Reduce me for starting with a not-very-clever rewording of an old saying, but today “almost all media is good news” if you are trying to generate awareness for your company or organization. I’ll tell you how to create valuable news releases from information that you might not think has value and get it published. Daily Scanner
What do I mean by “almost all news is good news”? That just about any news can be turned into content for offline and online publications, gaining valuable presence for your business or organization.
Traditional news produces — or press launches as they used to be called back when real presses were employed by real news organizations to print news – got to vie for limited space on a branded page. Typically, that limited newsworthiness to stories about new products or services, new technologies, or major organizational news.
Today, however, the idea of “news” has changed dramatically. Posting space is almost endless and publishers hungry for content. The lines have blurred between so-called “real” news organizations such as newspapers, magazines, and send out news outlets and “new media” such as online citizen-journalism sites, blogs, e-letters, and news aggregator services. Today, many of the stumbling blocks have faded away that were once between people creating news and the outlets that printed it. It’s incredibly easy now to get your news published in a variety of places. The trick is writing something that will be of enough interest for someone to select it up and publish it.
Picking a topic
There are more and more to write a news release about than you might think, beginning with the apparent: a new product or service, openings and closings, restructurings (partnerships, mergers and acquisitions), and employee/staff media. These issues generally can be considered “hard” reports and worthy of wide distribution, when possible.
Right now there are a host of other topics, yet , that many people don’t think to market with an information release, but that make ideal “soft” news launches. These subject areas include company show and conference shows, awards, business anniversaries, new client wins, capital equipment purchases, and new features. While a business distribution editor may consider these subject areas too self-serving to warrant publication, there are still good reasons to write down a release on them, as you will soon see.
Creating your own news.
Don’t think you have enough news, hard or soft, to create about? Then think about creating your own news. Develop a simple industry or customer survey, publish the results on your website, and write a media release about this.
Write a report. Interview key employees in your organization along with your industry trade association with regards to your market or industry and post their insights. Then write a release about the important thing findings, announcing the supply of the report for download on your website. After some thought, you should be able to develop several ways to create your own information.
Writing a news release
Now you need to publish about your topic. Bear in mind that this is media, not advertising, and an editor will judge whether it’s worth publishing. Prevent jargon and using terms such as “industry leading”, “number one”, “unique”, and any other conditions that smack of self-serving advertising.