Rembrandt’s Blog

A new entrepreneur asked me how much a press release should cost to write and distribute. And the answer is that it can cost anywhere from nothing (if you use your own time and effort to do it yourself) to thousands of dollars (depending on the services used and the distribution).

I think the real question to ask is…

Why are you sending out a press release in the first place?

If you want to reach a specific audience, perhaps you would be better off talking directly to a reporter at a targeted media venue. Once again, it all comes back to your specific goals and what you want to accomplish with your publicity efforts.

Now if you want to announce some news to a large audience, remind media members you have current products and services and get the word out quickly, a press release is probably the way to go.

And if you are not a skilled writer, I highly suggest that you find one to write your release for you. After all, you want to make a good impression and I’m sure you have core, business activities that need more of your attention and focus.

Where to Get a Press Release

To find out more about press releases, check out resources such as PRWeb,
PR Newswire, BusinessWire, and PRSA.

You’ll also find a lot of sites where you can post your release for free by doing a simple search. Look for pertinent media venues where your audiences hang out and see if there is a place to post news items.

Press releases are a great tool for building buzz about your business. But before you spend too many resources on writing and distribution, review your goals and research all of the possibilities. You may want to pursue other publicity opportunities that will give you better results.

These are just a few tips to help you get started. If you’d like further assistance with your publicity efforts, sign up for my free newsletter at www.rembrandtwrites.com. And as a
special, free gift for registering, I’ll send you my new, e-tipsheet on “5 Must-Have Tips for Working with the Media” at no charge!

A lot of entrepreneurs ask me how to get started with their public-relations efforts. And the most common questions pertain to finding a good publicist.

Before hiring a new PR expert, it is essential to conduct research, check credentials, get client testimonials, and ask important questions.

To start, review your goals.

What do you expect the publicist to do for your small business?
What kind of budget do you have to work with?
What are your immediate deadlines?

You really need to know exactly what you are expecting before speaking to a potential publicist. This way, you can clearly communicate your expectations and goals during your search.

When you are ready to interview a new PR expert, here are some sample interview questions to ask:

1. Who will I be working with and what is that person’s experience?

2. Will more than one person at your organization be helping me, or will I have one, central contact person?

3. How can you help my small business reach my specific goals?

4. How long do you think it will be before I see results?

5. What services are included in your fees? What products and/or services cost extra?

6. How do your contracts usually work?

7. Is there a way to have a trial period before making an actual commitment?

8. What happens if I am not satisfied with your work?

9. Do you have some references I can contact?

10. Why should I use you for my public relations needs instead of another organization?

These are just a few questions so be sure to add those pertinent to your specific needs. Check out PRSA.org for more information.

And as a side note, be wary of anyone who can guarantee placements. In today’s media world, full of last-minute news coverage and uncontrollable edits, it is very difficult to guarantee a publicity placement.

Also, look for someone that you feel comfortable with and can act as an extension of your team. And for your protection, be sure to sign a contract that both parties can agree upon.

You can significantly increase sales and awareness for your small business through publicity. And if you don’t want to do it yourself, be sure to take the time to find the right publicist for your specific budget, goals and needs. Otherwise, you might spend a lot of time, money and effort with little results.

If you’d like assistance with your publicity efforts, have questions or would like to receive my newsletter full of helpful tips, feel free to contact me at www.rembrandtwrites.com. Thanks!

As a small business owner, it is important to develop ongoing relationships with media members. And an important part of that process is thanking them for their assistance year-round.

The next time you see a quote or article in the media that includes information about your business, be sure to thank the reporter who wrote the story.

After dealing with stressful deadlines, pitches from hundreds of publicists and interview-scheduling, media members appreciate a note of thanks and a few comments about their hard work.

With this in mind, have you thanked your customers, partners, employees, and other business associates lately?

By taking a few minutes to send a simple thank you, you can help build valuable relationships, increase word-of-mouth and grow sales.

For Nielen’s Small Business Resource Center, I asked several small business owners how they say “thank you” was overwhelmed with responses. Here are some of their tips:

“To thank an executive for something I send a small gift to their children or their dog. Also, whatever they helped me with (say advice on a business problem) I follow-up and give them the resolution with a “your advice helped in blankety-blank.” They are usually curious of the outcome when they’ve “helped.” Debra Benton, President, Benton Management Resources, Inc.

“Special ways we can thank customers not only include thank you e-mails or letters, but also answering questions promptly and thoroughly, offering discounts for products or services, phone call follow-ups, and free tip sheets or reports that are applicable to the customer’s needs.” Jill Exler, Founder, jexbo™.

“One of the best ways we’ve found to say thanks to our customers is to give back to the community. Peavy’s Garage hosted a food drive for a local, Katy, Texas food pantry. In the past, we’ve been a part of blood drives and other events. We believe that by bringing the community together to make Katy a better place Peavy’s Garage is making life a little better for our customers.” Ken Peavy, Owner, Peavy’s Garage.

In my next blog entry, I’ll share more of these great thank-you tips. Perhaps you’ll be able to use some of these ideas or be inspired to create your own appreciation efforts specifically for your customers and business associates!

And if you have some thoughts on this, please let me know here or at www.rembrandtwrites.com. I’d love to hear them!