Twenty Great Reasons to Write and Publish a News Release

In my last blog post (which is too long ago, I admit that), I wrote about the downfall of businesses who think all their news is fit to print.

Honestly, sweethearts, it's not.

But it is not all that difficult to find reasons to communicate with the press (which in this case is not limited to print journalism--although many people on LinkedIn have argued that a press release is something that goes to "press" in traditional print way, rather than a news release that is sent to all news outlets. Whatever).

A news/press release can be about a lot of topics or matters related to your company or practice but should resonate with prospective readers, viewers, listeners (there, I've covered all ways to consume the news -- print, video/televisions/online, radio/podcast. Anything else?). 

Aside from announcing a new product or service you offer, which is true news (especially if it has real merit to your audience), here's a far-from-exhaustive list of (twenty) reasons to put out a news release about your company:

1  Announcing your new company website or significant upgrades to your existing website--and how they help your customers.
2.  Involvement with charity work; community service earns press and positive relations with the public. 
3.  Results or findings of a new study or research in your industry or field.
4.  Useful tips related to your product or service (without being overtly self-promotional).
5.  Forecasts about your industry or upcoming changes in your field that will affect consumers.
6.  Comments on current events or trends that relate to your industry.
7. Receiving an award -- this can be an employee, manager, owner, or the company. Share the good news!
8. An offer of a free downloadable white paper or e-book that benefits your audience; people love free information.
9. Adding new employees or opening a new office/location.
10. Saying goodbye to long-term employees who are retiring -- nice reason to craft a feature release.
11. Your office is hosting a special event or educational webinar or seminar.
12. Announce a reorganization or a renaming of your business.
13. Somewhat related, announcing the rebranding of your business (could be a renaming and corresponding marketing overhaul, or a periodic rebranding to refresh and renew how customers see you).
14. Community events your company is sponsoring, from high school fundraisers to Little League teams to social action endeavors.
15. Marking a milestone anniversary for your business (great way to include a retrospective of important business accomplishments or contributions over the years).
16. Gaining a big-name client or inking a big deal (as long as it's OK that this is public knowledge).
17. Presenting at an industry conference, exhibiting at a trade show, or sponsoring a program.
18. Crisis communications -- responding to negative press about your company, product, or service; managing your reputation with your public (where the rubber meets the road in public relations).
19. Making an appearance on a talk show or participating in an expert panel, from internet radio to television interviews to business interviews in the newspaper. All good.
20. Major financial or structural changes in your company-- merger or acquisition, going public, expanding overseas.

What are some of the reasons why your business has issued a press release? Feel free to share them in the comments box.

Is Your News Release Really News?

Clients often call me to write a news release for them but quite often, I'm left asking, "What exactly is your news?" All too often, business owners or managers believe that what is news to them or important to them carries equal weight with the reporters and editors who will be receiving the press release release, or with the public that will end up reading it.

Sorry guys, not so much. However, there are ways to make your non-news become somewhat publicity-worthy and earn you some free publicity.

1. Try to zero in on a trend that will catch the attention of the media and your intended audience and develop a story around that, one in which you can slide in your announcement. For example, hiring a new employee is not of vast interest to anyone outside of your office; but hiring someone because it reflects growth in your sector or industry, or signals growing strength in the local job market, could be newsworthy.
2.  Tie your news announcement into current events to create greater relevance. I once had to write a press release about an area private school that had a "sister school" relationship with one in Japan. This was around the time of the terrible tsunami that hit Japan two years ago. The school was initiating some type of support project for its sister school overseas. OK, that's pretty good. But I had read a story  in our local daily newspaper a week before about a public school in the county that had some kind of program with another school in Japan. Voila! There was the tie-in. I wrote and submitted the press release, with a note about how this story dovetailed nicely with the newspaper's recent coverage. A reporter called my client to find out more about the program and ran a story in the local section about it.
3. Alert your media targets to an emerging trend or breaking industry news that relates directly to your organization or business. The fact that you opened a real estate staging practice is no big deal to most people beyond your family and friends; however, you can position yourself as an expert real estate stager and inform the media (and thereby, inform your audience) of a study that shows how well-staged homes sell faster, even in a tough real estate market.
4. Offer a free seminar or workshop that is open to the public or that caters to specific market. Free works nicely and is seen favorably as something of a public service. (Hint: a newspaper is also less likely to expect a paid ad for a free program.)  Educational, informational, and helpful programs are also great ways to get exposure for you and your business. You'll want to send a short news release about your upcoming event to the local press or to the appropriate trade publications and post it to your social networks.
5. Perform community service or create a charity drive in your office and invite the public to participate. The fact that your office is doing a coat drive in the winter is your business but opening up to area residents as they are preparing to shop for winter clothing is classic public relations.

Do you have favorite tactics for turning a ho-hum news story into something worthy of a true press release? Share them here!