“I don’t have anything newsworthy to talk about” is one of the most common worries we hear when encouraging people to secure deserved coverage for their business.
But all too often, this fear is actually unfounded. In fact, it is usually the individuals that boldly continue to shout about their organisations – to the extent that they shove it down our throats –who actually have far less interesting things to say.
So, if you’re scratching your head wondering what exactly is newsworthy, here are a few ideas…
- Are you doing something new?
Whether it’s the birth of a fresh business, the introduction of a novel product or service, or the revelation of months of R&D, this is of huge interest to the media and their readers. Include a brief summary of what’s new in the press release, but don’t allow this to become a sales pitch. Focus on what you’re launching, why, and the benefits. If you can disclose some of the background slog or reasoning for the launch, include that detail too, along with some facts and figures regarding investment and projected impact on your business, if possible.
- Who are you working with?
Notable contract wins or project completions make for really interesting stories. In such press releases, let your client take the lead. Describe the problem, solution and status of the job, include figures where possible (whether they relate to turnover, jobs creation or impact on the community, for instance) and slot in commentary from the client themselves. Keep things brief – this isn’t a feature length case study. Journalists will ask you if they want more information.
- Put the spotlight on staff
If you’ve recently recruited new employees, are calling for candidates to fuel your expansion, have launched an employee-led initiative or are ploughing the pounds into your staff development, you’ve got yourself another great story in the making.
Sometimes single, key appointments, especially at a senior level, can be enough of a story in themselves. Highlight who has joined your team, where they’ve come from, why they’re on board and what the future holds.
- On the move?
A new postcode might not sound particularly exciting in isolation, but if a business relocation marks a new chapter for your brand, then you’re on to something. Perhaps you’re growing, you wanted to transform an old under-utilised space or you’ve identified an untapped market… Talk about where, when and why you’re moving, and what the new space signifies for your company.
- Doing your bit?
CSR is increasingly helping businesses stand out from their competitors, so if you’re embarking on a fundraising drive, have launched a volunteering scheme or are partnering with a community initiative to ‘give something back’, tell the world and inspire others to make a difference.
- And our survey says..?
Lastly, carry out your own research. Survey your customer base, send an email campaign to new contacts, run a social poll or invest in the services of a research specialist. However you conduct your fact-finding, the chances are that the results could make interesting collateral for a press release, especially if they evidence an area of business that has either flown under the radar or relied on guesswork to date.
Hopefully this small handful of ideas has provided some food for thought. So what are you waiting for?
If you’ve got enough nuggets of information for a press release, but you’re not confident about the writing side, talk to a PR company you trust. They’ll do the hard work so you don’t have to, focusing on the best-fit writing style for the audience concerned, as well as the media liaison, coverage collation and analysis activity that comes with the press release process.