{"id":16637,"date":"2017-06-19T10:23:56","date_gmt":"2017-06-19T15:23:56","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=16637"},"modified":"2017-06-19T10:23:56","modified_gmt":"2017-06-19T15:23:56","slug":"press-release-guide-local-businesses","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/","title":{"rendered":"A Local Business Guide to Crafting a Press Release"},"content":{"rendered":"<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16864\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide.png\" alt=\"Press Release Local Business\" width=\"1199\" height=\"628\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide.png 1199w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide-300x157.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide-768x402.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide-1024x536.png 1024w\" sizes=\"(max-width: 1199px) 100vw, 1199px\" \/><\/h2>\n<h2>Create a Press Release for your Local Business<\/h2>\n<p>In the right context, a press release can be a powerful tool for bringing new attention to your business and can help you gain connections with local news outlets that bring more value over time. In the wrong context, they can make you look like a nuisance and make people more likely to ignore your future press releases.<\/p>\n<p>Local businesses should definitely include press releases in their marketing plan, but you have to be careful about how you do so.<\/p>\n<p><a href=\"https:\/\/www.hostgator.com\/website-builder\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-12733\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder.png\" alt=\"HostGator Website Builder\" width=\"600\" height=\"73\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder.png 600w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder-300x37.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>When to Use a Press Release<\/h2>\n<p>The main purpose of a press release is to alert journalists of something newsworthy so they might cover the news for their readers. Your audience here is different than the one you focus on for most of your marketing efforts. A piece of news your customers may be interested in, like a sale coming up, wouldn\u2019t be something a reporter is likely to care about.<\/p>\n<p>As with any type of marketing move, you need to think of your audience when considering a press release. Ask yourself if the news you\u2019re announcing is actually the kind of thing you ever see covered in your local papers (remember to include business sections and papers in this   they\u2019ll be one of your key targets for press releases). If you can honestly answer yes to that question, then it\u2019s worth proceeding with a press release.<\/p>\n<p>To give you an idea of the types of topics that usually make a good press release for local businesses, here are a few examples:<\/p>\n<ul>\n<li>A new product release<\/li>\n<li>Events<\/li>\n<li>Important hires (like a new CEO)<\/li>\n<li>Opening a new location<\/li>\n<li>Winning an award<\/li>\n<li>A charity drive<\/li>\n<li>Community partnerships<\/li>\n<\/ul>\n<p>Once you\u2019ve confirmed that your news is press release worthy, then get started working on the press release itself.<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Craft a Press Release<\/h2>\n<p>You want your press release to make it as easy as possible for any journalist or reporter reading it to glean all the information they need, and know where to go next if they want more.<\/p>\n<p>&nbsp;<\/p>\n<h3>Start with a template, but make it your own.<\/h3>\n<p>Press releases often take on a standard format and that\u2019s ok   it helps readers know where to look for the information they want. For that reason, it can be smart to start with a <a href=\"https:\/\/www.hostgator.com\/blog\/a-proven-press-release-template-with-instructions-on-how-to-use-it\/\">press release template<\/a> that helps you get the structure right. Just make sure you update everything in the template to make it relevant to your own business and news.<\/p>\n<p>&nbsp;<\/p>\n<h3>Spend some real time on the headline.<\/h3>\n<p>For the most part, a <a href=\"https:\/\/blogs.constantcontact.com\/write-a-press-release\/\" target=\"_blank\" rel=\"noopener noreferrer\">press release headline<\/a> isn\u2019t a place to try to be catchy or clever. Your main focus should be clarity. You want anyone skimming to quickly be able to tell what the press release is about and decide if it\u2019s relevant to them.\u00a0 That doesn\u2019t mean your headline has to be dry and boring, but don\u2019t sacrifice clarity in the name of trying to make it more interesting.<\/p>\n<p>Something like <em>Acme Launches Charity Drive to Help Pay for Local School Lunches <\/em>would be better than <em>How One Local Company Hopes to Help Students. <\/em>The latter might fly on social media, but it\u2019s too vague for a press release.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3>Don\u2019t bury the lede.<\/h3>\n<p>Put the most important information right up top. Don\u2019t make anyone read too far to learn what you have to say.<\/p>\n<p>There are some types of content where saving the most important or interesting piece of information for last can make sense as a way to keep your audience reading or watching, but for press releases, you\u2019re writing for busy journalists who make quick decisions about whether or not a story is a good fit for their publication and audience. You want to make it as easy as possible to find the information they need to make that decision.<\/p>\n<p>&nbsp;<\/p>\n<h3>Include a good quote or two.