30 Press Release Ideas
Check this idea list for ways to turn
any biz event into newsworthy info that will catch an editor's eye.
By Al Lautenslager
It's a well-known fact that a company's
visibility will increase with powerful publicity. After all, publicity
aims to bring the news of your company to the world. The basic weapons
you'll need to do this include a press kit, a company background piece,
press releases, story ideas and articles or columns about your business.
The most important of all, though, is the press release.
If you're wondering what exactly should be covered in a press release,
think along the lines of "newsy" and interesting topics.
Examples include: your online presence; important information and tools
regarding a change in management or the business components you offer;
special information that can be obtained online; any proprietary product
or methodology that you offer through your consulting services; the
announcement of articles, events and appearances; relevant worksheets,
tips and techniques; and so on.
A publicity campaign that uses press
releases should begin with a master plan. The more newsworthy you make
your company, the more coverage you'll get. And coverage is important
because it earns the kind of credibility that advertising just can't
buy. When writing a press release, your goals should be uniqueness,
timeliness and top-of-the-mind awareness. Once you achieve publicity and
visibility, both your company profile and your client and prospect
levels will rise. One successful story about your company resulting in
free publicity is advertising worth hundreds and thousands of dollars.
There is definitely a knack to writing
a "newsworthy" press release, even though the ultimate goals
are usually awareness and promotion. Editors don't like promotion,
though, so crafting a press release to appeal to an editor is key. If
you provide reporters with news that appeals to their readers, you'll
gain instant credibility and be on your way to forming a valuable
promotional relationship. This can be very powerful from a marketing
point of view.
There's no guarantee that any press
release will ever be published, but by taking a consistent, professional
and newsworthy approach with the reputable editors of respected
publications, the probability is good that you'll get some coverage.
Press releases are also great vehicles for communicating with clients
and prospects. Putting them on your Web site is a very effective means
of promoting to your captive markets. It also further substantiates your
marketing efforts, as well as your credibility.
If you're not sure about what you
should cover in a press release, consider these ideas to see if any
apply to your business:
1. Starting a new business
2. Introducing a new product
3. Celebrating an anniversary
4. Announcing a restructuring of the
company
5. Offering an article series for
publishing
6. Opening up branch or satellite
offices
7. Receiving an award
8. Receiving an appointment
9. Participating in a philanthropic
event
10. Introducing a unique
strategy/approach
11. Announcing a partnership
12. Changing the company or product
name
13. Earning recognition of the company,
product or executives by a publication
14. Announcing that you're available to
speak on particular subjects of interest
15. Issuing a statement of position
regarding a local, regional or national issue
16. Announcing a public appearance on
television, radio or in person
17. Launching a website
18. Announcing free information
available
19. Announcing that you've reached a
major milestone
20. Obtaining a new, significant
customer
21. Expanding or renovating the
business
22. Establishing a unique vendor
agreement
23. Meeting some kind of unusual
challenge or rising above adversity
24. Restructuring your business or its
business model
25. Setting up a customer advisory
group
26. Announcing the results of research
or surveys you have conducted
27. Announcing that an individual in
your business has been named to serve in a leadership position in a
community, professional or charitable organization
28. Sponsoring a workshop or seminar
29. Making public statements on future
business trends or conditions
30. Forming a new strategic partnership
or alliance
Of course, these are just a few ideas
to get you started. Just remember this: If a press release is
well-written, almost any event can be turned into news.
Alfred J. Lautenslager is an
award-winning marketing and PR consultant, direct-mail promotion
specialist, principle of marketing consulting firm Marketing Now, and
president and owner of The Ink Well, a commercial printing and mailing
company in Wheaton, Illinois. Visit his Web sites at
www.market-for-profits.com and www.1-800-inkwell.com, or e-mail him at
al@market-for-profits.com.
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