Reduce me for starting with a not-very-clever rewording of an old saying, but today “almost all media is good news” if you are trying to generate presence for your company or organization. I’ll tell you how to create valuable news releases from information that you might not think has value and get it published. us news
What do I mean by “almost all news is good news”? That just about any news can be turned into content for offline and online publications, gaining valuable awareness for your business or organization.
Traditional news launches — or press lets out as they used to be called back when real presses were employed by real news organizations to print news – experienced to vie for limited space on an imprinted page. Typically, that limited newsworthiness to stories about new products or services, new technologies, or major organizational news.
Today, however, the idea of “news” has changed dramatically. Building space is nearly unrestricted and publishers hungry for content. The lines have blurred between so-called “real” news organizations such as newspapers, magazines, and send out news outlets and “new media” such as online citizen-journalism sites, blogs, e-letters, and news aggregator services. Today, many of the stumbling blocks have faded away that were once between people creating news and the outlets that posted it. It’s incredibly easy now to get your news published in a variety of places. The trick is writing something that will be of enough interest for someone to choose it up and publish it.
Picking a topic
There are more and more to write a news release about than you might think, beginning with the evident: a new product or service, openings and closings, restructurings (partnerships, mergers and acquisitions), and employee/staff information. These subject areas generally can be considered “hard” information and worthy of wide-ranging distribution, when possible.
Presently there are a host of other topics, nevertheless , that many people don’t think in promoting with a reports release, but that make ideal “soft” news emits. These issues include control show and conference shows, awards, business anniversaries, new client wins, capital equipment purchases, and new features. While a business newsletter editor may consider these issues too self-serving to warrant publication, there are still good reasons to create a release on them, as you will quickly see.
Creating your own news.
Don’t think you have enough news, hard or soft, to create about? Then think about creating your own news. Develop a simple industry or customer survey, publish the results on your website, and write an information release about this.
Write a report. Interview key workers in your organization as well as your industry trade association with regards to your market or industry and post their insights. Then write a release about the real key findings, announcing the availableness of the report for download on your website. After some thought, you should be able to think of several ways to create your own media.