When I started Sweet Soaps 15 years ago I had no idea how to get PR or where to even find it. As a start up with no funding I knew I was going to have to boot strap this part of the business and learn how to make mysef and my business a "PR Sweetheart". In my gut I knew that advertising was not nearly as valuable as a solid feel good PR story. Figuring out what aspects of yourself and your business make you news worthy is the hardest part. This part is something you might want to have others help you figure out. When you are judging yourself, it is very likely you won't see what others see in you. Perhaps you are modest or very self critical this will keep you from seeing your news potential. Read the publications you think are a good fit for your business. Pay attention to the titles of the features, especially the ones on the covers. Ask yourself, "how would I spin my story to fit this publication?"
Publications are always looking for inspiring stories because they are appealling to potential readers on news stands, This is why every woman's magazine tells you how to "lose 10 pounds in 2 weeks" even though it's ridiculous, it still sells. Now with that idea in mind what can you spin into an eye catching headline? Did you invent a product to change lives? Do you offer a service that is innovative? These are news worthy topics. If you have a specialized knwoledge or talent you can also become an "expert" in your field. In a future post I will talk about how to connect with news agencies to become listed as a go to expert for feature stories.
The best way to learn to write a press release is to read them. Go to www.prnewswire.com , notice that a release is not written like an ad, it should be educational. You are teaching the reader not selling to him. Pay attention to the format and details of a press release, it must look and read professionally or it will get tossed in the trash. Please don't attach a press release in an email to a journalist unless you have a relationship because most likley it will end up in a spam folder. Now go get some Sweet PR!