Most businesses rely on word of mouth to bring in news business, cross-selling to expand existing business, while a few enterprising entrepreneurs will run seminars on hot topics to demonstrate their expertise and show off their products, or put up speakers at local business clubs, chambers of commerce and sector-specific gatherings. But just how long does it take an entrepreneur to talk to 1.3 million people? That's the current morning audience for just one regional BBC regional radio station.

So many entrepreneurs say they don't have time to deal with the media. It's an excuse because dealing with that amount of communications power is scary, but it's some of the most cost-effective and time-efficient time you will ever spend. It just needs some common-sense preparation & focus. If you follow the Golden Rules for press releases given later, you'll be able to knock out a good enough press release in 10-20 mins.

Some PR hints:

* Think about a really pithy apt comment: if your release generates interest, you have to be able to deliver a relevant soundbite or quotable quote fast.
* Don't expect every press release to be taken up. You're not paying for the coverage: just keep on sending stories in.
* A surprising amount of writers use PR-inspired material sent to a publication in the form of news or press releases. Currently, email is the best channel for press releases unless instructed otherwise by a particular publication or broadcaster.
* But remember: if you don't have a good story to tell, you won't get free coverage.
* Get into the habit of analysing what type of story the media you want to feature in are covering.
* Another good habit is collecting the names of writers that seem to specialise in your area and business. Augment that by looking out a good media directory in the reference section of the library or your local business advisory centre.
* The editorial section of newspapers and magazines routinely get ten times more stories than they can use. To get your story nearer the top of the heap write short, focussed releases that answer the questions every journalist needs answered.
* For maximum effect, send out your release when things are quiet: send your release out on a Sunday in time for Monday's papers and be available for comment on Sunday afternoon. Other slack news periods when there's less competition for news space include July, when the UK Parliament is in recess, big businesses slow down and many company PR people are on holiday. The period between Christmas and New Year is another good slot, especially if you come up with a seasonal theme.
* And remember to include all the media that might be interested in that initial distribution: don't give to one publication but not its rival.
* An average press release gets a 3 second scan from a busy journalist and they rarely read past the first sentence.
* Keep sentences short and to the point. Use the word 'ENDS' when the release finishes.
* Always include details of who the press should contact for further information at the foot of the main press release including home & mobile numbers as well as work contact details and be available for at least 24 hours afterwards.

The Golden Rules of Writting Successful Press Releases

1. Golden Rule 1: Make sure it's News

What is news? News is the plural of new: if it's new, it's news. News implies change: something happens - a business is started up, a product is launched, an appointment is made, a deal is struck, a contract is won.
2. Golden Rule 2: The Essential 5 Ws

Include the 5 Ws: WHO, WHAT, WHERE, WHEN, WHY
3. Golden Rule 3: Strip Out Superlatives

Once you've written your text, strip out the superlatives: adjectives like 'wonderful' and 'brilliant' are your (biased) opinions and will irritate fact-driven journalists. Superlatives don't belong in the world of news and they're so over-worked that it's unlikely that people pay much attention to them anyway.
4. Golden Rule 4: Personalise the Release to the Target Media

A local newspaper serves a local community and rarely carries news that can't be related to their readership area.
TOP TIP: Turn the media's thirst for local connections to your advantage. If you want local press coverage give them a local connection right up front in the headline and first sentence.
5. Golden Rule 5: Lay it Out Professionally:

Keep your release down to a single page including the contact details at the foot. That means an upper limit of about 150-200 words per release. You can add more details on a separate sheet called Background Notes.

Example of a Good Press Release

Newcastle Firm Signs Deal with Well-known Co.

Newcastle-based XYZ Company has today announced the signing of a £250,000 deal with Wellknown Car Co. to supply XYZ's customer care software, NiceDay, to every branch of Wellknown in Europe.

NiceDay is XYZ's unique computer program that analyses the non-verbal signals we all give out. It works in conjunction with video cameras and analyses body language and facial expressions, measuring individual salespeople's performance against top sales performers. The software produces a printout showing the areas to concentrate on developing.

The deal is a breakthrough into the automobile sector for XYZ. XYZ is a leading supplier of sales-related software to the banking and financial sector.

Jim Smith, Wellknown's Sales Director said, "We chose NiceDay because we believe it will significantly improve our salesmen's relationship with customers. Quite simply, there's no other product like it. "

For more information about NiceDay, contact Julie Brown at XYZ, on 0123 445566.

ENDS

For further details contact:
Joe Bloggs, XYZ's MD direct on 0123 445678 (day) or 9876 54321 (evening) or on 0321 321321 (mobile), or
Jim Smith, sales director of Wellknown Car Co. on 0234 555555 (day)

(technical notes enclosed)