Free buzz: get the word out on your business through effective press releases.

• Author: Sergeant, Deborah Jeanne
• Position: PUBLIC RELATIONS

Sending a press release provides a free way to promote your business as increasing costs squeeze your small company's budget.

You're also helping out the media, who "is looking for things to write about that are exciting and appealing for their readers," said Sandy Harper, owner of Cyrano's Book Store, Cafe, Cinema and Off-Center Playhouse. Harper formerly produced a talk-radio program, so she knows what she's talking about.

THE MESSAGE IS MOST IMPORTANT

Figure out your message, which should represent how you solve clients' problems and why potential customers should feel motivated to give you their business. Harper advises that the press release's message should be succinct, clear and concise.

At the top, list the name of the person representing your company to the media, their phone number and e-mail, the best time to contact them and if photos are available.

If writing the actual release is too intimidating for you, hire a consultant, freelancer or a journalism or marketing student. But if you're up to the task, begin with local publications that would be much more likely than national media outlets to snap up a homegrown story.

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Consider what's recent and exciting at your company, such as a new product, key employee, location, event, expansion or merger. Naturally, the more impact it will have on the community (remember, it's all about the audience), the more newsworthy it will be.

Interesting hooks help, too. If your company moves down the block, no one will care, but if you're renovating an architectural eyesore, that's news. Hiring a receptionist isn't news, unless she's the graduate of a new training program launched to help persons with disabilities integrate into the community. The last example would generate a "softer" story called a feature, but would still get your company name in the news in a positive way.

In features, your company name will be more incidental. But they still generate publicity, such as:

A staff member with a strange hobby (your secretary travels as a carnie juggler on vacation every year)

An employee who has accomplished something outstanding (your salesman built his house completely out of building site cast-offs)

An employee who is lauded by a respected and credible organization

Construct a summary of the whole idea for the first paragraph. Give your press release a title and keep the vital facts up front the way newspapers do.

Newspapers and magazines often publish promotions, awards...