One excellent FREE source of advertising that small business owners can take advantage of is a press release. What makes it different is that it should not look or appear to be an advertisement. It is helpful to know what the editors are looking for and how to get your story in the paper. There is a blanket formula that you can use that will increase the likelihood that your press release will make it to print. If you have done a competition, are presenting a show, hiring a new instructor, building or moving to a new facility, plan on doing a fundraising event, holding a master class or any other newsworthy story, then you have a possible opportunity for a press release. Do not take it personally if it does not make it to the paper. However, it is helpful if you can build some kind of relationship with the editor. Send them a thank you note or some other kind of gift when you do get your story published so that they remember you.
3 Types Of Press Releases:
1. Event or Announcement: Launching a new business, holding a master class, having a showcase or recital or hiring a new teacher. The sky is the limit on this type of release. For an "event" press release : Dateline: location of the event Give the essentials: date, time, place, description of event and purpose in the first paragraph. Top down story: most important news first, then background, then bios of principals. Working from top to bottom. Do not bury the lead. Make the main event the title. For any event including radio and television and theater, three weeks prior to print, 2 months will typically be needed for magazines.
2. Story News: create news about your business, find an angle and connect it to current news. Tie in your story by demonstrating how dance is hot right now especially with all the dance television shows currently airing. For a story press release: Dateline: location of the business Link to larger industry, national trends, current news or events. Be careful of self-promotional language: a press release is not advertising! You will get publicity through the story.
3. Perspective: If you can offer a perspective on a subject or topic. For an "offer a perspective" press release: Supply objective data to back up your expert opinion: A good angle would be how dance promotes physical fitness. Make sure you sound impartial: the purpose of this article is not to promote your business, but to get the name of your business in the media. Include the bio about your business in the body of the release and your contact information at the bottom.
Instructions: The best way to deliver your information is by e-mail with the title and subject of the release in the subject line. Never put reporters/editors email address in the "To send" or "TO" line when e-mailing to more than one address simultaneously. Put all e-mail addresses in the "Blind copy" or "BCC" line and either your name or, For Immediate Release in the "TO" line. Target a specific reporter by calling the newspaper and finding out the name of the one who will be covering your topic. Put the release in the body of the e-mail and do not attach a file unless requested. Attach interesting jpeg photos, two maximum. You can and should follow up with a phone call to the reporter or editor. You can check to see if they have received the press release. Be brief, keep it to the essentials or leave a short, explanatory voice message with contact information. Do not mail or fax unless requested to do so.
Issues and trends: There are many angles you can take to link your press release into relevant issues in today's society. Health Issues: Childhood obesity epidemic. Importance of Family Values: Learning the values that will be life enhancing.Holidays: Holding special events for different holidays that the general public can attend.Improving Quality of Life: With all the wonderful life enhancing attributes that dance will develop it is easy to build a story around this topic.
Lastly, promote all of your performances and competition results. The idea is to spread the word about what your studio is doing, has done or is about to do!
Join 100's of Dance Educators from Around the World In Vegas This Summer CLICK HERE
