In today’s era of constant social media posts, submitting a press release to a local news outlet is a highly effective, yet often overlooked method of gaining credible business exposure. Readers tend to trust articles more than advertisements since articles are perceived as editorial content rather than paid promotions. Compared to other marketing strategies, press releases are a cost-effective way to raise public awareness.
In my thirty-plus years as a small business owner, I’ve written numerous press releases, all of which were published. While not everyone will have that kind of success rate, I believe two primary factors contributed to my success. First, the releases were crafted as a complete news story, and subsequently they were published exactly as written. Local newspapers, often understaffed, appreciate content that requires minimal editing. Second, I had established myself as an advertiser in the paper. Publishers are generally supportive of businesses, especially those that generate ad revenue for them. While purchasing an ad is not a prerequisite for having your press release printed, building a relationship with the news outlet can be beneficial.
Photographers have many opportunities to issue press releases for newsworthy events, including awards or recognitions, achievements such as earning a degree or completing advanced education, opening a new location, celebrating milestone years in business, or assisting a non-profit in reaching a fundraising goal.
Although writing a press release might seem intimidating, a well-crafted article is worth the effort. Templates are often available from organizations bestowing the honor. For instance, Professional Photographers of America offers templates for members who have earned a degree, become certified, or won an award in image competition.
The first paragraph of your press release should cover the essential Ws: who, what, when, and where. And often, this can be covered in one sentence. Winning an award for your photography work is a popular topic for a press release. I’ve written several that started something like this: “East Jordan photographer, Karen Walker earned top honors in the portrait category at state competition in January for her portrait of a local family.” From there, you can add explanatory details about the achievement and quotes from yourself and others involved. Lastly, explain more about your business such as your specialty and number of years in business. Aim for clarity and conciseness, keeping the release between 400-500 words.
To submit your press release, check the newspaper’s website for contact information. Some have online submission forms just for this purpose. Otherwise, send a brief note with your contact information and attach your release in a Word document along with a relevant photograph. Ideally, use a photograph that shows action, such as you receiving an award, standing in front of your new studio, or handing a check to representatives of the organization you’ve partnered with. At minimum, include a recent headshot of yourself.
Once you have your press release crafted and emailed to your local newspaper, consider other organizations that might share your news. Membership organizations often have newsletters that highlight members’ achievements. The Chamber of Commerce, arts organizations, and church or service clubs may also be interested. For these, consider a shortened version of your release since space may be at a premium and readers may already be familiar with your business. You may also find interest from neighboring newspapers when your event or achievement includes people or organizations in their area. In such cases, tailor your press release to highlight those connections.
In summary, lead with key information, add supporting details, include background information, and use quotes to enhance credibility. Conclude with a paragraph about your photography business such as your specialty, years in business, and location. This “extra” information at the end allows editors to easily shorten the article if necessary. Be sure to carefully proofread your press release to ensure there are no spelling or grammatical errors. And avoid using AI as it is easily recognizable by a trained eye.
Timeliness is crucial—submit your press release within a few days of the event. Then, get ready to enjoy your well-deserved recognition.
