The 1,2,3s of Online PR: Part One

If you're running a small business, you probably already have your hands full with production, management, marketing, advertising and distribution. It can be a chaotic existence, especially if you're wearing a number of hats. The last thing you're probably focused on is public relations.

But PR is an important function for any business; you need to get your name out there, favorably and inexpensively, in media other than just advertisements. Sure, it's important to put your marketing message in front of as many eyes as possible. But exposure--in local business journals, regional trade magazines, nationally on the Web, in magazines and in newspapers--is an integral part of developing a successful business. Whether you need to trumpet your successes or perform some damage control, you'll be in better shape if you already have a PR mechanism set up for getting the word out.

You already know it's important to keep your company's Website up to date with the latest product offerings, sales and similar news. What better way to do that than to incorporate your press releases into your Web news? Having quality press releases available from your Website is a great way to encourage repeat visitors and news stories by the press.

On the Web, check out Kirk Hallahan's Publicity Primer for a quick checklist of ideas for newsworthy press releases, as well as some pitfalls you should avoid.

On Writing Press Releases

What makes a quality press release? Focus on three things. Most important, your release should be newsworthy. Write your press release in active voice with a minimum of overpowering corporate-speak and self-love. "The grand and glorious Acme Corporation today unveiled the greatest new butter knife ever to grace the shelves of your local five-and-dime," is not a wonderful way to write a press release. Focus on what is being introduced, why this product is truly different, and what makes this product interesting to cover. Put all that fascinating stuff about your company's earnings, co-founder, and history in the last paragraph of the release.

Second, you should make sure your press release is written in a standard format that includes a dateline and extensive contact information. This should include both phone numbers and e-mail addresses that allow anyone viewing the press release to get access to an individual with additional information. Don't scrimp on contact information because you're afraid of loonies having your e-mail or office number. After all, there are plenty of loonies who are also reporters.

Post Releases On Your Web Site

With the press release created, your next step should be to put the release and all relevant information online. I know you want to announce the product immediately, but it's best to take a few hours to make sure your company's website has its ducks in a row. Then you'll be ready to announce things to the world.

First, make sure you have a PR section on your site -- it can be a "News" section or it can be part of the "About the Company" section, but make sure it's clear where you expect reporters to go for information. Don't just roll your releases into the "What's New" section of your site, because that can be misconstrued as being news about the site itself, not about your company. List your releases chronologically, preferably with as many on the same page as possible. If you have highly disparate product lines, you might want to organize your release by product or by business segment.

Your special PR page or section should include permanent links, phone numbers, and addresses for your internal and external press-relations contacts. Without even reading a release, a visiting reporter should be able to fire off a message to the correct person immediately. If you have more than one press contact, make it clear who should be contacted under what circumstances or regarding which products.

Here's a biggie: Include Web and print art of your product online, somewhere near relevant press releases or linked from within them. You should offer both low-resolution (25- to 50-kilobyte JPEG) images and high-resolution (300- to 600-dpi TIFF) images for Web and print reproduction. Make it clear on the page who is authorized to use the images, what sort of conditions are imposed (for example, the name of the company and photographer must appear as a caption), and why you're imposing them.

Finally, include URLs that go directly to product information. You should make it clear where the reader can find your product for sale both online and in the real world. Pricing info is always a big plus.

Need more help? Press Release Tips for PR People offers some good bullet-point tips as well as links to a few other resources for putting together your release. And Info Scavenger's PR Tips provides step-by-step instructions for constructing a good press release.

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