25 Great Reasons To Write a News Release

Many business owners have asked me, when should you send a press release to the media? My response is always the same. If it's newsworthy and useful to the reader you should send it.

When deciding whether to send out a press release, there are many things to consider. There are no hard and fast rules, but as a media relations professional I've sent out many press releases over the last five years and the key thing the remember is to make sure that the release will interest the reader of the publication you are targeting and is newsworthy. If it doesn't fit these two criteria, you're just wasting both your own time as well as the editor's time.

A great media release can accomplish many things for your company. It can be used to present information to the public, your investors, your customers and your competitors about your activities.

To help you decided whether something is newsworthy, I press release ideas|ideas for news releases}|developed this list of 25 ideas for press releases. This list is not a list of every newsworthy story, but should help you see what kind of stories are newsworthy. Feel free to use it as a brainstorming tool for your own company. Depending upon your business type some of these tips might not fit your specific needs.

Announce a new service. When businesses fill a need in the marketplace it's newsworthy.
Opening a new company Yes, even small businesses are news. If it is unique enough it could be national news, but every business opening is local news.
Tie your company in with a particular season. This is a great opportunity to get a message out. Whether fire hazard safety around the holidays, or the sheer volume of hot dogs sold on Independence Day, you can likely relate your business to a yearly event.
Receiving special regcognition or achievements. Nothing sounds as good as success, so don't be bashful. Announce your success to the world.
Signing a major new client Whether your partnering with an industry leader or signing a new agreement with a supplier, it creates credibility.
Report the results of your own study, along with a forecast The study provides fresh material for the media and the analysis provides the news angle you need to work yourself into the story.
Link in to a current controversy by commenting on it. This method allows you to put your own spin on existing news and explain how your organization or the community is effected.
Conduct a survey and report the results. Journalists love public opinion polls. You can leverage your self as the expert in your field this way.
Utilize a national survey to your advantage. If your business is effected by to a new survey you should use that to your advantage.
Create and promote a special event. It shows your involvement in your particular industry.
Announcing a new hire This works especially well if the individual is well-known in his or her industry.
Involvement in community events and activities People love to hear how companies support their local community.
Schedule a speaking engagement Giving a speech for a civic, philanthropic, or other organization is a great way to position yourself as an expert.
Recognition by an industry association Peer reviewed acceptance looks great and shows your dedication to best practices.
Recognizing the achievements of others Honoring those outside your company, through awards such as Agent of the Year" or Educator of the Month" you will attract positive publicity for both parties.
Commemorating a significant milestone Whether you served your one millionth customer or have been in business for 10 years, it's a reason to celebrate.
Awarding a scholarship Scholarships bring opportunity to individuals who might not otherwise have the chance to go to school, which is why it always brings good PR along with it.|Announcing a contest or promotion Who doesn't want to win something or get something for free?}
Host a seminar, class, or workshop This is another great way to establish yourself as an expert in your field while educating the public with your message.
Opening or remodeling your exisiting office Although it isn't major news, it helps position your company as moving upwards.
Major Media Mentions If your business has been featured in a major television program or magazine, you can leverage the exposure for additional exposure. The media views mentions in other outlets as a measure of credibility, so let them know.
Major Policy Changes Can demonstrate your companies acceptance of new ideas or willingness to change with the times.
Recognition of Longtime Employees Retaining employees says a lot about the quality of a business and it's business practices, so you should let the public know about it.
Innovative use for your products If your product helped someone out of a major bind, it's might be newsworthy. If they discovered new creative ways to use your product it allows you to feature the product in a new light.
Reports on financial earnings Releasing financial information about your company can demonstrate it's strength, an attractive attribute to investors.
Your upcoming public appearances Whether it's an industry tradeshow or the county fair, your customers want to know where you'll be.

So you've written your media release, but what's next? How do you get your release into the hands of the media? {Should you submit the release yourself or hire a press release distribution company|Can your company handle the media relations or should you hire a public relations {professional|specialist|firm? The following questions may help answer your question:

Are we getting the publicity we deserve?
Would additional media coverage bring more business to our company?
Are we utilizing an effective public relations strategy that brings media coverage year round?
Does our competition an unfair amount of media coverage?
Have we prepared a press kit to give to journalists and interviewers with the necessary items? Are we able to keep this up-to-date?
Do we have the staff to handle media requests and effectively communicate our message with the media?

We should first define the roles of a public relations firm. Many people don't understand the difference between a Public Relations firm and a marketing firm or ad agency. A public relations firm handles media relations. It is the interface between a company and the news media, focusing on the company's reputation and image. A marketing firm, on the other hand, handles advertising placements or develops advertising messages and strategies.

The public relations firm or specialist, often referred to as the publicist, will pitch journalists and editors on a story idea involving a company, invention or author. The publicist will attempt to match a story with a particular media outlet with respect to the interests the people who read, watch or listen to that particular outlet.

Many large companies handle their public relations in-house by maintaining as staff trained in media relations, while others hire outside PR firms and or publicists to handle their media campaigns. The route your company should take depends upon your company's own resources and needs.