Forgive me for starting with a not-very-clever rewording of an old saying, but now”the majority of news is good news” if you are attempting to create visibility for your company or business. I’m going to tell you how News Releases you can make valuable news releases from the information which you may not think has worth and get it printed.
What do I mean by”the majority of news is good news”? That any information could be turned into articles for online and offline publications, gaining invaluable visibility to your business or organization.
Conventional news releases or press releases as they used to be called back when actual presses were used by times connection real news organizations to publish news – needed to vie for limited space on a printed page. Typically, that limited newsworthiness to stories about new services or products, new technologies, or major organizational news.
These days, however, the idea of”news” has changed dramatically. Publishing space is virtually infinite and publishers hungry for articles. The lines have blurred between so-called”real” news organizations such as papers, magazines, and broadcast news outlets and”new media” such as online citizen-journalism sites, blogs, e-letters, and information aggregator services. Today, many of the stumbling blocks have vanished that were once between individuals generating news and the outlets that printed it. It is easier than ever today to get your news published in many different places. The trick is writing something that will be of sufficient interest for someone to pick it up and print it.
Selecting a topic
There are more things to write a news release around than you might think, starting with the obvious: a new product or service, openings and closings, restructurings (partnerships, mergers and acquisitions), and employee/staff news. These topics generally can be considered”hard” news and worthy of broad distribution, as soon as possible.
You will find a host of different topics, but that many people don’t think to market with a news release, but make ideal”soft” news releases. These topics include trade show and seminar appearances, awards, company anniversaries, new client wins, capital equipment purchases, and new capacities. Even though a business publication editor may consider these topics overly self-serving to justify book, there are still good reasons to write a discharge on these, as you’ll shortly see.
Creating your own news
Don’t believe you have enough information, soft or hard, to compose? Then think about making your own news. Grow a very simple industry or customer survey, publish the results on your site, and write a news release about it.
Write a report. Interview key personnel in your organization and your industry trade association on your niche or industry and publish their own insights. Then write a release regarding the crucial findings, announcing the availability of the report for download on your site. With just a little thought, you should be able to come up with various ways to produce your own news.
Composing a news release
Now you have to write about your topic. Remember this is news, not marketing, and also an editor will judge whether it is worth publishing.
Lead with all the important information in the first paragraph, starting with the topic, the company, and why your information is important. Traditionally, this is referred to as the”five W’s and the H” – who, what, where, when, why, and how.
Insert the details to the middle portion, or body, of your launch and finish with what is known as the”boilerplate” – the standard information regarding your business or business, including basic description, locations, and web address. If your organization is large enough it may even include the amount of workers, subsidiary info, and stock ticker symbol if it’s publicly traded.
Distributing a news release
Here comes the fun part – getting the word out so the right men and women see it. If your niche is fairly small, you may be able to gather your own distribution list based on trade publications and industry organizations (here is a tip for finding the ideal people in their websites: drill down to the Contact Us section, often a button at the footer at the very bottom of the page – key personnel and their email addresses are often recorded there). It requires just a little legwork, but it is worth it because you’ll have a succinct, yet up-to-date list of exactly the people you want to reach. Just make sure you update it periodically.
If your company has significant news with broader appeal, think about using one of those numerous paid news supply services such as PR Newswire, PRWeb, or BusinessWire. These services can charge a few hundred dollars or more per discharge, depending on the supply you require, but they’re worth it. Countless – and off-line publications subscribe to those services to receive news releases, increasing your odds of getting noticed by the right editors and audiences.
Additionally, powercon2018 shares that there are many free internet release distribution services that are worth looking into but too many to list completely here. These types of distribution services are especially useful for distributing”soft news” releases like business anniversaries, tradeshow appearances, and survey or report availabilities; releases designed to get your company’s name in front of a broader audience of e-letter editors, bloggers, and other publishers with news which might not be”newsy” enough for, say, a trade publication or company page editor.