For local businesses in South Africa, getting noticed can be challenging. But with a bit of strategy, a well-crafted press release can help you stand out. Here’s how press releases can help you gain visibility, attract customers, and build credibility.
1. Why Press Releases Matter for Local Businesses
A press release is a short, factual piece announcing news about your business. When published on news platforms or relevant websites, it can reach a wide audience and spread the word quickly. This tool can also improve your brand’s online presence, making it easier for potential customers to find you.
Key Benefits of Press Releases:
- Visibility: Get noticed in news outlets, search engines, and social media.
- Credibility: Appear in trusted news sources, adding legitimacy to your business.
- Customer Attraction: Reach customers searching for your services.
- SEO Boost: Online releases, when optimised, can rank on Google and bring organic traffic.
2. Writing a Press Release: A Quick Guide
Writing a press release is simpler than it seems. Follow these tips to make your release clear, concise, and engaging.
Start with a Strong Headline
The headline is the first thing readers notice. Make it specific, relevant, and compelling. A strong headline should clearly state what the news is about and spark interest. For example: “Green Energy Solutions Celebrates 10 Years of Eco-Friendly Service Across South Africa”.
Include the Essentials in the Opening Line
The opening sentence should quickly answer the “who, what, where, when, and why” of your news. This gives readers an immediate sense of what’s happening. For example: “Green Energy Solutions, a Cape Town-based company, is proud to mark its 10-year anniversary in providing eco-friendly home services across South Africa.”
Provide Background and Context
In the following sentences, add some context to help readers understand why the news matters. Explain what led to this moment and how it affects customers. Use simple language and keep paragraphs short to maintain interest.
Add a Quote
Including a quote from a key person in your business adds personality to the press release. This could be from the owner, CEO, or a department leader. Make sure the quote sounds natural and highlights the significance of the news. For example: “We’re thrilled to celebrate a decade of helping South African homes become more sustainable,” says the founder of Green Energy Solutions.
Finish with a Call to Action (CTA)
End the press release by encouraging readers to take action, whether it’s visiting your website, following you on social media, or checking out a new product. Keep it simple and clear.
3. Optimising Your Press Release for Online Visibility
If your press release will be published online, make it search engine-friendly. This means using relevant keywords, linking to your website, and including contact details.
Use Keywords Wisely
Research keywords related to your industry and business. This could be “eco-friendly home services” or “Cape Town sustainable solutions.” Sprinkle these naturally into your text, especially in the headline and first paragraph, without overdoing it.
Add Links
Where possible, link to your website or specific pages within it. For example, if you’re promoting a new product, include a link to that product’s page. However, avoid excessive linking, which can make the release feel spammy.
Include Your Contact Information
Always provide contact details at the end, including your website, email, phone number, and physical address. This ensures that interested readers can easily reach you.
4. Distributing Your Press Release Effectively
Once written, your press release needs to be distributed to maximise reach. Here are some ways to get it out there:
Submit to Local News Websites
Many South African news sites accept press releases, especially if they’re relevant to their readers. Research and compile a list of sites that might be interested in publishing your release.
Email Your Press Release to Journalists
Identify journalists who cover topics related to your industry. A personalised email with a short pitch about why your story might interest their readers can go a long way.
Share on Your Website and Social Media
Publish the press release on your website, either in a “News” or “Press” section. Share it across your social media platforms, like Facebook and LinkedIn. This not only increases your reach but also improves your site’s SEO by adding fresh, relevant content.
Use Press Release Distribution Services
You can consider distribution platforms that will send your release to various news websites and aggregators. However, these services are usually paid, so consider your budget and choose wisely.
5. Tips to Make Your Press Release Stand Out
With so many businesses vying for attention, here are some extra tips to make your press release shine:
- Keep It Short and Sweet
Most press releases are around 300–500 words. Stick to the essentials and make each sentence count. - Use an Engaging Tone
While a press release should be professional, it doesn’t have to be stiff. Write in a way that’s clear and friendly. - Include Visuals
If possible, include a relevant image or video link. Visuals attract more attention, especially on social media. - Follow Up with Journalists
If you’re pitching your press release directly, follow up after a few days. A polite reminder can make all the difference.
6. Examples of Press Release Topics for Local Businesses
If you’re unsure what news is press-release-worthy, here are some ideas to get you started:
- New Product or Service Launch
Let customers know about a new product or service and why it’s unique. - Anniversaries or Milestones
Celebrating a significant year in business or reaching a specific goal can make an interesting story. - Charitable Initiatives
Share news of donations, community projects, or other initiatives that show your commitment to social responsibility. - Special Events or Promotions
Announce events like store openings, limited-time offers, or community gatherings. - Awards and Recognition
Highlight any awards, certifications, or recognitions your business has received to build credibility.
7. Making Press Releases a Part of Your Marketing Strategy
Press releases aren’t just for big corporations; they’re powerful tools for small businesses, too. By making press releases a regular part of your marketing plan, you can keep customers informed and maintain a strong online presence. Over time, you’ll build credibility and awareness, helping attract more customers to your business.
Using press releases effectively takes some practice, but with these tips, you’ll be well on your way to creating impactful news stories. With each release, you’re not just sharing news—you’re building a stronger connection with your customers and community.
Learn More: How Local Businesses Can Use Press Releases to Attract More Customers
