When to issue a news release
Did Ponce de Leon really discover a
fountain of youth in Florida or did he merely have a great
public relations man?
We
will probably never know the true answer to this question just as so many questions still
remain unanswered about many
historic people and happenings because word of mouth has the tremendous power of creating
legends of its own.
www.PrudentPressAgency.com and
www.SkyNewswire.com has mounted campaigns for relatively obscure
firms that have
resulted in their becoming known and sought after as major entities in their respective fields of
industry. Through the placement of articles in local, national
and international publications, in
conjunction with an advertising campaign,
these firms have achieved the recognition and place within
the industry that would have taken many years to achieve
without a public relations promotion.
We’re frequently asked: “When should I issue a news release?” The time to do this is when you have something topical and newsworthy to say. All releases need a strong ‘hook’ – in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage. So, what would be considered newsworthy?
For starters, perhaps your company is launching a new product or service? Or, you’re launching a new company from scratch? You should issue a release highlighting the benefits and applications of your particular product / service / market entrant.
If whatever you’re launching is technically innovative or it’s being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don’t fill your release with unnecessary jargon or marketing-speak that could alienate editors and journalists.
Forthcoming events can provide ideal material for announcements. Are you holding any open days, speakers’ panels, rallies or debates? Charity events or donations from your organization to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest.
Have you appointed any new members of senior staff? Won a large contract or client? Become involved in a sponsorship deal? Are you expanding or opening a new outlet? Have you received an industry award? If so, the trade press might be interested.
When you’re seeking newsworthy stories, don’t forget one of your best assets – your personnel. Have any employees been recognized for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.
Remember to monitor current affairs for events into which you can hook. Can you associate your company with upcoming holidays or public projects? Statements that could be perceived as controversial, such as stating your organization's stance on a public issue, might gain coverage. Have you conducted research that gives you statistics you could release?
Finally, if you’re targeting different press sectors with the same story, write multiple releases rather than issuing one ‘catch all’ release. An announcement focusing on the metallurgy used to create your new range of stainless steel pans would be of interest to the trade press. However, it would not be considered overly thrilling by the national broadsheets and women’s magazines.
Tune-Up: Journalists are in continual danger of collapsing under information overload. Don't add to their problems by wasting their time with insignificant or inappropriate information. Joseph Reriani - PR Consultant
This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.