I’d wager that the vast majority of small business owners firmly believe that there’s very little that goes on in their neck of the woods that’s news-worthy. They’d never consider using a press release service to announce anything business-related, because seriously. Is the fact that there’s yet another three-man pest control team operating in the greater Minneapolis region worth a spot on Google News?
No. No it’s not.
And it shouldn’t be — to a degree, those small business owners are absolutely right. But only to a degree. If you stop thinking about press release services as a method of spreading News (with a capital N) and start thinking about them as a way of sharing information that the greater public needs to hear, you can shift how you approach them.
Let’s say, for example, that your three-man pest control team has been in the biz for a while and they’ve been schooled by some experienced guys who know their subject. They know, for example, that termites hibernate all winter and them swarm first-thing in the springtime, looking for a new place to make a nest. That’s something that the general populace can take advantage of, even though it’s not news.
So they treat their press release service like it’s a PSA release service, and they write a simple blurb about how springtime is the time for termites to swarm, and they tell everyone what to keep an eye out for. They put their name and website link on it, give is to their press release service, and up it goes onto Google News and the whole bit. If they’re smart, they’ll engage local internet marketing tactics and mention their hometown in the article, so that people searching for news about their region will see it (and thus call them).
That kind of public-help material not only gets your business in the news, which is great, but it also builds a positive public-relations spin. The more urgent and the more esoteric the information you have to share with the public, the better the results. Spend an evening brainstorming a few dozen articles that you could send to your SEO company (they have a good relationship with several press release services) and get yourself a headline!