A Press Release Not For the Press

If you are a small business owner who doesn’t send press releases because you don’t think the media will pick them up, then start thinking more creatively. Sending a press release to your clients and prospects is a great way to communicate interesting company news, keep up your visibility and update people on important accomplishments. Conversely, small companies that don’t inform prospects of their successes will lose out. So…what’s press release–worthy and what’s not? Start by asking yourself this very basic question: “Will my clients find this interesting?” Here are some things that are generally not worthy of a release: a recent company move (unless it will directly impact your clients), the hiring of new employees and the promotion of one of your workers. Such items will clog up your clients’ e-mail boxes and their regular mailboxes and may hurt your credibility if they are sent on a too-frequent basis. There are caveats, however: If you hired a prestigious executive, someone well known in the community, that news would be press release–worthy. Similarly, if you promote someone to an important executive position and new contacts need to be established, get the word out to your market.

Here are a few other topics that would make a solid client release:

Your firm wins a prestigious national or industry award. If you win high honors from The New York Enterprise Report or Inc. magazine or are rated as a top growth firm by an industry association, it’s important that you get the word out. Clients will be impressed and will likely want to do more business with you.

You create a new product or service that will solve a big challenge for your target market or fill a void. Let’s say you own a Mexican restaurant that’s adding a catering unit to meet customer demand. Let loyal customers know they can now place phone orders for a party, and not just a meal.

Your company is involved in charitable giving or making the city a better place. For example, a portion of your sales goes toward fighting cancer, or you just established a homeless shelter for women and children, or your services are free for U.S. military fighting overseas. Clients will remember your firm is associated with a specific cause and acknowledge your good deeds.

A client success story. If, as a result of your product or service, one of your clients suddenly becomes very successful, get the word out. Consider publishing the press releases on your website or in newsletters. Send the press release via e-mail, but give clients the option to unsubscribe. There is a chance the release might not get through due to e-mail spam filters, so consider sending the release via regular mail as well.

Bottom line: A press release can be a great tool to deliver compelling news about your company to your business network — even if the media doesn’t pick it up.

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