For the 32.5 Million Small Businesses in the U.S. - KWC Targets Your Press Releases to Local & Industry Media
KimberlyWritesCreative comes to the rescue for local small businesses, offering local news releases & distribution for 25% the cost of national wire services, with better pick-up results!
I write newsworthy press releases using niche distribution methods that focus on local media so as to put those releases right into the hands of the people in a newsroom who make decisions about the news.
I worked in a Top 10 television station newsroom in Miami, FL back in the day when there were only two wire services: The Associated Press and Reuters.
They spit out reams of teletype paper in perpetuity and whoever sat at the assignment desk was responsible for determining what news was pertinent to the Miami market.
The key to a successful press release is targeted distribution!
From the assignment desk, news was disseminated to the appropriate editors: business, city, sports, entertainment, etc. Reporters and producers wrote the stories while the anchors read the news on air.
While there are a lot more wire services available today and they are completely digital, the news decision-making process has not changed much in 30 years.
Today, having written for the print and online news industry the past 20 years, I know firsthand what stories will capture the attention of the media.
The local media does not "follow" or "connect" with every small business in town, therefore posting announcements on social media does not consistently lead to citywide coverage.
Better to get a news story and post that to your social media and website news page!
Become a "Subject Matter Expert" in Your Market
Press releases can help you establish your business as a “Subject Matter Expert” in your field.
If you are sending periodic press releases about your business, over time you will establish your business as a SME – that is, a knowledgeable source of more information who can shed more light on a topic in a national or regional news story.
Regional & National Industry News
They will also improve your position within your industry.
Almost every industry has “trade” media and professional organizations that distribute B2B magazines and newsletters to businesses within the industry.
Having written for these types of publications myself, industry media is always looking for input from businesses within their industry.
It can be tips and tricks, events like tradeshows and competitions, inspirational start-up and growth stories, technology-driven content, state-of-the industry reporting, trends, and more.
Your local Chambers of Commerce (if you are not a Chamber member – consider it!) have newsletters and news sections on their websites where they will run news from local business members.
25% of the Cost of News Wires with Significantly Better Response
Cost is usually a factor with small business and newswire services are expensive and scatter-shot. Furthermore, most small businesses don't need national coverage, even with industry and regional filters.
While I cannot guarantee every media source in every market will pick up every press release, KimberlyWritesCreative significantly improves the odds of getting picked up for 25% of the cost of wire services.
There are many reasons to use local press releases.
Below is a list of common but not limited to, PR practices:
- Technology breakthroughs
- Awards, certifications & business recognitions
- Groundbreakings
- Grand Openings & Ribbon-cuttings
- Involvement in industry or professional seminars, tradeshows, competitions, speaking engagements, etc.
- New and "exclusive" technology, products & services
- Community involvement or sponsorship of charity events
- Economic growth milestones
- Relocation, expansion & new locations
- New & innovative products & services
- New employees, esp. in executive positions
- Historic highlights like significant anniversaries, etc.
Any announcement pertinent to your local customer base and community are newsworthy.
If you are not sure about the significant of your news, KimberlyWritesCreative is here to guide you.
Press releases are not advertising - it is better!
Get your message out in front of the local TV cameras and in newspapers with Press Releases by KimberlyWritesCreative.
Tell Kimberly About Your Press Release Projects
A News Discovery
In 2011, I was contacted by a high-end automotive detailer in Ipswich, MA about a prestigious detailing project he was about to attend.
He had been chosen for a select team of 15 detailers from around the country to begin restoration of the paint and brightwork on the original Air Force One Presidential Jet on display at Seattle's Museum of Flight.
The paint was deteriorating and the aluminum that made it shine was corroded and black.
It was not exactly an everyday job for the average automotive detailer.
I had written a cover story about him a couple of years earlier for an automotive industry "trade" (B2B) publication.
He asked if it was possible to do local press releases for each of the 15 detailers on the hand-picked team in their local markets.
I had previously cut PR from my writing service offerings because after doing a few national pitches, they were outrageously expensive to send down the wire services, and the response was negligible. I had even tried some online-only services that were less expensive, but equally ineffective and harder to target, even with a regional and industry filtering mechanism.
Hmmm. Local however would be fairly easy to pull off. It was a good story and I had an idea it just might be effective.
I manually built media databases in each of the participating detailer markets and I did so manually.
Mailing lists are notoriously outdated by the time you receive them, especially in the media, which has a high turnover of personnel.
Fourteen of the 15 small business detailers from Sag Harbor, NY to Miami, FL and Big Bear, CA did press releases that year and all 14 were picked up by multiple newspapers and television stations.
We had a 95% success rate.
One detailer, located in Memphis, TN said he got so much media coverage, he was recognized at his bank and at the grocery store for “being on the news last night”.
The one detailer who declined the PRs got nothing.
