How to get free press
Want your company to get a write up in the local paper or business magazine? Obtaining coverage is easier than you might think, and the best part is it’s often free.
Local publications and national trade organizations are constantly on the hunt for stories, and your recent volunteer day, announcement of a new CEO, or even that a staff member saved a dog from being hit by a car could be the story they are looking for.
But they can’t cover what they don’t know about.
The easiest way to get your news published is to write a press release and submit it to organizations of your choosing. Some publishers will print your press release. Others will want to know more and contact you to interview you for a story.
Anyone can write a press release, but some are better written than others. Be certain to include the following in every release you write:
Headline
Editors see a lot of headlines in an average day. You want to grab their attention. Instead of “Teller Rescues Dog,” try something like, “OurCU Teller Risks Life to Save Expectant Mother: Canine confused in traffic is given new lease on life.”
Date and Location
List the date that the story is ready for the public to see it. (If you don’t want it to run as soon as it’s received, be certain to include the word EMBARGOED on the date line and list when it’s okay for editors to publish it.) Also, include the city and state where the story takes place (usually your headquarters).
A point of contact
List someone responsible in case the media have any questions or want to interview someone.
The body
This is where you tell the reader what happened, not where you plug your company. If you’re looking for a spot on the news or a feature on the front page, you need to think like a reporter and give them a story. The fact that your CU teaches financial education classes is not news. The fact that your CU teaches financial education classes and 100 students paid off their credit cards is news. Don’t feel daunted here. Even the retirement of a well-loved CEO will potentially be covered. Find a twist, any twist, on the basics and your story has a good shot of being picked up. At the end of the body, type three hashtags in the middle of the page (###). This lets the editor know your story is done.
Boilerplate
Do not forget this essential! This is the most important part! This is your free ad! This is where you tell the reader who you are, what you do and what services you offer. Be concise, and don’t just toot your own horn, blow it! Do you serve a million members? Have 85 branches? Help little old ladies across the street? Tell us so here! Don’t leave this part for the editor to fill in. A stranger can’t tell us about what makes you great like you can.
Submission
A quick internet search will reveal local and trade publications. Many have an online submission form. You can send your press to us by clicking here. Others will list email addresses for an editor or publisher. A little sleuthing should get you to the right person. If it’s a big organization, look for the editor of the financial section or business section. At a small organization, a managing editor or general editor will generally do. Don’t forget to send it to local radio and TV stations as well.
If you’re attaching a document as your release, be sure to also paste it in the body of the email in case the attachment doesn’t go through.
To see a sample press release, take a look at this recent release from CO-OP Financial Services about their Financial Longevity Challenge.
You can also send your press releases to us directly at press@CUInsight.com.
