Most people don’t have trouble writing a press release. I find that when most people have the proper format, writing it is the easy part.
The hard part? Coming up with an idea to write about.
It’s a common plight among many people who want to write press releases to boost their marketing: they feel they have nothing to say.
And nothing could be further from the truth.
All you need to do is make sure what you want to promote is newsworthy.
So what “counts” as news? That question is the key to publicity success. Journalists are bombarded with press releases. To get your release to the top of the pile, tell a compelling story. If journalists believe their readers will find the story interesting or useful, they’ll use it!
Let’s take a look at some obvious newsworthy events and happenings within your business:
- Launching a new company. If your business is new or being “born again” after a merger or acquisition, you have a newsworthy announcement.
- Sale of a company. Tell your story, thank your customers, and let everyone know what will happen next.
- Getting a new client. When you land a new client, many media sources will consider the new acquisition to be worthy of a news spot.
- Introducing a new product/service. People like new things! If you are offering up something new, your audience will want to know about it. A word of caution here-if your company introduces new products frequently, use this opportunity sparingly. Save it for the really big moments, like the offering targeted at the most diverse or unique audience. Journalists will tune out after reading numerous media releases with similar subject matter.
- Achieving a major milestone. If your company has been a part of the community for 100 years, has opened a new facility, or is expanding exponentially, inquiring minds will want to hear your story.
- Recognition. Receiving an achievement award is often-but not always-newsworthy. If you’ve received a significant award within your industry, it’s newsworthy, but only if the awarding organization is recognizing true achievement. If your industry is constantly congratulating itself, be cautious about sharing every award announcement. Again, repeat media releases are a red flag to journalists.
And don’t be limited by this list! The true key to determine what is newsworthy is to ask yourself if you have a compelling story to tell. Interesting stories make the greatest impact.
Focus on the people. Who would be interested in this story? Is it a large audience or a small segment of the population? If the story is of interest to a larger group, it is more newsworthy.
Finally, as you’re writing your press releases, focus on the people (again) by telling their stories. People want to read about people, not things. Don’t just announce that your company is expanding. Instead, announce you’re expanding, adding 50 new jobs, and promoting Jane Doe and John Smith to associate managers because they’ve led the charge in getting this expansion off the ground.
Just keep telling your business’s stories – the really good ones with far-reaching appeal – and you will create newsworthy pieces that get picked up by the media.© Copyright 2011 TextOnly'Admin