How to Choose Your Press Release Angle
Most press releases start with the marketing department. They have a goal or objective they want to attain, and a press release becomes part of that process and plan. Maybe there’s a new promotion. Maybe you have a new product or service you’re launching. Or perhaps your company has conducted some research, released a new report or taken some other notable steps.
You know that the most critical component of any news release is that it has to be newsworthy. For the media to pick it up, for journalists to cover your story, and for your press release to do the job the marketing department is hoping it will accomplish, your story has to be newsworthy.
Sometimes, actually quite often, it can be difficult to find the angle. To answer the question… why is this story newsworthy?
So let’s first take a look at what makes something newsworthy.
- It announces something
- Your audience cares about the announcement
- It’s timely or on trend
- It’s fresh and new – it hasn’t been done before
- It’s seasonal
- It has impact on your readers
- It’s noteworthy – perhaps with celebrity or expert endorsements
- It’s time sensitive
The first question to ask, therefore, is “how do I make my information newsworthy?” The following questions can help you find your angle.
Financial angle – For example, does your news help someone make or save money?
Human Interest – Does it have an impact on society? Journalists often like human interest stories because they sell well.
Social Issue – Is there a social issue that can be tied to what your news is or what your company is doing?
Education and Information – Does your information educate or inform readers? For example, a white paper or case study may fit this type of newsworthy angle.
Current Topics and Trends – Can you tie your information with a topic that is currently newsworthy? This may be related to industry trends, challenges, or hot topics. It can also be linked to other topical trends.
Headlines – Is there a way that your news fits positively and productively into other topics that are making headlines?
Unique Selling Proposition – What’s unique about your information? How does it change lives or make a difference? How are you different from your competition?
Answer the 5 W’s – Who is your story about? When does the story happen? Where does it take place? Why is it relevant? And, finally, what is your story?
Whether you’re starting from scratch and creating news, or you have a news story and you’re striving to make it newsworthy, finding your angle can be a bit tricky. It’s a good idea to brainstorm a number of possibilities. Make a list of 5-10 potential angles. From that list, you can then narrow it down to the best option.