The Press Release is still powerful.
Most small business owners think getting featured in the news is expensive or only happens to big companies. Not true. At a recent Bucknell SBDC Business Bytes & Brews event, at Cup O Code, Bucknell University’s Director of Media Relations, Mike Ferlazzo, shared simple ways any small business can earn free publicity. Here are five takeaways you can start using today.
1. Not Every Business Update Is News
Ask yourself: “Would someone outside my business find this interesting?”
Good reasons to send a press release include:
- Launching a new product or service
- Celebrating a milestone
- Hosting an event
- Winning an award
- Partnering with another business
- Giving back to your community
If it’s something people would share with a friend, it may be worth pitching.
2. Keep It Simple
Reporters are busy. Your press release should be no longer than 1 page and should answer:
- Who?
- What?
- When?
- Where?
- Why does it matter?
If they have to dig for the important information, they’ll probably move on.
3. Timing Matters
For the best chance of getting noticed:
- Send press releases Tuesday through Thursday.
- Aim for late morning or early afternoon.
- Skip Friday afternoons and weekends.
A great story sent at the wrong time can easily get buried.
4. AI Can Save You Time
Don’t stare at a blank screen.
Use ChatGPT or Gemini to draft a press release, brainstorm headlines, or organize your ideas, but ALWAYS edit it so it sounds like you.
5. Build Relationships Before You Need Them
Follow your local newspaper, TV station, or business reporter on social media. Read what they cover. Introduce yourself before you have something to promote. When they recognize your name, you’re much more likely to get a response.
Need Help Marketing Your Business?
You don’t have to figure it out alone.
The Bucknell Small Business Development Center (SBDC) provides no-cost, confidential consulting for entrepreneurs and small business owners throughout Central Pennsylvania. Whether you need help with marketing, public relations, social media, or growing your business, we’re here to help.
