“Press releases.” Sounds kind of formal and intimidating for a small business, right?

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They don’t have to be!

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Press releases are just info bulletins. They contain a message about something “newsworthy” that you want to convey to a targeted group of people. Those people may be interested in passing along information about your business to their own audience — if they think it’s relevant.

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Relying solely on social media will only get you so far in your marketing distribution strategy. Press releases are just one more marketing tool for your toolbel, and they can be a hugely important one.

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Getting mentioned in the media isn't a silver bullet, but it can do wonders for your business: more exposure, more followers, more customers.

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Why would a seller want to write a press release?

• To promote an event or market that you are hosting
• To notify the public about a change (a shop launch, a relaunch, a new product line or service, a merger, an award win)

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What can sending a press release do for me as a seller?

If a reputable news outlet, content distributor or organization picks up your press release, it is a free promotion for your business. They may run your release as is, or summarize it.

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Either way, sending a press release is a step to getting your shop in front of a) niche audiences that are directly relevant to you, and/or b) general audiences who may not know about you. In either case, those audiences are filled with potential customers.

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Working with the media doesn’t have to be scary. In most cases, especially in the business-to-business world, the media is there to help their audiences find the most relevant information.

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A press release is a great way to introduce yourself to members of the media or organizations that may be interested in what you are doing — and it can be the start of a fulfilling relationship.

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Can’t I just announce my news in a newsletter or on my social media?

You can, and you should. But a press release goes to a different group of people than your newsletter list or your social media following.

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People who read press releases usually have some decision-making power about content distribution, whether they work for a news outlet or an organization.

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Some charities and organizations run blogs or internal newsletters of their own and are always looking for news to include. For example, maybe you’re throwing a holiday market and donating some proceeds to charity. Let your local tourism office know via a press release! They might help you to promote it on their social media when the time comes.

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People who receive your press release have not necessarily opted in to follow your social media, or your newsletter, or your blog. But if their contact information is publicly available and you are sending information that is relevant to their business (i.e., news for a news distributor), you are usually permitted to send things like press releases for email marketing. Check your local email spam laws to be sure.
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How do I write a press release?

Press releases should be clear and to the point. They don't have to be long — 50 to 100 words can suffice! Don’t add a bunch of additional information that isn’t essential or relevant to what you are trying to say. You will usually need to write a couple drafts to get to something that sounds clear.

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Press releases have a simple structure. You’re probably already familiar with it from storytelling...the five Ws and 1 H. Who, What, Where, When, Why and How? A good press release covers them all, with the five Ws summarized pretty close to the top of the release. A great press release has a compelling hook that will draw the reader in and make them want to know more.

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Who: Who is sharing the information? (i.e. your shop name) Who does your news benefit or affect? (i.e. the audience you want to reach)

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What: What is the information you want to share? Is it new information? (i.e. your shop has just launched sustainable design consulting services for your local area)

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Where: Where does the information impact people? Is the intended audience local to you? National or international? Is it for a specific group? Does that affect the information you are sharing? (i.e. don’t send a press release about services only offered in your local area to outlets outside of your local area). Include specific venues and addresses where applicable.

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When: When is your information relevant to the target audience? Is it an event taking place over a period of days? Is it a permanent change like a storefront move and if so when is it happening? Include dates and times.

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Why: Why now? Why should the audience care about what you are saying? If you’re writing a press release to your local newspaper about a sale your store is having, they’re not going to care or think its newsworthy.

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But if you are writing a press release in late November to tell your local newspaper about a secondhand toy drive you’re holding for the upcoming holidays, they will be more likely to care. Try to figure out why they need this information now.

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How: How do people take action? What do you want the reader of the release to do? Visit your store or website? Buy your product? Make a donation? Be specific and include relevant links.
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What if I don’t hear back about my press release?

Even if you send out a press release and no one shares your news, your shop name still gets out there.

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Some editors and content creators receive upwards of hundreds of press releases or coverage requests a day, and they can only cover a fraction of them. But they do file content for the future. Maybe they aren’t working on anything right now, but maybe in six months they’ll be putting together a feature on “10 vintage fashion shops to buy prom dresses” and they’ll have your release in their archives.

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It’s common courtesy to wait a couple of weeks before following up to check in on the status of your release. One follow-up is usually enough. If nothing comes of it, it may not be the right fit for that time.
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Who do I send my press release to?

Think about content “distributors” who might be interested in knowing your news so that they can share it with their audiences. Google is your friend! In a simple spreadsheet, track their contact information.

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Some ideas:

• The Vintage Seeker (ahem! :))
• Local newspapers
• Local radio stations
• Local or provincial TV stations
• Local economic development offices or tourism offices (i.e. if you’re hosting a local event)
• Podcast hosts (podcasts sometimes deserve their own pitch, which we can cover in another future article)
• Blogs or social media accounts related to your niche (think beyond catch-all “vintage” or “reselling” blogs — think about drilled-down topics, like vintage Pyrex, 90s streetwear, fashion repair, etc.)
• Industry magazines or trade media (i.e. home decor magazines, environment/sustainability publications, vintage-related media)

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If you think your followers will be interested in a new storefront, a new website, an event or a new service you’re offering, chances are others will, too. You just have to find the right audience.

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Check out our press release template!

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