Eight Newsworthy Topics For Your Press Announcements.
So, what do I write about?
With the media list built for free from on line resources and the steps for constructing a release known to you it is time to get down to writing that first release. But what should you write about? That question gets asked a lot. The things that you see as routine and well known may be both of those things to you and your colleagues. But there is a planet full of people who could benefit from you and your expertise that never heard of you or know the first thing about what you can do. Those are the people to write for. Here is a list of newsworthy topics to consider.
- Events are newsworthy. Events are occurrences that are punctuated by a noteworthy happening that is not routine, and there are a lot of them for you to write about. The event you write about for your business does not have to be a cosmic spectacular to garner the attention of editors, reporters and bloggers. Routine happenings can be positioned as news with the right perspective.
- Tradeshows are newsworthy. Exhibiting at a tradeshow (which is an event) is news to the members of the media who will travel to and cover the show and to your prospective customers and clients you want to meet with while there. In you press release, tell the media that you will be exhibiting, what the booth number is, hours of the show, and any other business themed data you will emphasize. Is there a new product you are introducing at the show? Sounds newsworthy to me.
- New product introductions are newsworthy. I used to wait to do new product roll-outs at tradeshows because (at least at the larger events) there were plenty of reporters there who were looking for something newsworthy to report. But if you are not attending trade events of any type or size, the new product introduction is “money” when it comes to press coverage. Always have a color photo and caption to accompany the new product release. Releases with photos are more likely to get read, and ultimately published. You want that. If you are introducing a service or something that is not geared for photos, you will have to be a little creative. Photos of people are interesting, so if you can deliver a picture with people using, learning about or engaged with your service in some way then do that. Only bad news releases should not have a photo.
- New literature is newsworthy. Particularly if your market is business-to-business and technical, the offer of a free brochure, white paper or position document via a press release will be published as part of on line news stories and in traditional trade journals. Most of these have sections devoted to “new literature” and will be happy to report news about your new piece of literature.
- Promotions and hiring is newsworthy. I am sure you have seen these articles in newspapers, business and trade journals. If someone in your company was recently hires and/or promoted, consider a short release about them and their new position. Of course a photo of the person is practically mandatory.
- Records and achievements are newsworthy. Whether you made and surpassed a safety goal, sales amount, recycling record, most pints of blood donated ever, best month of production/sales/deliveries, energy saved, water recycled etc. are all newsworthy. These all fall under that “routine” that everyone at work knows about, and that is fine. But you are trying to build up a brand and business that all the people who do not work do not know about and do not find routine at all.
- Doing something new with an existing product, technology or service is always newsworthy. The prescription medicine known as Vyvanse is prescribed for the treatment people of ADD and/or ADHD. Recently, researchers announced that it was also effective treating people who struggle with binge eating disorders and made an announcement about it. This was quite a discovery. What discoveries like this are there in your business? More than you think. You can open up whole new markets like this and show the world how gifted and creative you and your people.
- New branch, office, plant openings. Nothing calls for a press release more than a ribbon and a big pair of scissors. Make the most of these events with a press release. Good news like this does not come along every day. If you miss the chance to pose with those big scissors you suffer lost business. A missed opportunity to put a good foot forward like this is an unforced error. Do not be guilty of missing this opportunity.
I am sure there are plenty more examples of what are considered newsworthy by reporters, bloggers, editors and most importantly the reading, listening viewing public. I can say that I have written releases from all 8 of the examples above and 3rd party media covered them all. All these releases about “minor” news happening swill add up and before long, lots of people and potential customers will know who you are and be calling you.
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