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The Chef Alliance

Press Release Tips

By: CHEF Sonia, Success Manager at The Chef Alliance

Have you ever tried to send out a press release only to be met with disdain or rejection?

With everyone being bombarded with a fast-changing news cycle, it can be tough getting your message out about your new or expanding business.  With COVID-19, the situation is impacted even more, as so much of what we read today is bad news regarding health, burgeoning deficits, closing businesses, rising unemployment and the hundreds of newly reported infections.

To counteract all of the dismal stories, the media are always on the hunt for a good-news story, especially regarding new or growing local businesses.  But how do you get your story across without spending hundreds of dollars on a media consultant?  One way is to send out a press release.  Below, we have some key tips to help you.

1. Is your story newsworthy?
Before spending time and effort, and maybe even money if you hire a publicist, ask yourself the honest question: will anyone care about this story?

If the answer is 'yes' then read on and good luck!  
If the answer is 'no' then wait until you do have an interesting story.

2. Create a framework for your story
Journalists and media outlets receive hundreds, if not thousands, of new stories a day.  A press release should be short and succinct, no more than 400 words. Using bullet points will make it easier to get the point across to the media outlets and more likely to be read. Break the story into 3 or 4 keys sections, and write a couple of sentences in each section. You can refer the reader to more details about your story on your social media feeds, such as Instagram, Facebook or YouTube.

3. Reinforce your Main Point
Stories generally use quotes from the major players involved, so including quotes from someone who is knowledgeable about the story, in the event that the media would like additional information, is key. The quote(s) should be easy to understand by your target reader, and should read like a real person speaking.

4. Target your audience 
It's next to impossible to maintain a current media contact list unless it is reviewed and updated on a regular basis.  There are companies that provide this service for a fee, but you should ensure that their lists cater to your target market.

5. Follow Up directly
If you've sent out your press release through a news wire service, you can also follow up directly with some of the key journalists that you're targeting.  Include a quick story summary, some info about you/ your business and a copy of the press release.

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