Here’s how to write a better business news release

I’ve been a reporter for about 20 years, the past 16 covering business, and the question people ask me most often is “How do you find things to write about?”

The question used to surprise me because there are stories everywhere.

I see a construction site and track down the property owner or the construction company. A friend mentions that she heard a retailer is putting a store in Middle Georgia, so I call the company. A business runs a classified ad looking for a store manager for a retailer or restaurant I’m not familiar with, so I call to see what’s going on.

In all these cases I do some research, try to find the right person to call and gather information for a story.

But sometimes I don’t have to track down a story. It comes to me.

I get a lot of news releases from companies and public relations firms. But sometimes a release isn’t complete, and when I’m on a tight deadline, it helps to have all the pertinent information needed.

Just in case you are one of those people responsible for sending out releases, here are a few suggestions that will help your company — and me.

▪  Send the release as soon as you can. Don’t wait until the day before or the day of an event.

▪  Send the release attached as a Word document or pasted in the email. Sometimes PDFs can’t be copied into my software. Use only black print on a white background.

▪  If it’s about a new business, tell me what is it, when it will open, where it will be located, how big it is (in square feet) and how many employees will work there. If you’re still hiring, include what kind of positions are available and how job seekers should apply for those jobs.

▪  Provide a name, number and email address of someone who can answer questions promptly. I have called phone numbers on releases plenty of times and gotten a message that the person was on vacation for a week or the mailbox was full or not set up to receive messages.

▪  If I leave a message with the questions I’m trying to get answered, call back, and if you get my answering machine, leave the answers or send an email so we don’t continue a game of telephone tag.

▪  If the business is opening outside Middle Georgia, you should have a compelling reason to send it to me. I’ve gotten releases about new businesses opening in California, Texas and Illinois. Seriously.

I hope this is useful information and will help you — and me — keep our readers informed about business across Middle Georgia.

This story was originally published May 25, 2016 at 6:12 PM with the headline "Here’s how to write a better business news release."