Many business owners have asked me, when should you send a media release to the press? My response has never changed. If its newsworthy and if its useful to the reader send it out.
When deciding whether to send out a media, there are many things to consider. There are rock solid rules, but as a media relations professional Ive sent out many media releases over the last few years and the key thing the remember is be sure that the release will interest the reader of the publication you are targeting and is newsworthy. If it doesnt fit these two criteria, youre just wasting both your own and the editors time.
A good news release can do a lot for your company. It can be used to inform the public, your shareholders, your consumers and your competitors about your activities.
Because it can be difficult to determine whether or not something is newsworthy, I developed this list of 25 ideas for press releases. This list is not a list of every newsworthy idea, but should help you see what type of stories are worth your time. Feel free to use it as a brainstorming tool for your own business. Depending upon your business type some of these ideas might not fit your specific needs.
- Announce a new service. When businesses fill a need in the marketplace its newsworthy.
- Opening a new business Yes, even small businesses are news. If it is creative enough it could be national news, but every business opening is local news.
- Tie your business in with a particular season. This is a great opportunity to get a message out. Whether fire hazard safety around the holidays, or the sheer volume of hot dogs sold on Independence Day, you can likely relate your business to a yearly event.
- Receiving special regcognition or achievements. Nothing sounds as good as success, so dont be bashful. Announce your success to the world.
- Signing a major new client Whether your partnering with an industry leader or signing a new agreement with a supplier, it creates credibility.
- Report the results of your own study, along with an analysis The study provides fresh material for the media and the analysis provides the news angle you need to work yourself into the story.
- Frame your release with a current news event. This method allows you to put your own spin on existing news and explain how your organization or the community is effected.
- Commission a survey and report the results. Journalists love public opinion polls. You can leverage your self as the expert in your field this way.
- Utilize a national study to your benefit. If your business can relate to a new study you should use that to your advantage.
- Co-op an event with the media. It shows your involvement in your particular industry.
- Announcing a new executive This works especially well if the individual is well-known in the industry.
- The number of hours your employees volunteer to the community People love to hear how businesses support their local community.
- Announce an upcoming speaking engagement Giving a speech for a civic, philanthropic, or other organization is a great way to position yourself as an expert.
- Joining an industry association Peer reviewed acceptance looks great and shows your dedication to best practices.
- Recognizing the achievements of others Honoring those outside your business, through awards such as Vendor of the Year or Teacher of the Month you will attract positive publicity for both parties.
- Commemorating a significant milestone Whether you just broke the one million sales mark or have been in business for 50 years, its a reason to celebrate.
- Awarding a scholarship Scholarships bring opportunity to individuals who might not otherwise have the chance to go to school, which is why it always brings good PR along with it.|Announcing a contest or competition Who doesnt want to win something or get something for free?}
- Host a seminar, class, or workshop This is another great way to establish yourself as an expert in your field while educating the public with your message.
- Opening of a new location, office or plant Although it isnt major news, it helps position your business as moving upwards.
- Major Media Mentions Recent spotlights in magazines or in television programs can demonstrate your credibility to other media outlets, so you should let them know about it.
- Major Policy Changes Can demonstrate your companies acceptance of new ideas or willingness to change with the times.
- Retirement of Longtime Employees Retaining employees says a lot about the quality of a business and its business practices, so you should let the public know about it.
- Customers personal stories and testimonials If your product helped someone out of a major bind, its might be newsworthy. If they discovered new creative ways to use your product it allows you to feature the product in a new light.
- Financial projections and forecasts Releasing financial information about your company can demonstrate its strength, an attractive attribute to investors.
- Upcoming public appearances Whether its an industry tradeshow or the county fair, your customers want to know where youll be.
Now that you have written the news release, whats next? How do you get your release into the hands of the media? Should you submit the release yourself or hire a public relations professional? The following questions may help answer your question:
- Are we getting the PR we deserve?
- Would additional media coverage increase the amount of business to our company?
- Have we prepared an effective public relations strategy that remains consistent in maintaining media exposure levels?
- Does our competition an unfair amount of media coverage?
- Have we prepared a press kit to give to journalists and interviewers with the necessary items? Are we able to keep this up-to-date?
- Is our staff properly trained to interview with reporters and relay our message to the public?
We should first define the roles of a public relations firm. Many people dont understand the difference between a PR firm and a marketing firm or ad agency. A public relations firm handles media relations. It is the interface between a company and the news media, focusing on the companys reputation and image. A marketing firm, on the other hand, handles advertising placements or develops advertising messages and strategies.
The public relations firm or specialist, often referred to as the publicist, will pitch journalists and editors on a story idea involving a business, invention or author. The PR firm will attempt to match a story with a particular media outlet with respect to the interests the people who read, watch or listen to that particular outlet.
Many large companies handle their public relations in-house by maintaining as staff trained in media relations, while others hire outside PR firms and or publicists to handle their media campaigns. The route your company should take depends upon your companys own resources and needs.
