In the old world of press releases, a narrative was written up on paper, copied, and then mailed or faxed out to a press and contact list. It could be incredibly time consuming and require a bit of a budget. Now days, however, a press release can be distributed entirely using the internet and can save time and money. For a small home business this can be a very efficient way to boost the marketing efforts.
The writing of a press release is still the same as it always has been. The great thing about the advent of on-line distribution, however, is that it can now include hotlinks to other documents or to your web site and this can make it very easy for individuals to get closer to your business.
You can distribute your press releases using an e-mail list and put it on your web site. Just make sure that you are not “spamming” and include a disclaimer that allows people to “opt out” of receiving your information. It is best to include the release within the body of the e-mail but you can also include it as an attachment for those who may want to print it off. Just like in the “old days” you will want your press release to be accessible and simple. If you are going to try to spruce it up with images and color, keep the overall look simple and cohesive. I subscribe to a two-color and two-font rule. The colors should be compatible and look good together, as should the fonts. Too many different colors, styles and fonts make for a messy document and will make it tough for people to read and decipher what is being said.
Definitely include links to your web site or to other information. This is another reason you can keep your press release relatively simple and provide quick access to more detailed information. Be sure to include your contact information and a “call to action”: tell the recipients what you want them to do with the information (make a purchase, come to an event, etc.)