We did one overall "project" PR in the Seattle market where the event took place and the response was tremendous,
Over the next 12 years, it became an expected and well-received event in the Seattle media because the progress on the restoration of the iconic but deteriorating airplane was visibly spectacular.
One press release in their local market cost 25% of one hit down the average wire service and garnered a 100% success rate with multiple media hits.
Press Release Success Stories
Charleston’s New Alchemy Elevator Company to Offer the Perfect Mix of Licensed Commercial/Residential Elevator Installation & Service in Four States
CHARLESTON, SC December 6, 2023 — Licensed electrician Cameron Raybourne has announced the official opening of his new company, Alchemy Elevator, headquartered in Charleston, serving North Carolina, South Carolina, and Georgia with a variety of new elevator installation options and repair services for existing elevators.
The commercial product line includes hydraulic and traditional counterweight lifts, vertical platform lifts, and Limited-Use, Limited Application (LULA) elevators. On the residential side, they specialize in home elevators, stairlifts, sometimes called stair-chairs, and dumbwaiters...
Read Soda City Biz Journal pickup Read Elevator World industry pickup
Springfield’s Pro & Local Car Show Donates $1,700 Proceeds to Soldiers Home in Holyoke For Veterans Day
SPRINGFIELD, MA November 11, 2019 - Local Mobile Detailing officially presented the Soldiers Home in Holyoke with a $1,700 check for Veterans Day. The donation is the proceeds from the 2nd Annual Pro & Local Car Show held in August at “The Tank” American Legion Post 185
The check was presented to Bennett Walsh, Superintendent of the Holyoke Soldiers Home by Pro & Local co-owner and U.S. Air Force Reservist Chris Vella who is stationed at Westover in Chicopee, MA. Vella’s business partner, Air Force One Detailer Paul Frasco, is currently at the world renown Specialty Market Equipment Association (SEMA) automotive show in Las Vegas this week and was unable to attend the ceremony...
After Two-Year Hiatus, Air Force One Detailing Team Returns to Seattle’s Museum of Flight July 11-18
BIG BEAR, CA July 6, 2021 — After two years, and thanks to a very generous benefactor, Master automotive and aircraft detailer Renny Doyle of Detailing Success will return to Seattle’s Museum of Flight this year with a smaller but more streamlined Air Force One Detailing Team to continue the preservation of the first presidential jet Air Force One July 11-18. Also on the agenda is the equally historic WWII B-29 Super Fortress Bomber.
This will be the 18th year Doyle, known as “The Detailer of Air Force One”, will lead a team to Seattle to continue their role as caretakers of the famous presidential plane and the notable B29 Bomber. While the team is less than half the size of teams in recent years, this year’s slimmed down team of 20 will consist of the most experienced and proven members of the team who could make the last-minute commitment...
Read International Detailing Association pickup Pick-up at Amigos805 in Ventura, CA
Viamark Carolinas Staffing Up With Second New Hire in Weeks As Agency Pursues 2-State Economic Development Strategy
WILMINGTON, NC May 15th, 2017 — Viamark Carolinas Advertising continues to pursue their 2-state economic expansion by welcoming their second new-hire in less than two weeks. Assistant Marketing Coordinator Ashley Robinson joins the Viamark team today. New Senior Account Manager, Erika Burns joined the agency last week.
Robinson received an Associate degree in Arts from Cape Fear Community College in 2014 and she just graduated from the University of North Carolina (Wilmington) with a Bachelor of Arts in in communication studies...
Home Telecom Breaks Ground on 20,000 SqFt High-Tech Building in Nexton
MONCKS CORNER, SC July 18, 2019 – Home Telecom is announcing the official groundbreaking of their new 20,000 square-foot office and retail center located in the new CoOp@Nexton mixed-use complex at 1247 Nexton Parkway in Summerville. Home Telecom purchased the land last winter and announced it will begin construction on the new building beginning with a groundbreaking event on Wednesday, July 31 at 10:00 a.m.
Although dirt began moving on the CoOp@Nexton complex in early July, Home Telecom’s new two-story high-tech building will feature a convenient customer service center on the first floor surrounded by 5,200 square feet of ground-level office and retail space...
Leeland Ventures Celebrates Official Ribbon-cutting for Ardent Preschool and Daycare of Clift Farm
MADISON COUNTY, AL November 3, 2022 — Huntsville commercial developer, Leeland Ventures announces the official grand opening and ribbon-cutting of the third location of Ardent Preschool and Daycare at 176 Uncle Frank Blvd at Clift Farm on Friday, November 4 at 12 noon.
The new school is the exclusive daycare and preschool at Clift Farm, providing care for children ages 6 weeks through kindergarten.
The new 23,000 square foot facility is equipped with 18 functional, high-tech classrooms safely secured indoor and outdoor areas, and a purposeful design which has natural light filling each space within the building.