Just because you have a great story doesn’t mean the media will knock your door down for it. You need to have a press release that shares your story in a compelling way and grabs reporters’ attention.
Of course, step one is to write the press release.
That begs the question, “Who should write your press releases?” Before you say you can handle it, consider these reasons why it shouldn’t be you:
1. You don’t have time.
It takes time to write a good press release, and the average business owner just doesn’t have the time to commit to writing one—much less a series of press releases on a long-term basis.
If your plate is already full, adding another item to your to-do list might not be the best idea. You’ll either hastily crank out a crappy press release that doesn’t get results, or procrastinate and never get around to writing it.
2. You don’t know how to write in a journalistic tone.
Lack of a journalistic tone dooms many amateur press releases. You have to know how to write in a way that editors and reporters understand. This means cutting hyperbole and buzzwords and focusing on telling an interesting story from a neutral perspective.