Question: My small business has an anniversary coming up, plus some other recent developments that I'd like to point out to the community. But I don't really have any PR skills. How can I get the word out?

Answer: Media releases are an excellent way to get your announcement, or accomplishment, or special event out to the folks. And even better, it's free! Let's talk about this.

First, sooner or later most every business will have something worthy of putting out to the public. Even a first anniversary in business warrants a brief media release. And, this may surprise you: at last count, there were 35 active media outlets in Whatcom County. Of course some are quite large, some very small. Google "media contacts whatcom county" for all their contact info.

Second, you'll need to follow some guidelines which will improve your chances of getting exposure. You need to think like a reporter or editor. One objective is to invite them to contact you for a follow-up discussion. At the least, make it easy for them to run your media release without having to do lots of rework on it. Here are the basic things to know for a fairly informal local release.

Use standard formatting for your media release. There's a basic layout to follow. You'll need to include certain information, in an expected order, for your release to look professional and attract interest.

• Top of page should show company letterhead and basic information.

• Use a common font like Arial, 12 point, double-spaced; one-page limit.

• Put the words PRESS RELEASE in all caps.

• Supply a contact person name, phone number and email address. The media may contact you for more information, which is good.

• State "FOR IMMEDIATE RELEASE" or a later release date if the media have agreed to an embargo.

• And you might suggest a title - be sure to include an action verb - but realize this is the editor's prerogative.

Put the news up on top. Your important first paragraph should contain a "hook," to secure the interest of editors, and hopefully readers. The contents should be an inverted pyramid, with the most important items appearing first. Then each succeeding paragraph contains less important points. Consider this: if just the first half of your 400-word release gets printed, are your main points still intact?

Use plain business English. Press releases should be written in plain business language. Keep explanations simple. If you have a complex sentence with more than one idea, the next sentence should be just a few words. Use laymen's terms. Avoid overly technical language and insider jargon. Use numbers sparingly.

Be aware of media rules for grammar and punctuation. These are a bit different from normal correspondence. For example, in newspaper copy, there is only one space between sentences. Also, spell out most abbreviations and acronyms upon first use. For example, at first reference: Whatcom Community College; after that, WCC would be OK. For most media, the authority for this is the Associated Press stylebook. Check at the Bellingham Library reference desk, or you can buy a copy for under $20 at apstylebook.com. For a very good concise version - a four pager - go to Brandeis University's website, brandeis.edu/ and enter "ap stylebook" in the search box.

Focus on facts. Ditch the superlatives like "best" or "cheapest." Make simple declarative statements about who, what, when, where, why and how. Focus on something that has happened, or is going to happen. Avoid fluff: this is a news release, not an advertisement.

And for radio, the guidelines are a bit different. The same release will be much shorter, unless it's a really major event. Figure on about three spoken words per second. If you think the station may give your release 30 seconds of air, that's only 90 words. Be sure you have a designated spokesperson who should have a "sound bite" script ready in case the station calls. Try to include a bit of new information which isn't in the release. Don't be too nervous about this; if you falter or flub, they can edit it, or not use it at all.

Submit electronically. Send your release to a media's newsroom by email. Check their website for a specific person who covers business topics, and direct it to him or her.

In summary, consider how media releases can become an important part of your marketing and communications strategy. Get help if you need it. For more information and suggestions, check out wikihow.com/Write-a-Press-Release. And last, be sure to conclude with a centered "###" or "-30-" signifying the end of the release.

ABOUT SCORE

To learn more about managing cash flow, and other small business matters, contact SCORE, "Counselors to America's Small Business." SCORE is a nonprofit nationwide organization with more than 13,000 volunteer business counselors who provide free, confidential business counseling and low-cost training workshops to small business owners. Call the local SCORE chapter at 360-685-4259 to schedule an appointment. For details about the organization,visit SCORE.org.