Now a press release is not an ad, and any press release structured like an ad will be deleted in a second. The job of a press release is simply to alert the media to something newsworthy about your business. It's a bit like fishing. Whether or not the editor takes your bait depends on how you present your business, or even what kind of day the editor is having. In the end, it is entirely up to the individual editors whether or not they use your story.

When writing your press release, make it sound newsy. Don't start off with sales language. You can save the blatant commercial stuff for the end of the release. Choose something interesting about your business and create a headline. "New Innovations in Gardening Produce Beautiful Crop of Strawberries," is much more likely to be read than, "Johnson's Nursery Grand Opening Special: 50% off on Strawberries." Get the picture?

After you've got a great headline, fill out your story with interesting facts about your business. Give a brief history of what led you to what you're doing now. Mention how the needs of the market are changing and how your business is a result of those changes. Try using quotes. Whatever you do, make it interesting, and stay away from blatant sales language or specific offers.

Once you've got your release written, submit it to as many media outlets as possible. You can find media databases and lists of editors all over the web. One that I've had particularly great luck with is Gebbie.com., try them, and also do a search to see what you can come up with on your own. Submit to all of your local papers, radio stations and TV stations as well. Too often people doing business online forget about local media, and sometimes they can be your biggest champions.

Linking your release to a popular story in the news can also get an editor's attention. If a specific topic is already on the tips of people's tongues, a related release is much more likely to be picked up. Media people tend to think that a typical audience can only stay interested in a few topics at a time, so if you can tie your story in to something that's already getting buzz you'll have a much better chance. If you don't get picked up right away, keep trying. What an editor ignores today may sound like a great story next month. Don't give up.

The time at which you submit your release is crucial as well. You will always have a better chance of being noticed if the editor receives your story before 3pm. Late afternoon is deadline "crunch" time for newspapers, past the prime news times of radio, and getting into last minute preparation time for TV news. Keep that in mind and don't get lost in the shuffle.

If you do it right, submitting a press release can be a great way of getting the word out about your business. There's money to be made out there if you just know how to do it.

About the Author:
Alvin Apple helps everyday people start businesses they will enjoy. Then he teaches them how to succeed. Read all his helpful strategies, including his latest article "How to Use Signature Files to Give Your E-mail The Personal Touch That SELLS," at http://AlvinApple.com Reach Alvin at 801-328-9006 or alvin@drnunley.com.

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