Issue a Press Release!

Looking for a virtually cost-free method of disseminating information about your sign business? Then, issue a press release! By expending just a little time and energy, you can publicize and actually advertise your signmaking products and services for free.

A press release is a means of communicating vital news about your organization. Written in a clear, newsworthy style, the information contained in a release is accurate and succinct. And generally, it is intended for immediate publication.

What kind of information is best suited to a press release? An announcement of a personnel promotion, a company sponsorship or a community initiative are appropriate topics. Perhaps your sign business' support of a food drive or a local team could be of interest. The news could contain key facts about your business' donation of screen printed jerseys or how your employees kicked off a collection of canned goods for the local shelter. Or, a report on the movement of key employees in your organization or their completion of additional educational endeavors may concern the community.

Well, now that you know what you're going to write about, just how will you write it?

1.2 ~ How to Write a Release

Although a press release is 'straight news', it is still important to be creative in the way that information is presented. Ponder over what would make a release unique or relevant to your audience. Develop a theme and keep it simple. Focus on only one point, initiative, or individual.

When writing a release, get to the main points quickly. News demands a 'lead'. The lead is usually within the first sentence. A professional journalist typically answers who, what, where, why, when and how immediately. There will be plenty of time to bolster the fundamentals by adding embellishments later.

Make sure your writing is uncomplicated and active. An unexpressive read will simply not be remembered. Take care about using technical or sign industry-specific terminology unless you are submitting the information to a trade journal.

Include quotations in a press release for added interest. They add flavor or and present the facts from a different vantage point. Besides being accurate, quotes should flow with the development of the story. And, please, resist the urge to use them as a sales tool. Remember two helpful hints about quotations: 1. Don't begin a release with a quote. 2. Make sure quotations make their own paragraph. Just add the attribution either before the quote or after.

Finally, ask someone who's proficient in spelling and grammar to proofread your release. Don't have a press release turned away because it doesn't project a professional image.

1.3 ~ A Few Format Formulas

A press release with even the most engaging content needs to follow a few format formulas. These guidelines are simple, yet necessary.

Print a release on company letterhead. Include a contact name and telephone number.

State when a release is scheduled for publication. Although most press releases are printed immediately, you can request a hold on the information or have it 'embargoed' until a certain date. This is appropriate if you are reporting on a seminar or an opening that is set for a certain date.

Place a headline or title at the top of the body of a press release. The title should summarize the information contained. The media may use it or they may modify it, but supplying one will convey the main theme you wish to emphasize.

Format the body of a press release with margins of approximately one inch. Double-space it and type 'more' at the bottom of your first page in case you need to add another. Try to keep the length of an entire release down to two pages. Remember a press release is not an article.

1.4 ~ Get Ready for Free Advertising

Sit back and think about that next personnel promotion, company sponsorship or community initiative. With just a little time, energy and forethought, you can issue a press release. Then, get ready for some free advertising!

Just as paid advertising generates additional revenue, a press release publicizes and promotes your sign business but with an added bonus:

It's free.