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It is important that you call each publication prior to faxing the PR to find out exactly who to direct it to, and equally important that you call again after you send it to follow up and make contact with the publisher. The content of the release should be presented in the context of a real human interest story that people would be interested in hearing about (“Local business overcomes adversity…”), and should also speak to your intention to grow your business, and imply that the growth will create jobs for example.
Finally, you should consider buying an ad in a couple of the publications. They are more inclined to pay attention to news coming from a customer. If you are lucky, you might wind up having a feature story done about your business (which would be a definite HOME RUN!).
Great tips worth sharing! Thanks Bill!
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