101: How to Write a Press Release
How to Write a Press Release in 30-minutes
Most entrepreneurs don’t start out with a full public relations department. In fact, most entrepreneurs are their own public relations department in the beginning. They identify their company’s news, create a media contact list, and write and send press releases. This post focuses on how to write an effective, basic press release for your company. The good news is—it’s easy!
As you might guess, a press release provides a media contact with the information they need to write about your company. A good press release is short, clear, thorough, and without errors. Most press releases adhere to a standard format including: the heading, the headline, the body (with a quotation), and your company’s boilerplate.
The heading. Make sure your press release includes the most pertinent information at the top. It should read: For immediate release and give the date. Include a contact name with a title and an email address.
The headline. The headline is important! Begin with your company name followed by a strong, specific verb. For example, Harvard Business Services Launches Video Series for Entrepreneurs. There are those who say you need experience in Search Engine Optimization to write a headline. Don’t let this stop you. If you have in mind the top three key phrases and/or words your audience is searching, you are on your way.
The body. In this part of the press release, answer the questions: who, what, when, where, and why? In addition, include at least one quote from a key figure—probably you. If a media contact writes about your company and does not have time to interview you, they will use this quote.
The boilerplate. Finally, include a boilerplate and let your audience know how to contact you to learn more. Briefly describe your company, what you do, and who you are. End with a reiteration of your contact information. It is always helpful to include a relevant link to your website or blog. Finally, if you are publicizing something to a highly visual audience (say comic book readers) or from within a primarily visual industry—such as Interior Design or Architecture, send an image.
See below for a basic example:
For immediate release: February 21, 2011
Contact: Christina Cornelius, Director of Public Relations, Christina@delawareinc.com
Harvard Business Services Launches Video Series for Entrepreneurs
February 21, 2011 (Lewes, Delaware)—Harvard Business Services (HBS) announces the release of a video series for entrepreneurs seeking information about forming a company in Delaware.
“We at HBS have a long tradition of guiding entrepreneurs through what can sometimes be a daunting process of forming their own companies. We are pleased to offer a video series that answers the questions entrepreneurs ask us the most,” says chairman and CEO Rick Bell.
HBS’s video series covers the following topics:
- The Best Way to Form a Delaware LLC or Corporation
- The Advantages of Incorporating in Delaware
- LLC vs. Corporation: Which is Best?
- I Formed my Delaware LLC or Corporation: What Happens Next?
- Change your Delaware Registered Agent to Harvard Business Services
- The Best Delaware Mail Forwarding Service
- How to Pay Your Delaware Franchise Tax: LLC or LP
- 101 on Delaware Franchise Tax
- How to Pay your Delaware Franchise Tax: Corporations
Access the video series through HBS’s website in the video library, YouTube, or the HBS Blog in the videos of interest section.
About the HBS Blog
Launched in March 2009, the HBS Blog covers a wide variety of topics ranging from tips on raising capital to business basics on how and why to incorporate. Harvard Business Services created the blog as a tool to empower entrepreneurs through thought-provoking articles. In addition, the HBS Blog is a virtual community where entrepreneurs can join an open dialogue and share expertise.
About Harvard Business Services, Inc.
Founded in 1981, Harvard Business Services has formed more than 80,000 corporations and Limited Liability Companies. Harvard helps clients to incorporate in Delaware (DE), form Delaware Limited Liability Companies (LLCs), conduct business filings, pay franchise tax, and research corporate formations. Now in its 30th year of service, Harvard Business Services builds on its tradition of providing same-day business filings combined with unparalleled customer service.
For more information, visit Harvard Business Services on the web at www.delawareinc.com or contact a business specialist at 1-800-345-CORP. To follow our blog, find us at the HBS Blog.
Ideas for Brainstorming Names for Your Company
Filed Under: INC Knowledge
Tags: Business Tips, Company Name
While you could spend up to $80,000 to hire a firm to generate a name for your company, you can also rely on good old-fashioned, cost-effective brainstorming. But, how do you create the best name for your company without a branding specialist? One way to begin is to turn three simple, but powerful words into a focus statement; one that can define your company and guide you in naming it. A focus statement could look like this: (my company name) communicates that we are an elegant, artistic and reliable company. To determine the three words that your company name should communicate, answer the following questions using the list of words below.
Trustworthy
Reliable
Strong
Sincere
Genuine
Stable
Loyal
Solid
Skilled
Dependable
Affordable
Fast
Efficient
Expert
Intelligent
Artistic
Hip
Fun
Chic
Trendy
Cutting Edge
Innovative
Refined
Elegant
Classy
Classic
Pragmatic
Sensible
Down-to-Earth
Friendly
Personable
Maverick
Innovative
Excellent
Well-known
Famous
Green
Socially Responsible
Organized
Flexible
Global
Big
Small
Urban
Rustic
Perhaps all of these words apply and appeal to you, however, selecting a unique combination of three will give you your focus.
Here are the questions:
- What do you intend your clients / potential clients to think when they first hear or see your company name. (Choose three)
- Select three words that describe your dream office.
- Select three words that describe your clients.
- Select three words that describe your business or leadership style.
- Select three words that communicate the qualities for which your clients will choose your business over others?
- List three business names that have the same ‘feel’ you would like yours to have. What three words do these business names communicate to you?
