Forgive me for starting with a not-very-clever rewording of a well used saying, but today “almost all news is good news” when you find yourself trying to generate visibility for ones company or organization. I’m going to tell you tips on how to create valuable news releases from information that you not think has value and have it published.
What do What i’m saying is by “almost all news can be good news”? That just about any news might be turned into content for on-line and offline publications, gaining valuable visibility for ones business or organization.
Traditional news releases — as well as press releases as they had been called back when real presses were utilised by real news organizations to print news – was required to vie for limited space with a printed page. Typically, that limited newsworthiness to stories about new offerings, new technologies, or major organizational reports.
Today, however, the concept involving “news” has changed dramatically. Creating space is virtually unlimited along with publishers hungry for content. The lines have blurred involving so-called “real” news organizations including newspapers, magazines, and broadcast news outlets and “new media” including online citizen-journalism sites, blogs, e-letters, along with news aggregator services. Today, a lot of the stumbling blocks have disappeared which are once between people generating news plus the outlets that published it. It’s easier than ever now to acquire your news published in several places. The trick is writing something that is to be of enough interest for someone to pick it up and release it.
Picking a topic
There are more things to post a news release about than it may seem, starting with the obvious: a new services or products, openings and closings, restructurings (relationships, mergers and acquisitions), along with employee/staff news. These topics generally may very well be “hard” news and worthy involving broad distribution, when possible.
A large host of other topics, on the other hand, that many people don’t want to promote with a news relieve, but that make ideal “soft” reports releases. These topics include buy and sell show and conference appearances, accolades, business anniversaries, new client is the winner, capital equipment purchases, and brand-new capabilities. While a business guide editor may consider these matters too self-serving to warrant guide, there are still good reasons to post a release on them, because you will shortly see.
Creating your news.
Don’t think you have sufficient news, hard or soft, to post about? Then think about creating your news. Develop a simple sector or customer survey, publish the final results on your website, and write a news release over it.
Write a report. Interview key personnel as part of your organization and your industry buy and sell association about your market as well as industry and publish their observations. Then write a release regarding the key findings, announcing the availability of the report for download on the website. With a little imagined, you should be able to get several ways to create your news.
Writing a news relieve
Now you need to select your topic. Remember that this can be news, not advertising, and an editor could judge whether it’s worth creating. Avoid jargon and using phrases including “industry leading”, “number one”, “unique”, and some other terms that smack of self-serving promoting.
Lead with all the information and facts in the first paragraph, starting with the topic, the company, and why your news is vital. Traditionally, this is known because “five W’s and the H” – who, what, where, when, precisely why, and how. Keep sentences straightforward and paragraphs short.
Add information to the middle portion, as well as body, of your release and conclude with what’s called the “boilerplate” – the common information about your company as well as organization, including basic description, spots, and web address. If your company is major enough it can even include the quantity of employees, subsidiary information, and stock ticker symbol should it be publicly traded.
Distributing a reports release
Here comes the fun part – receiving the word out so the right people visualize it. If your market is rather small, you might be able to set up your own distribution list determined by trade publications and industry companies (here’s a tip for determing the best people on their websites: drill into the Contact Us section, often a button in the footer with the very bottom of the web site – key personnel and their email addresses will often be listed there). It uses a little legwork, but it’s worth it because you’ll have concise, up-to-date list of exactly the people you’ll want to reach. Just remember to bring up to date it periodically.
If your firm has important news with bigger appeal, consider using one of those unfortunate paid news distribution services including PR Newswire, PRWeb, or BusinessWire. These services may charge several hundred dollars or additional per release, depending on the distribution you may need, but they are worth the idea. Thousands of on- and off-line publications enroll in these services to receive reports releases, increasing your chances to get seen by the right authors and audiences.
There are also many no cost online release distribution services which have been worth looking into but way too numerous to list completely below. Some of the more common ones include PR.com, Webwire, PRZoom, Clickpress.com, and 24-7 Press Release.com. These types of distribution services are especially useful for distributing “soft news” releases such as business anniversaries, tradeshow appearances, and survey or report availabilities; releases designed to get your organization’s name in front of a wider audience of e-letter editors, bloggers, and other publishers with news that may not be “newsy” enough for, say, a trade publication or business page editor.