I'm often asked, when should you send a media release to the press? My response has never changed. If it's newsworthy and useful to the reader send it out.
When determining the need to send out a press release, there are many things to consider. There are no hard and fast rules, but as an online public relations specialist I've sent out thousands of press releases over the last few years and the key thing the remember is to make sure that the release will be of interest to the reader of the publication you are targeting and is newsworthy. If it doesn't fit these two criteria, you're just wasting both your own time and that of the editor.
A good media release can do a lot for your business. It can be used to present information to the public, your investors, your customers and your competition about your activities.
To help you decided whether something is newsworthy, I created this list of 25 ideas for media releases. This list is not a list of every newsworthy story, but should help you see what kind of stories are warrant writing a media release. Feel free to use it as a brainstorming tool for your own company. Depending upon your business type some of these tips might not fit your specific needs.
1. Announce a new service. - When businesses fill a need in the marketplace it's newsworthy.
2. Opening a new company - Yes, even small businesses are news. If it is creative enough it could be national news, but every business opening is local news.
3. Tie your company in with a national holiday. - 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.
4. Winning an award or other special recognition. - Nothing sounds as good as success, so don't be bashful. Announce your success to the world.
5. Signing a major new contract - Whether your partnering with an industry leader or signing a new agreement with a supplier, it creates credibility.
6. 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.
7. Link in to a current controversy by commenting on it. - This method allows you to put your own spin on existing news and explain how your organization or the community is effected.
8. Commission a survey and report the results. - The media love public opinion polls. You can leverage your self as the expert in your field this way.
9. Utilize a national survey to your benefit. - If your business is effected by to a new survey you should use that to your advantage.
10. Create and promote a special event. - It shows your involvement in your particular industry.
11. Announcing a new hire - This works especially well if the individual is well-known in the industry.
12. Involvement in community events and activities - People love to hear how companies support their local community.
13. Announce an upcoming speaking engagement - Giving a speech at a conference or for an organization is a great way to position yourself as an expert.
14. Joining an industry association - Peer reviewed acceptance looks great and shows your dedication to best practices.
15. Awarding recognition to others - Honoring those outside your company, through awards such as "Agent of the Year" or "Teacher of the Month" you will attract positive publicity for both parties.
16. Commemorating a significant milestone - Whether you served your one millionth customer or have been in business for 10 years, it's a reason to celebrate.
17. 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.
18. 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.
19. Opening or remodeling your existing office - Although it isn't major news, it helps position your company as moving upwards.
20. Other Media Appearances - Recent spotlights in magazines or in television programs can demonstrate your credibility to other media outlets, so you should let them know about it.
21. Announcement of new certifications received - Whether it's certification from the Green Building Council or ISO 9001 Certification, the third party approval shows how your company is improving it's existing practices.
22. Recognition of Longtime Employees - Retaining employees says a lot about the quality of a business and it's business practices, so you should let the public know about it.
23. Customer's personal stories and testimonials - If your product helped someone out of a major bind, it's might be newsworthy. If they discovered new creative ways to use your product it allows you to feature the product in a new light.
24. Reports on financial earnings - Releasing financial information about your company can demonstrate it's strength, an attractive attribute to investors.
25. Your upcoming public appearances - Whether it's an industry tradeshow or the county fair, your customers want to know where you'll be.
So you've written your media release, but what's next? How do you get your story in the hands of the media? Should you submit the release yourself or hire a public relations firm? 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?
- Do we have an effective PR strategy that brings media coverage year round?
- 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 PR firm. Many people don't understand the difference between a Public Relations firm and a marketing firm or ad agency. A PR firm handles media relations. It is the interface between a company and the news media, focusing on the company's reputation and image. A marketing firm, on the other hand, handles advertising placements or develops advertising messages and strategies.
The PR firm or specialist, often referred to as the publicist, will pitch journalists and editors on a story idea involving a company, idea or individual. The publicist 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 company's own resources and needs.
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