Don’t worry if you have selected one or two words several times or if you end up with a total of 10 or 15 words. This is your short list. Use your gut instinct to make the final cuts, separating out only three words that most accurately and completely communicate your message.
Use your focus statement to create cohesiveness as you make the numerous marketing decisions you will face. Test your logo, office décor, and letterhead against your focus statement and you are well on your way to a basic, effective way to convey who you are and what your company has to offer.
Tips for Writing a Business Plan
Filed Under: 101
Tags: Business Tips, Entrepreneur
If you are getting ready to start a business, the process of writing a business plan will help you clarify your vision. The final product, too, will help you represent your business to potential advisors, investors, clients, and vendors. Below, I have compiled some resources to get you started.
First, you want a mental map of what a basic business plan includes. Check out www.myownbusiness.org/s2, a website that provides outlines of the business plan and some business plan writing tips. If you decide you want to purchase a few books on the topic, check out http://www.planigent.com/html/books.html, which includes helpful, thorough reviews of some of the more popular how-to-write-a-business-plan guides.
Generally, business plans are at least three sections: one on the business itself, the second on financial data and projections, and finally, a section that includes documents that support the prior two sections. Typically, you will also include a one-page version of your business plan, known as an executive summary or a plan summary. Many advise that you write the summary last. This one-page document includes everything that is in the business plan, but in a succinct version that communicates who you are, what you want to do, how much money you will need, and how much money you project that you can make.
You do have some creative license in designing your business plan. If you decide to maintain the three-section model, the content within each section and the order of that content can vary. In other words, there is not one right structure for a given business plan, but several possible structures. Many books include examples of business plans. You can also go to http://www.bplans.com/sample_business_plans.cfm for a wide range of good-looking business plan models by industry. You may find it most effective to combine several models, to create a structure tailored for your unique business and purposes.
Finally, depending on your strengths and skill set, you may want to seek additional resources to simplify the process and help you make more informed decisions. Specifically, you may decide to look into business plan software programs or professional consultants. Software programs can range from $20 – $150. They are designed to walk you through the writing process and to create a professional-looking finished document. For reviews of business plan software, visit http://www.diybizplan.com/software. As for consultants, don’t be afraid to consult a professional writer and editor, or an accountant. The quality of the finished business plan, like a resume, should be flawless, especially if you plan to share it with outside parties. Equally as important are the numbers, specifically the projections for the first year. If accounting is not your area of expertise, it is may be helpful to find someone you trust to consult.
Ultimately, you and only you can make the creative and intellectual decisions that hold the best business plan results for you. Although the thought of writing a business plan can be daunting, the good news is that there will be no one right answer, but several.
The Gift of Dyslexia
Filed Under: Books of Interest
Tags: Entrepreneur
While doing some research I came across a few interesting studies regarding dyslexia and entrepreneurs that I found to be very interesting. In 2004, a study by a research center based at Case Business School in the UK reported that 20% of British entrepreneurs identified themselves as dyslexic. (Whereas, only 4% of corporate managers in the same study identified themselves as dyslexic). In 2007, a similar study suggested that the percentage of dyslexics among American entrepreneurs is in fact greater, where 35% of entrepreneurs identified themselves as dyslexic.
Some suggest that several traits and experiences common to dyslexics converge to create this tendency towards entrepreneurial activity. People who are dyslexic often excel in the one of the fine arts, see abstract patterns where others would not, rely on delegating to get certain things done, prefer to get straight to the point when reading and writing, they value doing rather than studying, show high levels of creative thinking skills, and have experienced failure and bounced back—all fantastic traits for entrepreneurs.
Here are a few very successful famous entrepreneurs who identify themselves as dyslexic: Richard Branson (Virgin), Charles Schwab (Charles Schwab), Ted Turner (Turner Broadcasting), John Chambers (Cisco), Henry Ford (Ford Motor Company), Paul Orfalea (Kinko’s).
If this topic interests you be sure to check out the book written by Paul Orfalea, the founder of Kinko’s called Copy This!: Lessons from a Hyperactive Dyslexic who Turned One Bright Idea Into One of America’s Best Companies.
Top Ten Questions to ask Yourself While Editing Your Own Writing
Filed Under: Top Ten Lists
Tags: Editing, Top Ten List, Writing
Entrepreneurs wear many hats so they often write and edit everything of their own, from proposals to press releases. Below are the top ten questions I ask myself when I edit and proofread my own work.
Editing Checklist
Approximately how many errors do I expect to find per page? (Knowing the density of errors common to the writer, even when you are the writer makes you a more successful editor.)
Have I checked numbers, capitalization, names of people and organizations, hyphens, punctuation, often-confused-words, and difficult-to-spell words?
Have I reworked the sentences in the text during which I hesitated or stumbled when I read the piece aloud?
Is there any block of text that I can cut without sacrificing meaning? On the sentence level, are there words I can cut that do not add meaning?
Are there blocks of text or sentences that would benefit from further explanation or clarification? If so, consider writing one additional sentence.
Are there words I want to reconsider because they lack precision, or because they are either too formal or too informal?
What sentence most clearly and succinctly captures the core of my message? Knowing where the heart of your meaning appears allows you to consider its placement.
Which sentence in this piece would make the best beginning? The best closing?
Are there any long sentences that would read better as two?
Are there any ideas expressed in several sentences that could be delivered in just one?
