If you don’t retain the services of a public relations firm or have a person on staff who is trained in public relations, you can benefit from learning some media relations basics.
Here is a not-so-secret secret: Editors are always on the lookout for a good story. Tell them how you invented a product that solves a common problem. Tell them how your company is innovating and changing the trade. Tell them about a special project your company completed or a remarkable achievement made by either your company or one of your employees. Send an editor a story that’s compelling and you won’t regret the time you spend on your media relations efforts because you will see almost immediate results from those efforts.
As an example, you may recall Rural Builder and Frame Building News covering the story about Wick Buildings seeing its 75,000th building erected in 2019. Although it was a simple, uncomplicated building, it marked a significant milestone for Wick. Had they not issued a press release informing us of that milestone, their news would not have reached the tens of thousands of readers that it did. And, all that editorial coverage cost them not one single cent.
A Tool You Can Use
The less time an editor has to spend rewriting your story the better; make it easy for them to put your news in front of the audience you need to grow your business.
The humble press release is the core of public relations. It’s a simple but handy tool: A press release makes getting free media coverage possible. What is it, exactly? A press release is a short, compelling news story that is sent to targeted members of the media. While it’s often written by a PR professional, it doesn’t have to be. Armed with some basic knowledge and guidance, you can compose and submit a worthy news release yourself.
If you have a real news story, you have a real chance of getting the attention of a journalist or editor who will help you get the press coverage you’re looking for. But, in order for that to happen, you have to be able to get your foot in the door and communicate effectively. Your press release must contain unique information; it must be relevant; and it should be well written. The less time an editor has to spend rewriting your story the better; make it easy for them to put your news in front of the audience you need to grow your business.
Provide a journalist or editor with a brief, well-written and newsworthy piece, and you’ll get what you’re looking for: Free exposure for your business, event, and/or products.
This article originally appeared in Rural Builder’s June 2020 edition
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A Foot In The Door
In order for your press release to even be read, you need a compelling email subject line and headline. Fiona Maguire-O’Shea is a public relations consultant in the architecture, engineering, and construction industry. From the perspective of a PR professional, she explained, “Your subject line is often the make or break moment for an editor deciding whether or not to open your email. Remember, you are not the only one hitting their in-box with a press release. Depending on the publication, editors can receive hundreds of press releases a day. The subject line is your first opportunity to grab their attention.”
“Don’t leave planning your headline to the last minute,” she said. “Take some time to think it through; bounce some ideas off your colleagues. So much time and energy is put into the content of a press release. Your headline should not be an afterthought. It needs to be an attention grabber. After your email’s subject line, your next opportunity to grab the editor’s attention is your headline.” It’s another make or break moment; make it compelling.
The Body
A press release is not a sales pitch that’s full of hype and fluff. It’s not a self-congratulatory, ego-boosting puff piece full of self-serving language. Taking that track will land your press release in the trash bin quicker than you can say, “My wrench is the best.”
It’s best to follow fictional detective Joe Friday’s instructions: “Just the facts, ma’am.” Every press release needs a news hook. Right from the get-go you need to reveal what makes your story newsworthy. Is your news about a first? Is it about something innovative? Is it going to shake things up and revolutionize a process? Or, perhaps your company has reached a significant milestone.
Journalists and editors don’t have time to sift through an article to find the news hook. Right from the start you need to grab their attention and answer the important questions: Who? What? When? and Where?
“I am a proponent of the delayed lead approach with taking time to establish the background and tone before presenting the specifics of the story,” Maguire-O’Shea said. “Your opening lead paragraph should include who, what, when and where. Your following paragraphs can include the why and how.”
“Make sure every paragraph counts and serves a purpose,” she advised. “Detail the why and the how in the body. Include compelling details about your story and the major players involved.”
Give your news release added interest by including a direct quote that is relevant to the news you are announcing. “Carefully craft a brief quote for inclusion from your company’s CEO or the relevant department head,” Maguire-O’Shea said. “Avoid a quote that solely touts your business; however, make sure it is written in a way that includes an indirect plug for your product or service.”
After the body of your press release, include your “about us” information. This is the “boilerplate,” which can describe what your company does, who it serves, where it operates, and when it was established. It usually ends with “For more information, visit [website URL].”
Press Release Do’s And Don’ts
Maguire-O’Shea explained some of the common mistakes that should be avoided when writing a press release: “Avoid including marketing speak, sales hype and extraneous fluff. You will lose the editor’s interest and lose credibility, potentially eliminating your opportunity for future press coverage.”
She also advised, “Don’t send a press release the publication will not pick up. Get to know your editors and their publications. Research them online. Perhaps they offer an editorial calendar of opportunities (often posted online via their media kit). Talk through with editors what kind of information they are interested in receiving.”
“Keep your press release short and to the point,” she added. “Paragraphs should be no longer than two to three sentences, and in some cases one. Ideally, a press release should be one page in length, but more often than not, it turns into a page and a half. However, that should be the max. Editors don’t have time to read lengthy content.”
Distributing Press Releases
There are many websites that you can use to distribute your press releases, such as Newswire and PR Businesswire. They are priced from about $50 up to a few hundred dollars. While many companies use them, you are better off building your own list and getting to know the media “players.” Based on her own experience, Maguire-O’Shea advised taking the time to build a solid media contact list, knowing there is often more than one appropriate contact at the publication. She also recommends personalizing each individual email to your media contact list; “You will achieve greater results than blind cc’ing a myriad of contacts.”
Paste your press release directly into the body of the email to the media contact, rather than sending it as an attachment. It will make it easier for the editor to read, and also make it less likely to end up in the editor’s junk folder. Press releases sent as PDF attachments are a put-off for editors; it takes more time to get the information from a PDF and manipulate it into a document suitable for publishing on the web or in print.
Pictures Are Plus
Print and online media are visual platforms. Pictures add visual interest and get articles noticed. Plus, it’s far more effective to show an audience a new product innovation than to talk about it. So don’t forget to send one or two clear, high resolution images. “Don’t make the editor have to write you back to request images,” said Maguire-O’Shea. You want to make it as easy as possible for them to publish your news in a way that will grab attention with their audience.
Following Up
Any editor will tell you they get a ton of communications each day. Emails outnumber phone calls, faxes, and letters by far. Lest your press release end up lost in the crowd, follow-up is critical. “Because editors receive so many press releases, it is imperative you follow up within a few days,” Maguire-O’Shea said. “And, when you follow up, it is not to say, ‘Did you receive my email?’ Perhaps, provide some further relevant data or ask, ‘Can I interest you in an interview with our company’s CEO (or designated spokesperson)?’”
You know your products and services best. And, you know the construction trade. When you’re going to cause a ripple in either, you owe it to your business to let the media know. It may give all of us a boost. RB