Using press releases to attract local or national attention from journalists is great free publicity for your business and any events you are having or changes at the company you’re experiencing. Reporters are always scanning releases for potential news stories and they see a lot of press releases so be sure you use the the right way. Do not use them as advertising. Use them to construct a potential interesting story for the media or they are likely to ignore your press releases altogether.

Press releases are not difficult to write but there is a prescribed format for them. You can search online for templates which should include all of your contact information (city and state your business are in, your name, phone, email, etc.), a header and the release content. All press releases are written in the third person voice and should make the story idea clear to the journalist. Look for and present a unique angle to attract more attention.

So, what news story do you have to tell? What is unique about your background, your startup, your staff or service offerings? Do you offer an ironclad money back guarantee in an industry where that is unheard of? That might be a story. Are you an immigrant who came to this country with nothing and started a business, consider that a story. Look for what makes your business story or event stand out before submitting a press release.

You can write your releases yourself or outsource it to someone else very affordably. There are inexpensive writing services across the Web. You can find experienced copywriters at Elance.com, Odesk.com or GetaFreelancer.com. Expect to pay from $5-$15 per press release. Ask for samples press releases that your writer has done ahead of time. Again, however, it is fairly easy to write a press release and you can find templates across the Web.

Be careful writing your press release. Steer clear of professional jargon or industry speak. Write it like a news story by being clear, concise and to the point. The reason for your story should be clear to the journalist, but rich with detail.

Submitting your press releases to news outlets is easy. You can do it all online and many services offer free submissions with limits or restrictions. Do an online search for press release services and you will find a variety to choose from. Their requirements all vary so be sure to read about what you get for free and what you get with a paid service. Be consistent about submitting releases for them to pay off.

Using press releases effectively can brand you as an expert in your field. Don’t throw press releases out for everything you do. Use them judiciously and look for the stories within your business. Once you learn to develop this eye, you build credibility with reporters. Media attention is free marketing so try sending out some press releases and see what kind of interest you generate.