<\/h3>\n<p>Some reporters who choose to cover a story they see in a press release will reach out to get more information. Others will want to cover it based entirely on what\u2019s included in the press release itself. To give them more to work with, have a couple of quotes from someone in your company that speak to the importance or value of the news you\u2019re announcing.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3>Include your website and contact information.<\/h3>\n<p>For those who do want to collect more information, make it easy for them to know where to go next. Include your website, as well as information on how to get in touch if they have further questions.<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Distribute a Press Release<\/h2>\n<p>Once your press release is written (and proofread), you need to work on getting it in front of people.<\/p>\n<p>&nbsp;<\/p>\n<h3>Use distribution platforms.<\/h3>\n<p>Distribution platforms like <a href=\"http:\/\/www.prnewswire.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PRNewswire<\/a> and <a href=\"http:\/\/www.pr.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PR.com <\/a>can help you get your news in front of a wide audience fairly quickly. Submitting your press release to these platforms is pretty quick and easy, so it\u2019s worth doing, but it\u2019s not the most effective way to reach the people most likely to cover your story, so don\u2019t stop there.<\/p>\n<p>&nbsp;<\/p>\n<h3>Reach out to local publications and journalists.<\/h3>\n<p>This is the most important step to getting the kind of coverage your press release is designed to encourage. Research local publications that may be interested in your news and try to identify the writers working there that most consistently cover similar topics. Then send your press release specifically to them.<\/p>\n<p>This more targeted approach will ensure you get the attention of the <em>right<\/em> contacts   the ones who spend time actively looking for information like what you\u2019ve included in your press release. If they like what they see, it can lead to a story about your business and be the beginning of a relationship you can continue into the future.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3>Promote on your own platforms.<\/h3>\n<p>Post it on your website and share it to your <a href=\"https:\/\/www.hostgator.com\/blog\/11-mistakes-youre-making-on-social-networking-sites\/\">social network<\/a>. If what you\u2019re doing is newsworthy enough for the press, it\u2019s probably something you want your customers and prospects to hear about as well, so promote away.<\/p>\n<p>&nbsp;<\/p>\n<h2>Should You Hire a PR Person?<\/h2>\n<p>It\u2019s possible to craft and distribute press releases without the help of a PR professional, but someone who\u2019s been working in the field for a while will possess certain skills and knowledge that can ensure your press release goes further faster and does more for your company.<\/p>\n<p>They can save you the time and energy of having to learn to write a good press release from scratch. And most importantly, they probably already know some of the people you want to reach and how to frame your release just right to capture their interest.<\/p>\n<p>If the news you\u2019re sharing is important and you really want it to get the attention you feel it deserves, a PR consultant will likely be a worthwhile investment.<\/p>\n<p>Press releases have been overused and abused by businesses in the past, but when you actually use them for their intended purposes, they can really pay off. When your business really does have something big and important to announce, use a press release to make sure everyone that needs to can hear about it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Create a Press Release for your Local Business In the right context, a press release can be a powerful tool&#8230;<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-16637","post","type-post","status-publish","format-standard","hentry","category-startup-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Local Business Guide to Crafting a Press Release - HostGator<\/title>\n<meta name=\"description\" content=\"A press release can be a powerful tool for bringing new attention to your business, but you have to be careful about how you use them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Local Business Guide to Crafting a Press Release\" \/>\n<meta property=\"og:description\" content=\"A press release can be a powerful tool for bringing new attention to your business, but you have to be careful about how you use them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/\" \/>\n<meta property=\"og:site_name\" content=\"HostGator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HostGator\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-19T15:23:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide.png\" \/>\n<meta name=\"author\" content=\"Kristen Hicks\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/atxcopywriter\" \/>\n<meta name=\"twitter:site\" content=\"@HostGator\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristen Hicks\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/\"},\"author\":{\"name\":\"Kristen Hicks\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/#\/schema\/person\/9ab81f8120a12dcfbd7d2ab946dab0a5\"},\"headline\":\"A Local Business Guide to Crafting a Press Release\",\"datePublished\":\"2017-06-19T15:23:56+00:00\",\"dateModified\":\"2017-06-19T15:23:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/\"},\"wordCount\":1227,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/press-release-guide-local-businesses\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/05\/LocalBusinessGuide.png\",\"articleSection\":[\"Startup &amp; 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