The first reason is lack of stories, you may be thinking, "Why should I send a press release to the media - they aren't going to care about what I'm doing with my business." Well, you're wrong! Editors and reporters earn their living by finding interesting stories - they see you as a resource, rather than an inconvenience.
The second reason is too many stories. Many companies seem to bombard journalists with their press stories, believing that the more they send out, the more coverage they will receive. Right? Wrong.
If you fall in to this category then here are some top tips for sending out a NEWSWORTHY press release.
Firstly, your business needs a structured plan for your newsworthy stories. You won’t get fantastic coverage in your first month, you need to build relationships with your local newspaper, and this takes time. You must sew the seed, sending occasional stories and speaking to the same contact will allow them to remember your name. Make sure the journalist covers the types of stories you company feature in. Don’t send your beauty business stories to the financial reporter! Do research; ask for advice if you are struggling.
When sending out a press release, think about your audience, does your audience WANT to hear about this story? Do they NEED to hear about this story? Would the story be better with pictures?
So you think you have a topic of interest that both your journalist and audience will love. Well, let’s see if it falls in to our TOP TEN REASONS TO SEND A PRESS RELEASE!
1. An announcement of a product or service. Is your company offering something new? Something different? Then surely your audience will want to know about this.
2. Are you holding a public event? Maybe you want the journalist to attend? You’ll surely want to publicise the event. If this an annual event you may have pictures from a previous year, send them along with your story.
3. Client wins & success stories. Are you hitting a record breaking year? Have you wont a fantastic new client? Is there a joining force of businesses that will benefit your industry or region?
4. Expansion. Especially in these tough economic times, if your company is expanding, then this is a positive news story.
5. National topic or holiday. Keep your finger on the pulse when it comes to trending stories in the national press, if something happens which you feel your business can comment on then call the press. Are you offering a service in conjunction with a national holiday, your audience will want to know.
6. Awards. Has your business won an award? Has an employee won an award? Maybe you’re holding an award ceremony, or have been nominated. These stories are extremely newsworthy.
7. If your business is conducting a new study, then this would be a story for your industry magazines.
8. Community stories are great for regional press. If you are volunteering at a local charity, or have donated a gift of kind or a monetary donation then let the papers know. This will also benefit the charity.
9. Business Anniversary. If your business has been running for 20 years, then this is a great success story, your audience will want to know your exciting news, so do tell the papers.
10. Finally, if you have any celebrity endorsement, a visit for a Government minister or your product has been used on TV, then these are all great regional news stories.
A strategic and planned approach always drives effective and measurable results. If you'd like to talk to us about how we can keep your business profile in the media then contact Amy@freerpr.com
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