You’ve probably been told that it's "like taking candy from a baby" to get "free publicity" using news releases. Did you ever try taking candy from a baby? I wouldn't class it as "easy." Maybe you’ve tried the techniques suggested by the public relations gurus? Well, pardner, the fact is that writing a press release about this or that phase of your business probably won’t put you in the Wall Street Journal or on CNN. It just isn’t that simple. So, what can you do when you need publicity, have no money for advertising, and you’re not doing anything newsworthy?

I’m glad you asked that question, because you can create publicity when a little public exposure is needed. It's not even hard to do. Here are some practical ideas for you to use for gaining press exposure for your business or organization--at little or no cost.

Donate to a Worthy Cause

A local hobby club gave two scholarships to the local community college. Since the club is interested in electronics and communication technology, they specified that the scholarships be given in the technology and sciences area. They invite recipients to be part of their club free for a year. They set the scholarship criteria with the advice of the college, and decided on how to select scholarship recipients.

The college sent press releases, and the club sent out its own press kits. The media picked up on it and everyone got good publicity from a civic minded donation. The club received a lot of valuable free promotion, enhancing their image as a good member of the community. Your business or organization can take advantage of similar concepts.

If a scholarship is too expensive, organize your employees or members to help in a city-wide cleanup day. Raise donations for the Children's Miracle Network telethon. Volunteer yor people at a nursing home on Make a Difference Day. You get the idea. Then publicize your participation.  

Hang Your Hat on a News Event

For example, two vexing issues in the news right now are rising unemployment and the energy crisis. Does your product or service offer any sort of solution for these problems? If so, then you can latch on to some great publicity.

Maybe you have an employment service that is doing well at finding jobs for electronics tech people. A well-written news release on the type of credentials finding work—a news release not too self-serving—will likely catch the eye of someone in the newsroom.

Take Advantage of Seasonal Pegs

In the summer, you'll see news stories about safeguarding your home from burglars while you’re away on vacation. Or you’ll see articles on bargains in cruise vacations, or whatever. Toward the end of the year you see stories on New Year’s resolutions, keeping the weight off, and other "fresh start" topics. In the fall, you generally see the articles on planting new trees and shrubbery. If your company offers applicable goods or services pertaining to a seasonal event, then a press release might be your ticket. Writing a release showing how your travel agency provides clients with a "travel security" package that has protected your clients will generate interest in the media.

Just use your imagination. Pay attention to the newspapers, television news, and magazines. Notice the stories they cover and then write a release that falls in line with their themes. You will soon be creating news where none previously existed—and you’ll get free media coverage for yourself in the process. Better yet, hire a professional who knows how to slant a pitch for each media market and you’ll really become newsworthy.

Creating Your News Release

Computers are the tool of choice for creating your press kit; nevertheless, some organizations still use a typewriter-style font, such as Courier. They do this because it conveys a sense of immediacy. It’s still a good choice, although tastes are changing. Whatever typeface you select, avoid "cute" styles. Avoid anything that is difficult to read. Stick with Times New Roman, Courier, Garamond, or other "familiar" styles.

Don’t Fence Me In

Editors need good margins and space between lines to do their thing—edit. They must make changes, add notes, and give instructions on your news release. The standard is to double-space. You can squeeze more text on a page with tricks of the trade, such as using 11 point type and 20 point spacing. Editors don’t care for releases longer than one or two pages, so when you are having trouble keeping your release to this limit try using your word processor’s "shrink to fit" feature. Just be careful that you don’t shrink it so much that you lose good readability.

Stay With the Tried and True

Creativity is nice, but your press release is not the place to express it. A press release is not the place to exhibit your unique sense of design. You want the editor to take your words seriously, so stick with the tried and true format. Put your address at the top left corner and your contact information in the top right corner. At the bottom of the last page, center the word END. When the news release runs longer than a single page, center the word MORE at the bottom of the first page and lead the second page with a summarizing word and page number—for example, TRIED AND TRUE--page 2.

This crash course in news releases is courtesy of Michael LeFan—"Getting the words ‘write’ for you. When you need help with words, contact me to talk about your project. Whether it’s a news release, brochure, sales letter, speech, newsletter, or other piece, let me help you find the right words. Email mlefan@lefan.com or call me at (254) 773-3590.