Awareness is the number one goal in building a brand. The process takes buyers, users, donors and sponsors through of process of becoming aware of the brand, understanding it, believing the messaging it is delivering, then trying, being satisfied and ultimately buying again and/or referring it to others.

A press release is an important tool for businesses and nonprofits looking to create awareness about a new product, service, milestone or any other timely event. The traditional process includes writing a press release, distributing it to a specific group of reporters and writers, then encouraging them to share the news with their audience.

The real benefit of writing a press release and receiving news coverage is two-fold. One, you create greater awareness for your company or organization and the benefits you provide to your customers, users and your industry or community. Second, each article written about your business builds brand credibility over time. This third-party validation of your company and products can ultimately help you generate greater revenue.

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There are critical parts of a business press release: a headline that will attract a reader’s attention, a clear and compelling call to action (CTA), a scan-fighting format that engages readers to focus on the content and not scan the release.

Press releases are communication tools, not sales pitches

One of the basics of press release writing is focusing on the story you’re trying to tell and giving the media a piece of news that will be of interest to their readers or viewers. Don’t try to pass off a sales pitch as newsworthy content. The media will see right through it and your release will end up in the trash. You’ll also likely lose credibility with that reporter that can hurt your chances of your next press release making the cut.

Be selective in what you regard as newsworthy content. Some examples of what warrants a press release from your company to the media include:

• The launch of a new product, service or offering

• An update to an existing product

• The opening of a new location or facility

• An event, such as an open house or celebration

• A milestone or anniversary

• A new member joining your team

• Support of a larger industry event or initiative

• Other news-worthy changes within the organization

Follow these press release basics to improve your chances of securing media coverage:

Keep your release short and to the point.

When you’re communicating with the media, you need to keep your release short and succinct. Start with an informative headline and spell out the who, what, where, when and why of your news immediately in the first paragraph. Reporters are deadline-driven and it’s unlikely they’ll read past this point before deciding if your news is a fit for their audience. If you haven’t captured their attention in that first paragraph, your news may get brushed aside.

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Build a carefully targeted media list.

Your news is more likely to be picked up by a reporter and turned into a story if you put it immediately into the right hands. Do some research before sending out your press release. You’ll want to find the writers, editors and newscasters who are most likely to find your news interesting and valuable. These may be journalists who cover your industry or editors who are familiar with the topic in your release.

Follow-up with a phone call.

Writers are busy. Don’t assume they read your email just because you send it to their inbox. After a day or two, give your contacts a call to check-in. Offer them the opportunity to speak with your CEO/owner, customers or any other stakeholders who could help them write a compelling story.

Don’t forget about additional distribution methods for your news.

Sending a press release to your media list is just one method of getting the word out. Take advantage of your social media channels to share your news, as well as email platforms and any other ways you communicate with customers, partners and industry members.

Seeking guidance from other business owners and marketing professionals is always a smart move. Most business owners aren’t marketers and writing about your own business can be an understandable challenge. One way to make the process of writing a press release easier is with help from someone who’s done it all before, like a SCORE mentor. A SCORE mentor will work with you as you write and connect you with marketing professionals who can offer their support. Contact a SCORE mentor today.

Contributed by Marc L. Goldberg, SCORE Cape Cod & the Islands, www.score.org/capecod, capecodscore@scorevolunteer.org, 508/775-4884. Sources: ASK SCORE 2022, Glenn Frates, www.cision.com

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This article originally appeared on Cape Cod Times: Business tips: Writing press releases to promote your business