How to Capture Industry Trends in Your Press Release

Trends present an abundance of opportunity for most businesses. For example, the fitness industry lives on trends. It creates them, rides them out until the market has been saturated, and then creates and capitalizes on a new trend. 

For example, Zumba hit it big in the fitness industry, and every gym across the country suddenly offered Zumba classes. In addition to providing an opportunity to profit and reach a larger audience, trends also provide you with an opportunity to issue a press release. Let’s take a look at some tips and ideas to capture industry trends in your press release.

1. Stay On top of Trends

You cannot integrate trends into your marketing and press releases if you don’t know what they are. And you certainly don’t want to waste time on trends that have passed. There are a variety of tools that can help you stay on top of trends. For example, Google Alerts can be set up to notify you when certain names, keywords, and companies are mentioned online. Other tools include News Feeds and Twitter Trends, and you can also hire a market researcher. 

2. Integrate the Trend

When you notice that something is becoming a trend, you can integrate it into your business. Of course, it has to make sense and provide value to your audience and your company. However, when it does you can issue a press release to announce and leverage your new addition. For example, the gym that adds the Zumba class to its offerings might issue a press release talking about the popularity or effectiveness of Zumba and announcing their new classes. 

3. Catch it On the Upswing

Make sure that any trends you capture or integrate into you business and subsequent press releases are proactive rather than reactive. Try to stay on the front end of industry trends. For example, there’s still a growing trend and a consumer demand for healthy food options in restaurants. This includes organic meats, gluten-free breads, and healthier fat choices. A fast food company would be wise to capture this trend now, rather than wait to see how it goes and act in a year or two. 

#4 Identify the Trend Up Front

In any press release that you issue, be sure to call out the trend that you’re leveraging. For example, if there’s a demand in healthier food options, then talk about your new healthy food options as a response to this demand. Journalists know what’s going on, so by being up front you show that your company is paying attention to trends, consumer demands, and changes in your industry.

Capturing industry trends in your press releases isn’t always easy. It does require research, attention, and planning. However, it’s a great tool to help draw attention to your business growth and changes.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

Catch up on the rest of your content marketing news and strategy