Last updated at 17:41, Monday, 14 January 2013

Nick Turner, digital strategy manager of CN Group which has seven local newspapers and numerous websites, gives his tips for ensuring your press releases end up in print rather than in the bin.

1. Keep it simple: The point of a press release is not to come up with headlines or witty intros, but to convey the essential information for a journalist to develop a story about your business.

So a heading at the top to give an idea of the press release’s subject is a good starting point and after that just tell your news is a concise and plain way with a quote or two from those involved if suitable.

2. Be realistic: Journalists should always be pleased to hear from local businesses, but we can’t guarantee that press releases will be used.

Some pages of a weekly paper may be planned out up to a week in advance and busy news days or big events such as elections or the budget can also increase competition for space.

And although we’d like to hear lots of news about your business including smaller items about contracts won and staff news, for example, it might be that – whisper it – your news isn’t quite as newsworthy as your thought.

3. Helpful information: When you’ve finished your press release it’s a good idea to include a few bullet points to give contact details and give any background information on your business or the issue covered in the press release.

4. Develop contacts: Take every opportunity to foster a good working relationship with journalists in your field.

If you can get to know them and understand the kind of news they need then you can have an honest discussion about your press releases and time them to fit in with their deadlines. Show some appreciation for journalists who take an interest in your business rather than those that just cut an paste press releases on to website.

5. Consider other options: Think laterally and you could come up with some other ways to raise your profile by focusing on regular features that newspapers and websites have each week.

So if there is a Q&A with a business person each week put yourself forward or you might like to give the letters page a try. You are looking at one such opportunity here – www.in-cumbria.com is always looking for business people to give five tips about their area of expertise.

If you have any questions about promoting your business or the best ways to use press releases please get in touch. Nick Turner can be contacted on 01228 612321 or via nturner@cngroup.co.uk or on Twitter as @nickincumbria

First published at 17:21, Monday, 14 January 2013
Published by http://www.in-cumbria.com