In the opinion of this former reporter-and-editor-turned-PR-consultant, there is no more cost-effective way to spread the word about your business than a press release. And consumers who read about you in the local news—in a story, not an advertisement—will trust the message so much more.

I help the leaders of businesses and nonprofits get their news in local newspapers—and often on the radio or television as well—all the time. I can help you too, but if you want to do it yourself, that’s smart as it brings your cost down to nothing but time!

There’s no magic to getting news about your business or organization into the local press. There’s a science, and it’s called: Send a press release. But when you send one, think it through, take it seriously and make it professional because your press release is the “face” of your company.

The first step in reaching out to the media is taking a step back to think through the newsworthy-ness of your press release. This is a key piece of the puzzle. Editors don’t want to hear about your holiday sale or your coupon promotion. They want to hear about your new business, your new location, your new product or service, or your new employee. (There is “new” in “news,” you see.)

Events that offer a benefit to the public and are free and open to the public are also a great candidate for business, and I can help you determine what kind of event would be a good fit for you and help you get some print and broadcast exposure.

The content of your press release should be concise and clear. Make sure to include your name, address, phone number, email address and website at the top of the release, under “Contact information.” In the first paragraph, called the “lead,” offer the essentials: the who, what, when, where, why of your message.

Don’t forget the supporting details! If you have a new business, make sure you spell out where it is and offer information on what you do and who you serve. If your release is about a new employee, make sure you include his or her title and summary information about previous work roles and education.

It’s also helpful to include a high-resolution photo of yourself or your employee, but try to avoid large group shots and low-resolution images.

Consider your geographic location when sending out a press release. In other words, don’t send a release on your business opening in Easthampton to the Greenfield Recorder as Easthampton is outside its circulation area. Think about what publications make sense for you to reach out to.

Always send your press release via email, both as an attachment and in the body of the email, to local newspapers, radio stations, TV stations and online journals/blogs. Search the websites of these outlets to determine the current and appropriate contact; don’t send your release to someone randomly.

Keep your expectations in check, and be patient. If you do it right, you should read, see or hear about your news in two to five weeks.

If this seems overwhelming, I’m happy to help.

The post Get Noticed with a Press Release appeared first on Beetle Press.

And very wise.

I oversee the Republican newspaper’s Voices of the Valley column (want to be featured in it? Email me and let me know.)

The column runs every Monday in the Republican’s Business tabloid, and it offers a unique opportunity for free promotion in one of the largest print publications in circulation in western Massachusetts.

Yes, I said free. (Better email me.)

Recently, I featured Julia Mines, the owner of Life and Performance Coaching of West Whately. After her feature ran, Julie sent me a handwritten thank you note, letting me know that her Voices entry triggered her phone to start ringing—with all the right people on the other end of the line, she said.

I will always remember Julia now, and I think of her with admiration. I have heard from others who have worked with her as clients that she has helped them feel more successful, and I will work to help her make more new connections.

Showing gratitude will thus help you grow your business, and it will make you feel good, too.

There are many reasons to say thank you in business, such as when a friend or a colleague passes you a referral; whether or not it evolves into closed business doesn’t matter. A referral means someone thought enough of you to recommend you, and that’s a gesture that deserves a pat on the back.

Thank colleagues who have the inclination and take the time to write a recommendation for you—for a job, entry into grad school or in a post on a social media platform. Thank the person who invites you to come along to a networking meeting.

An email will suffice as a means for communicating your thanks, but notes like Julie’s add a higher level of class. Sending a small gift—such as a plant or a gift card—also will make an impression. And if you get a gift card that can be used in downtown Northampton or Easthampton, you will win friends there too as you support your community and its locally owned operations.

I saw Julie recently at an Arrive @ 5 event held by the Greater Northampton Chamber of Commerce, and I thanked her profusely for her note. She said she sends thanks such as that all the time to folks and was surprised to hear from me that everyone I feature in Voices of the Valley doesn’t send me a hearty thank you.

Take your business or organization to a new level and start taking the time to give thanks when it’s due and when it might simply be a pleasant surprise that raises your profile a notch—or 10.

The post Show Gratitude, Stand Out appeared first on Beetle Press.