When I originally started this column early this year, my idea was to spotlight women-owned startups. As a member of the National Association of Women Business Owners Philadelphia chapter I know there are plenty of women who are not only doing well, but are happy and even eager to mentor others. I thought this would be a great place to showcase their successes and inspire other entrepreneurs, women and men alike.

Yet, when I sent out emails looking for women to publicize their work, even marketing and public relations mavens, I received little response. I was surprised, to say the least, and after a few weeks of chasing, I gave up.

My column has languished since, even though I had also offered to write on media relations. I thought it would be better for me to spotlight others’ businesses because I wasn’t comfortable with labeling myself an “expert.”

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In case you recently developed amnesia, it’s holiday time again. Do you have time-sensitive press pitches you need to send out? Take your time and think it through before hitting “send.”

If there’s any way to avoid sending a press announcement the week before, during or after a holiday, avoid it. Things are hectic everywhere, and in the media just as many people want to spend their holidays at home as in any other business. Writers are squirreling away “evergreen” stories to run while a skeleton staff is on duty, covering for vacationing colleagues and keeping up with the “must-do” assignments.

However, some companies have news that has to go out, perhaps it is something that was unforeseeable or an event happening within the week and there’s just no rescheduling.

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Whether or not you believe print media is dying, there’s no harm in spreading the word of your business far and wide.

The key to getting your news in print (or online) is to write it right. Most mainstream outlets use a specific style of grammar known as Associated Press style. It includes different abbreviations, punctuation and structure from prose you would find in a book. Find a cheat sheet for AP style here, but consider having your release edited or proofed by someone with media experience.

With shrinking budgets everywhere (smaller budgets=smaller staff), outlets are looking for print-ready material. There’s a real possibility to have your news printed verbatim if it’s in the right form.

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