Is My Content Appropriate For A Press Release?
Many marketers wonder when they should issue a press release. They are often concerned with whether or not their content is appropriate for a press release. The short answer is yes if it is a newsworthy item that people interested in your niche or industry would really benefit from knowing about.
The short answer is no if your so-called press release is little more than an ad for one of your products, or an attention-grabbing exercise like announcing you’ve just put new carpets in the office (yes, some marketers really do this!).
What is newsworthy?
There are a number of items that can be considered genuinely newsworthy for your business. Here are a few of the main ones:
A new product launch
A press release will be an essential part of the success of the product, with it hopefully selling well right out of the starting gate.
A new product range launch
A publisher, for example, might decide to launch a new imprint of children’s books.
A new business launch
A business owner might branch out to start a whole new enterprise.
Celebrating an anniversary or another milestone
Companies can cite how long they have been in business, and celebrate with a special offer, new product release, or another attention-getting event.
Mergers and acquisitions
Two companies merging is usually a big deal worth reporting to the press. So, too, is buying a new company.
Announcing a partnership
This would be an announcement that 2 parties were working on a new initiative together.
Announcing a restructuring of the company
This could include new arrivals, departures, new divisions within the company, and so on.
Opening up branch or satellite offices
This is also newsworthy, highlighting how the company is expanding, with more ways of doing business with them.
Receiving an award
Awards are always newsworthy unless they are for the worst in one’s industry, such as the Razzies in Hollywood, the opposite of the Oscars.
Gaining a prestigious new client
A top-brand client can really add to the prestige of one’s company, so provided they have no objection, it is worth announcing.
Participating in a charity
Charity events are always good press for companies. It might be sponsorship, or just getting staff to turn up as a team to join in.
Changing the company or product name
This might not happen too often, but a press release would be essential to help people find the company and its products.
Recognition of the company, product or executives by a publication
A great write-up in a prestigious magazine or industry-related publication is always worth telling others about. It will raise the profile of the company and hopefully spur more media attention.
Announcing a public appearance on television, radio or in person
Companies who manage to get their staff booked on top shows, or who have experts who are being used to comment on important events in the news, should inform people of the upcoming air date, or report what has happened and show a video clip, if possible.
Hosting a live event, such as a webinar or conference
Live events are best with live attendees. Host events in the real world and online, and announce them using a press release 2 weeks prior, and again several days prior, to make sure people come.
Launching a website/a website makeover
This will help drive traffic, with everyone wanting to see what’s been created.
Announcing free information available
This is one of the best ways to grow an email marketing list. Create a great free item, such as an ebook or white paper, and allow people to download it by giving their email address.