as simply as possible.
• Include a snappy headline, centered and underscored on the page. At the end of the release, type and center either “-0-” or “###” after the copy. That tells the editor that the press release has ended.
• E-mail distribution is best. In this digital age, few publications will even consider a paper news release. Get e-mail addresses for your publication editors and send it digitally instead. You’ll have much better results!
• Write the most important facts about the events first. The five questions to answer early in the press release are: who, what, where, why and how. Make sure your contact name and number are included. For samples of press releases, view the “Current News” section of www.dexterlaundry.com.
• Make the press release interesting to the reader. Write the release with the widest appeal possible.
• Check and recheck the press release for spelling and/or factual errors. The more professional it appears, the more likely the release will be published. If the press release requires major revisions to make it printable, it is unlikely to be used by the publication.
• The press release must be current. The event should have just happened or is about to happen. Don’t wait more than a couple of weeks to send out a wrap-up of the event … the editor simply will choose to publish information on a more current event.
• The press release should be about a special event or happening that will interest the public. Don’t send the publication an opinion-oriented press release about a store being the best laundry in town. More appropriate press release topics include new hires, promotions, open house or service school announcement, and event follow up press releases with pictures and details of your event and including prize winners if applicable.
• When writing a press release, list the most important facts of the story first and then less important information. That way, if the editor needs to shorten the release, the most important information is almost sure to be included in the article.
• Always include an image! Whether it is a digital photo or merely a jpg file of your company logo, always make sure to include a graphic with your press release. This is free advertising for your business and helps your press release (and the related news articles it generates) more exposure. When sending a photograph, be sure to include a caption to accompany the release that identifies what the photo is of and any individuals that might be shown in the picture. Whenever possible, be sure to include your company signage, or Dexter equipment in the photo for additional exposure!
• Another important aspect of writing press releases is to write them on a regular basis. The more often a business sends a press release, the more likely one of them will be printed.
• Don’t become discouraged if the press release doesn’t make the next issue. Because editorial content for publications is often prepared weeks and sometimes months in advance, it can often take a couple issues before your article will appear. This is why it is important to plan ahead --- especially when sending out press releases announcing upcoming events. These need to be sent out a minimum of 2-3 months in advance to guarantee they will run in time for your promotion.
Press releases and media exposure does take time and effort but can generate huge exposure for any business when done regularly. For more ideas and assistance on using press releases to promote your laundry and Dexter equipment, ask your Dexter Authorized Distributor. Click here to find the Dexter Authorized Distributor nearest you. |
