Get your message out there!

There’ll come a time in every business’ life when you need to go public with an announcement – it might be moving premises, change of ownership, winning a new agency, developing new technology, or installing new plant that can give you new customers. Whatever the reason, you need to as widely as possible – using whichever media outlets are appropriate. These steps will help you get the message out, past the media “gatekeepers’

1. Work out exactly what goal you want to achieve with this release to the media – write down, with no fluff, precisely what effect or result you want to achieve from the audience that you will reach. Do you want them to discover more about you? To visit your website? To understand your mission, values or purpose?
2. Pick the publication(s) you want, that have the audience you want to reach. Ring to confirm the contact for your section. Contact them, discuss idea, confirm deadlines, ask about any special conditions or rules, length limitations etc.
3. Organise your facts – keep it simple – Remember “who, what, when, where, why, and how”
4. Type the story using simple words, short sentences. aim at “semi formal” language for most mass media. Specialist or technical media can use less formal language – go with the “tone” of the publication, never submit until you’ve read that particular media! Depending on your audience, a press release can be an interview with you as principal, or a direct speech from you to the audience, or completely third party and factual, with no direct ‘voice” at all..
5. Review your story – take out all unnecessary words, sentences, or padding.
6. Check spelling and grammar, use double spacing, short paragraphs, not more than 1 concept per sentence. Remember KISS
7. Get the piece reviewed by someone who doesn’t know your business. Check for simple language (the reading ability of a bright 10 year old is just about right for mass media). NO trade jargon or technical terms.
8. Check to see that your business phone, website and email address is included, and the details are accurate! No, really! It does happen!
9. Attach your own contact details if appropriate.
10. Ring your media contact and if possible PERSONALLY deliver the release and discuss with them.