3/17/25
Get your small business or nonprofit organization in the news.
The most common question I get from my Rochester, MN clients is how to write and distribute a press release.
As a former journalist, this is satisfying because it means our city's businesses and nonprofits find value in getting featured in our local newspaper and broadcast media. The boost in visibility they'll get thanks to news coverage is a testament to how much impact the "traditional" media still have in our community of 122,000 people.
Here are a few caveats I always provide to local businesses:
Your press release is not guaranteed to get published/broadcast at all
If it does get published/broadcast, it has a high probability of being shortened or altered
If a business or nonprofit decides to proceed, here are some key steps:
1. Make sure it's newsworthy. In Rochester, just a few examples of newsworthy content include:
Opening a new business or an additional location of your existing business
Hiring a new CEO or Executive Director
Rapidly expanding or changing the direction of your business
Your business's sponsorship of a large charity event
Your nonprofit's announcing a new initiative that addresses community needs
Your nonprofit winning an award
Your nonprofit hosting an event with compelling speakers or activities that would generate impactful sound/video bytes
2. Write a clear, concise press release.
Include the 5 Ws necessary to tell your story: who, what, where, when and why
Include your contact info on the press release
Try to keep your press release to one page (and never more than two)
Attach high-quality, clearly-labeled photos, whether it's a head shot of a new CEO or a few fun photos from last-year's charity event that you're trying to promote for this year
Check out how to craft a compelling press release here (or better yet, connect with me to write it for you!)
View a formatted press release at the bottom of this post
3. Give the proper heads-up internally.
4. Create your distribution list. Do some online research to develop a recipient list that includes email addresses for:
Local media outlets (the construction is often just "news@postbulletin.com" or "news@kttc.com", etc.)
Regional and statewide publications/websites specific to your industry
Chambers of Commerce in all the cities you serve
Pro tip: If you know a reporter at a specific media outlet or think that your press release is a perfect fit for a certain reporter, it may be appropriate to contact them first to offer them "the scoop."
5. Load the press release onto your business's website and then email it to your entire distribution list.
If you email it to multiple places at once, use BCC so recipients don't see each others’ email addresses
Embed the text of the press release right into the email as well as linking to the press release on your website
Remember to attach your photos
Right after you email it to Chambers/media, forward it to all your employees and Board members so they know it went out
6. Respond quickly to calls from the media requesting more info or an interview.
Be conscious of reporters' tight deadlines; you'll lose valuable coverage if you take too long to respond
Make sure whoever is quoted in the press release is able to participate in quick turn-around interviews
7. Share your press release on your social media channels.
A few hours after your press release is distributed, create fun social media posts for all your business's social channels that link to the press release on your website
Even if the media don't pick up your press release, you'll still have excellent new content for your website and social channels
If the media do provide coverage, be sure to find it on the media outlets' social channels and re-post or share that on your own channels, too
8. Read the paper, watch the news and listen to the radio.
Monitor media coverage by setting up Google Alerts (or another similar free tool) for your business's or nonprofit's name and key staff
Save the articles and videos that your hard work triggered
Share and celebrate the coverage with your employees and Board members
Enjoy your moment in the spotlight!