Steps to writing an effective press release: experts give tips and tales.

• Author: Lober, Jamie
• Position: MARKETING

Writing a press release can be an art. And sometimes only the best written ones get published. So how can you, as a small business without a marketing team to promote your business, be assured you make the news at least some of the time by grabbing the attention of editors and reporters who put together print, radio or television news?

There are always the old basics. Write a catchy headline, include contact information, date the piece and keep it short. But press release experts such as Ryan Macinster, communications director at Anchorage Economic Development Corp.; Steve Gonzalez, business owner at Gonzalez Marketing in Anchorage; Amy Cockerham, vice president of Thompson and Company Public Relations in Anchorage; Kathleen McCoy, president of Alaska Press Club; Slavik Boyechko, marketing and development specialist of Red Cross in Anchorage; and Lyn Whitley, marketing officer of First National Bank Alaska, offer more detailed tips.

"We are a young state and people are pulling themselves up in bootstraps finding new ways to do things, says Macinster. "The last year and a half we were thrust into the national stage and have a venue to talk nationally about the cool things Alaska businesses and entrepreneurs have to offer." An effective press release all comes down to strategy.

1 Understand the purpose of a press release before you begin.

A press release is designed to prompt a reporter to publish information about your company, or even better, write a story on your company that helps build your reputation as a company, be an expert in your field, and bring business your way. Develop an angle that grabs attention and keeps it. Brag about awards, promotions, new products, new services, new technology, industry news and anything else deemed newsworthy. If there is bad news floating around about your company, address it. For example, if you know strikers may appear at your doorstep, be proactive and send out a release stating the problem, why your company is a great company, and how you plan to deal with issues. Don't let them be the nightly news. Let your company be in control.

2 Offer a catching headline.

The headline should get your message across using few words. The same applies to the subject line of your e-mail since that is how most press releases are distributed. It is important to be realistic. "Think about how your piece would appear in the paper and not necessarily what you would want them to say," Cockerhams says. "For example...