Your company is doing great things, so how come nobody seems to notice? An oversight many small businesses make is neglecting to share their successes with clients, prospects and the world at large. Sure, humbleness can be a positive personality trait, but it’s not going to bring customers to your door.

Use these quick tips to ensure your press releases stand out. Thanks to @PRisUs for all the expert advice! #PublicRelations #PressReleases #marketing #promotionalproducts pic.twitter.com/cnVyK5NOsb

— Theresa Hegel (@TheresaHegel) April 26, 2021

When your business reaches a milestone, launches a new product or does something else noteworthy, it’s a good idea to craft a clear and concise press release and distribute it to local newspapers, trade publications and beyond. Michelle Garrett, a PR consultant and writer, shares some of her best tips for writing effective press releases.

Michelle Garrett of Garrett Public Relations

Garrett, who specializes in working with small businesses, was named Top Digital PR Leader in 2020 and her blog was on the list of Top 25 Must-Read Public Relations Blogs. Her articles and advice have been featured in Entrepreneur, Forbes, Freelancers Union and other publications.

Q: What are some of the biggest mistakes you see small businesses making?

A: Not talking about themselves is one of the biggest mistakes I see small businesses make when it comes to marketing. You should be sharing about your business and what you offer on your site, on social media and even with the media (if it’s newsworthy). You should also build relationships through social media. Engage with your followers and those who share and comment on your posts. Social media can be much more effective when you use it to build relationships.

Q: How does a small business know if its news is newsy enough to warrant a press release?

A: A press release is a useful vehicle for announcements like a name change, a new executive joining the team, a change in location, a new product or service, a new partnership, or a merger/acquisition. You don't always need to write a press release to share your news, however.

Q: What’s the most important information to include in a release?

A: Press releases generally include the who/what/where/when/why and how with regard to whatever it is you’re announcing. Always try to put the most important information at the top and work your way down to the less vital details.

Q: What are a few best practices when it comes to disseminating a press release?

A: Once you have a press release, you may want to send it to reporters. Which reporters? It depends on the subject matter. For a new product announcement, you may want to send it to the new products editor at trade publications. For news of a local nature – hiring a new executive, for example – you’d want to share it with local newspapers (including the local business journals). Be sure to include a high-resolution photo or logo in case they need a visual to accompany the news (or offer to send one upon request).

In addition to sharing it with news media, you can also post it on your site and share the news on social media. In some cases, you may even want to consider sharing the news on a wire service.

Q: What are some blunders to avoid when writing press releases?

A: Sloppy writing in a press release can be a major turn-off for anyone who might read it (including reporters). Also, poorly worded/unclear verbiage or jargon can make it difficult for the reader to understand what it is you’re trying to communicate. If you use acronyms, be sure to spell them out on the first reference. Don’t assume the reader knows what you’re talking about. Be sure to carefully proofread your press release, or hire a professional writer or PR consultant if you need help writing it.

Q: Are there any resources online that can help small companies improve the quality of their press releases?

A: PR Web offers some resources that can be helpful to anyone with questions about how to write a press release. HubSpot offers a free template and other information here. Grammarly is a tool that can help you improve your writing. It offers both a free and paid version ($139.95/year). Everybody Writes, the bestselling book by Ann Handley, is another excellent resource for anyone who wants to improve their writing.