Public relations plays an important role within your marketing strategy. When you want to share events or exciting news about your home care agency publicly, a press release gets the job done. It’s not one of those tools in your marketing toolkit that you use every day, but when the right circumstances come along, you need to know how to write a press release correctly.
If writing a press release for your home care agency feels foreign to you, here’s a guide to understanding the correct format for a press release, how to write a good press release, how to submit one, and where to send it to.
How to Write a Good Press Release that Gets Attention
Before we get started, it’s helpful to understand the purpose of writing a press release. Public relations is important to your agency because it helps to inform key audiences, keep them engaged, and build trust. By definition, a press release is a media communication that mutually benefits the relationship between an organization and the public.
The right media attention highlights your home care agency’s accomplishments and gives your brand credibility.
Let’s get started with three steps to attracting media attention for your home care agency:
1. Map out your story.
Make a list of your home care agency’s achievements including awards, certifications, innovative services, and notable events. Write your story using a professional and enthusiastic tone.
2. Position yourself it has the primary expert in home care services.
Press releases offer good opportunities to announce events for home care professionals like workshops and seminars. You could even offer CEUs for professional attendance. Choose topics that are currently trending in the area of home care services.
3. Develop a sales workflow.
Press releases offer you new opportunities to sell your services. Be prepared for an influx of phone calls and emails. Train you are employees that answer phone calls and emails and how they can turn inquiries into sales.
How to Format a Press Release So It Gets Printed
Media publications get requests for press releases on a regular basis. Editors and news directors get to choose the ones they print and the ones they don’t. Media outlets are keenly aware of the correct format for a press release. If yours doesn’t meet the proper standards, they’re bound to just toss it, and your efforts will be wasted.
Here are five steps for how to format a press release:
1. Create a general template for your press releases.
2. Put the words “FOR IMMEDIATE RELEASE” at the top of the page. Bold it and center it.
3. Start the first paragraph with either a dateline or the city and state where your home care agency is located.
4. Add your contact information either at the top or the bottom of the page. It should include the name of your agency, your email address, and the title of the media contact.
5. Add three number symbols (###-for a little trivia, the official term for this symbol is an octothorpe) and center them at the bottom of the page. This signals the end of your press release.
How to Write a Good Press Release: What to Include
Editors will be looking for certain characteristics in a good press release. Here are some tips for how to capture their attention:
· Craft a title that’s simple yet engaging. Make sure it’s on topic and keep it under 10 words.
· Use the first paragraph to summarize the content and include the most important details. Editors and reporters often stop reading after the first paragraph.
· Wright your content in a pyramid style in the same way that journalists do. Use third-person voice and write the most important information first. Engage them with something interesting such as a photo, video, or a relevant quote.
· Personalize your press release and either send them individually or use blind carbon copy (BCC) so they can’t see the other publications that you’re sending it to. Remember that they’re looking for news that’s current and unique.
· Follow up with the recipients by contacting them personally just before and after you send your press release. You’ll have a better chance that they’ll look for it and decide that it’s newsworthy.
Where Do You Send a Press Release for a Home Care Agency?
As you write more press releases, you’ll have a better idea about which of them are the most viable. I’ve developed a list of some of the most common places to send a press release for home care agencies that get good results.
1. Daily newspapers. Your daily newspaper accepts online and print press releases. Start with the editor or an editor that’s known for publishing articles on home care topics.
2. Weekly newspapers. These publications may be offered in print or online, as well. Again, editors are the best contacts.
3. Magazines. Press releases for magazines are the same as for other publications. Once again, the editor is your point of contact.
4. Radio and television stations. Address your press release to the news director.
5. Bloggers and social media influencers. Use online directories and search engines to locate the email addresses of bloggers and social media influencers in the senior care space.
6. Paid distribution services. The small fee you pay for greater exposure could pay off in big results.
As another little tip, you’ll have a better chance of getting your press release printed if you send it early in the day or early in the week. The exception is if you are planning around a certain event. As for how to submit a press release, you can fax, email, or mail it in.
Press releases are a simple and professional way to get the word out about your senior care agency. If you’re still lacking confidence in how to write an effective press release, you’ll find plenty of examples online, or call on us for help.
Contact SeniorCareClicks for help on how to market your home care services and bolster your public relations efforts. Call us at 954-401-9058 to find out how we can make your agency shine!
Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.
Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!