What would you say are the best ways to generate publicity for a Small Business besides a press release?  

1. Editorial Calendars: Most publications offer editorial calendars to provide information about the focus of upcoming issues. Traditionally used by advertisers to determine media buying opportunities, 'Ed Cals' are terrific resources for Small Businesses looking to offer their expertise and thought leadership on relevant issues. 

You can access Ed Cals by visiting the websites of individual publications or by subscribing to an Ed Cals service that allows you to search a database of tens of thousands of Ed Cal opportunities by keyword to identify the most relevant ones (PR Newswire offers a service called PR Newswire Ed Cals).  Often Ed Cals do not have editorial contact information so the best way to approach the publication is to start with the editor. 

Send a short email that provides a straightforward description of your company and its connection to the topic along with a compelling case for how your input could help strengthen the article. It is important to note the closing date for submissions: For monthly outlets this is at least one month prior to the closing date; for weekly publications, contact should occur two weeks ahead of close.  All Ed Cals will provide Ad Copy Deadlines – use these as a guideline when planning your pitch.

2. Developing Experts and Promoting them to the Media:

Developing executives into "industry experts" is extremely important to garnering media attention.  : Profiling key spokespeople on your company's Web site or in widely available expert databases provides reporters with easy accessibility to these experts.  Expert Networks such as ProfNet Experts offered by PR Newswire links reporters on deadline with 'experts' on particular subjects.  It works in two ways: experts set up profiles of themselves in the ProfNet database and journalist can search by keyword to find these profiles and contact the expert directly.  Or, a Small Business can sign up to receive ProfNet queries which are emails from reporters on deadline seeking sources for stories.  The queries provide the detail of the story and the reporter's deadline.  By subscribing to ProfNet, Small Businesses open themselves up to media opportunities from prime media outlets.

3. Media Contact Databases: Media contact databases are a great way to familiarize yourself with reporters who cover your industry.  Online databases (such as MEDIAtlas from PR Newswire) allow you to search based on numerous criteria to create a very targeted media contact list.  This list can be used as a pitch list when you have a story that you'd like to target to specific outlets.

4. Write bylined articles:  Research industry trade publications and determine if they accept bylined articles from thought leaders. If they do, then write one based on the parameters of the publication.  Make sure you choose a topic that is top of mind for your customers (the publication's readers), but do not be too salesy in your writing style.  

What are the components of a good press release?

A good press release conveys important information in a clear, concise and interesting way. Key components of a good news release include:

* An attention-grabbing headline should give the essence of what the news release is about. Keep the wording to a minimum and ensure the words used are descriptive, action-oriented and in the present tense.

* A strong lead paragraph will grasp the reader's attention. It should contain information most relevant to your message: Who, What, When, Where, Why.  Include a 'hook' to get the reader interested in learning more. A hook usually presents something new or significant about the company.

* Get to the point quickly. Explain the 'story' in short sentences using the most straight-forward language possible. Always write in the third person, avoiding 'I, we, us, our' etc. Avoid hype and subjective words such as 'leading', 'top' or 'excellent'. Back up the information you have presented with quotes from your company and if possible, an outside source.

* Place keywords within the text of your news release – words that your audience associates with your product, company or industry. These will increase the chances that your release being found using a search engine.  

* Your news release should end with a short paragraph that describes your company, products, service and a short company history – a boiler plate. And don't forget to include your contact name, email, phone number and web site URL in the release – either at the beginning or the end.  

What are some unique methods a press release has been used to help a Small Business?

Small Businesses can use news release distribution to communicate with a wide audience in inventive ways that are not only effective, but cost-efficient too.

In one example, a manufacturer of novelty cards, Crappy Endings, used PR Newswire's distribution services to launch its new, quirky range of greeting cards. The company planned a staggered release schedule that resulted in media attention across the nation, including a television appearance on CNN's financial news. In addition, the company was able to specifically target its key population, students, using PR Newswire's University Wire distribution list, and also integrated aspects of the television interview into a Direct Mail campaign. The resulting exposure ensured that the Crappy Endings name and story was success-fully communicated to its primary audience and beyond, at a fraction of the cost of a traditional advertising campaign.

What are the best ways to get your press release maximum exposure?

  The number one way to get maximum exposure for your press release is to use a reputable newswire service. Newswires hold databases of tens of thousands of media contacts, have contractual arrangements with thou-sands of news organizations and websites, and can help to determine which of these should receive your release based on relevance, geography and industry.

Additionally, a release issued by a newswire is viewed by reporters as being more credible. Reporters receive hundreds of news releases a day. One of the measures that reporters often use to separate the "wheat from the chaff" is whether the release came through a newswire. That tells them the source (you) is legitimate and worth consideration.

Secondly, ensure the news you're putting out is actually news. Think about "stories" in terms of what's of value or interest to your customers, busi-ness partners or investors. The likelihood is that these stories will be of interest to the publications that cater to these audiences.

Equally important to a well-crafted release is knowing when to make the announcement public. For Small Businesses, it's wise to avoid the hour prior to the opening of the stock markets. It's also advisable to avoid issuing a release during the afternoon on Friday or the day before a national holiday. If you're looking to reach daily newspapers, send the release in the morning to give reporters enough time to file an article for the next day's paper. For weekly outlets, try to time the release on a Monday or Tuesday, if possible. If you use a newswire service to disseminate your release, it's wise to discuss the timing of the announcement with your service representative.

How can a Small Business jumpstart its PR?

  There are a number of ways a Small Businesses can generate coverage quickly. For a start, think about the things that have happened recently in your company. If the business has hired new staff, taken on a new contract, conducted research or surveys, manufactured a new product or is offering a new service, you have the basis for news.

When you're putting together a project plan or even an annual plan, factor in the anticipated happenings and projects that may be of interest to a wider audience. Prepare in advance so you're able to send out the news when it's of interest to the media; e.g., as it happens or at a trade show when the media's anticipating news from exhibitors.

Small Business owners may also offer themselves as thought leaders. Even if you do not mention your company in the interview, by being associated with a topic related to your industry or market, you'll generate positive "thought leadership"— your expertise reflects on your company's brand.

Sponsorship of a high profile event or project will also help your business gain media exposure. Ensure your selection is in line with your business objectives, and that any PR will reach the audience you're trying to target.

Finally, if there is no news in sight and no recent news or trends to comment on, consider staging an event that your audience would find interesting. You can celebrate a growing customer base, a new product, or just stage a fun event for customers and business partners. Tie it in with something quirky – a business challenge or charity presentation – and the local media may even take note.

 Rachel A. Meranus 

Director, Public Relations 

PR Newswire

http://www.prnewswire.com