Forgive me for starting with an astute reformulation of an old adage, but today, “almost all news is good news” when trying to generate visibility for your business or organization. I will explain how to create interesting press releases based on information that may not have value and have them published.
What do I mean by “almost all the news is good news”? All news can be turned into content for online and offline publications, providing valuable visibility to your company or organization.
Traditional press releases – or press releases as recalled when genuine presses were used by news agencies to print news – had to compete for limited space on a printed page. In general, this news is limited to reporting on new products or services, new technologies or major organizational news.
Today, however, the concept of “news” has changed dramatically. The publishing space is virtually unlimited and publishers are hungry for content. Borders have faded between “real” news agencies such as newspapers, magazines, news agencies and “new media” such as citizen journalism sites, blogs, e-mails and news services. aggregation of news. Today, many of the stumbling blocks have disappeared, at a time when there were people who generated news and the media that published them. It’s easier than ever now to have your news published in various places. The trick is to write something of interest enough for someone to pick it up and publish it.
Choose a subject
There are more things you need to write a press release than you think, starting with the obvious: a new product or service, openings and closings, restructurings (partnerships, mergers and acquisitions), and news concerning employees and staff. These topics can generally be considered “hard” information and worthy of wide dissemination, where possible.
There is a host of other topics, however, that many people do not think of promoting with a press release, but which are ideal “normal” press releases. Topics include appearances at trade shows and conferences, awards, anniversaries, new customers, capital purchases and new features. Although a professional publisher might consider these topics too personal to warrant publication, there are still good reasons to write a news release about this, as you will soon see.
Create your own news.
You do not think you have enough news, hard or soft, to write on? Then, think about creating your own news. Develop a simple survey of the industry or customers, post the results on your website and write a press release about it.
Write a report. Ask key members of your organization and professional association about your market or sector and post their points of view. Then write a release on key results, announcing the availability of the report to upload to your website. With a little thought, you should be able to find several ways to create your own news.
Writing a press release
Now you have to write about your subject. Remember that this is news, not advertising, and an editor will judge the relevance of its publication. Avoid jargon and use phrases such as “industry leader”, “number one”, “unique” and any other term that refers to an interested advertisement.
Present all the important information in the first paragraph, starting with the subject, the company and why your news is important. Traditionally, this is called the “five questions” and “the H” – who, what, where, when, why and how. Keep sentences simple and paragraphs short.
Add the details to the central part or body of your publication and complete with what is called the “boilerplate” – the standard information about your company or organization, including the basic description, locations and Web address. If your business is large enough, it can even include the number of employees, the affiliate information, and the ticker symbol if it is publicly traded.