There is a reason why the world's largest companies like Nike and Unilever still value press releases as part of their media strategy.
Sometimes referred to as a news or media release, the humble document is the most traditional approach to get major media coverage and can increase the frequency with which your company name appears in the press.
They also provide a good way to let employees, customers and stakeholders know what you are doing. For this reason, press releases are often published on company websites, repurposed to be sent out in a newsletter, or distributed to like-minded businesses for B2B marketing.
Here is a list of the top reasons we write and distribute news releases for our clients and a little information about why it’s important;
The opening of a business
Local media is particularly interested in new businesses, especially when they offer a helpful product or service for the community. These press releases highlight the benefits to the community and target market. They must also include a special offer or limited edition gift to encourage people to visit your business.
The launch of a website
The launch of a helpful website is newsworthy, just like the launch of a business. These releases include information about the features of the website or invite readers to download a white paper, report, software, tool, etc.
Joint ventures
Did you just sign a deal with a major company? If you’re combining forces with another company or individual and it benefits your target market, share that information in a press release.
Predictions in the market or future business trends
Use local or national buzz to make a prediction that resonates with your niche audience. Include supporting evidence, facts, and statistics for credibility in your press release. Evidence could include customer responses about what they think, feel, and/or the actions they take or plan to take.
Solving a problem
Create a solution that has your target audience talking. For example, if there has been an increase in counterfeit personal care items in your area you could create an education campaign about the negative effects this could have on community health.
Leverage celebrities that use the product or service
Did Oprah just buy your product? If a respected individual in your community or niche uses your product, share that news – with their permission, of course. Include quotes from the celebrity that share why they came to you and the results they’ve received.
Capitalising on current events
A popular news story is a perfect tie into your release. If you can relate the story to your business, it is quite likely the media will be interested. For example, if the Olympics are about to begin and you sell fitness equipment, you can write a release that includes training tips and recovery solutions used by professional athletes in their fitness routine.
Sharing awards and accomplishments
If you’ve won an award or received some other type of recognition, this is the perfect press release fodder. Show how this accomplishment serves your community or target market.
Research and reports
As a company, if you gather information from your audience or industry, publish that information in a report and share it in a press release to announce your findings.
Case studies or a story of perseverance
Share first-person stories about people using your product or services. The media love to hear personal interest stories and it’s a great way to help people connect with your brand. Or if your company has met a challenge or risen above adversity, it may resonate with the media as a personal interest story.
Recognize a leadership position
Announcing that an individual in your business has been named to serve in a leadership position in a professional or charitable organization.
Major milestone
Has your company been in business for 25 years? Have you reached one million in sales? If you’ve reached a milestone, a press release can help you share the information and build your brand.
Change in the product offering
If you’re launching a new product or if you’re lowering your prices, this might just be very newsworthy. Just keep in mind how your target market benefits as this will be the focus of the release. Whether you’ve found an innovative use for your products or a customer shares it with you, this is something to share and a press release can help get the word out.
Offering a new service
Sometimes retailers get into the service industry, and that is a great reason to issue a press release. Additionally, if you’re a service provider and you’re launching a new service or service bundle, then a press release is in order.
Launching a membership program
Are you starting a membership program? Share what membership offers and how your audience benefits from this new program.
Association membership
If you have recently joined a business association and contribute in a substantial way this is newsworthy for industry publications.
New internship or work experience programs
If you’re going to hire some students for the summer, share the news. Follow up with stories on the success of the program with some of your star participants.
Want to learn more?
Can’t decide what the next press release should be for your business? We offer bundle press packs that can be developed throughout the year so you can build a foundation of assets or react to current events when it matters to you most.
