There is something newsworthy happening right now at your organization, but you must first think like a reporter before you issue that press release.
Too many news releases go out from the company’s perspective and land with two dull thuds. The first thud is on the reporter’s desk, and the second is in the trashcan. Let me illustrate how this often happens with a client.
Phone rings. On the other end the client says, “hey let’s do a press conference on our new window blinds. So, here’s some information: they are easy to hang by the homeowner and are painted with a new paint in fashion-forward colors.”
“Yeah,” I say, “but the last ones were easy to hang and were in cool colors. Besides, we only hold a press conference for the second coming. We could do a news release, but we need more. What about the hanging mechanism? How many colors? Can the customer get special colors?”
“Nothing new on the mechanism. Ten colors. No customization.”
“Hmmm. New paint, you said. What about that?”
“Oh, yeah. It resists dust.”
“Blinds you have to dust less often! Now, we’re talking, and maybe a press conference is called for.”
Not every story has the potential of a product I actually helped launch, Levolor’s DustGuard blinds. But, with a little thinking, any story idea can be made more newsworthy. Here are a few things to remember as you think through your story ideas:
* Reporters Don’t Care. You spend at least five days per week working in your industry and thinking about your business. You care deeply about them. The unvarnished truth is that reporters are not in the business to care about you. They want information of interest to readers, and they want you to make their job easier.
* ROI. Ask, what makes this relevant, original or impactful? Consumers don’t care about 10 colors of blinds, but they sure care about not having to dust them as often. That’s relevant.
* Hype Not. Corporate hyperbole will not endear you to reporters. In the news release, tell the facts, just the facts and nothing but the facts. This is as important as ROI, particularly if you are trying to build long-term relationships with reporters.
Below is a list of possible newsworthy occasions that could help you get more coverage.
POSSIBLE NEWSWORTHY OCCASIONS
* New Products
* Business Start-Up
* Partnership
* Strategic Alliances
* New Or Innovative Business Strategy
* Restructuring The Company
* Going Public/Going Private
* Company Comeback From Adversity
* New Employees
* Important Executive Retiring/Resigning
* Executives Comment On Business/Economic Trends
* Employee Promotions
* New Branch Offices
* New Divisions Established
* Headquarters Relocating
* Research Results Announcement
* Major Anniversary
* Major New Client Acquisition
* Company Revenue, Sales or Profit Growth
* Company Name Change
* Winning Major Awards Or Receiving National Or Regional Recognition In The Media
* Company Presenting An Award
* Receiving Important Accreditation or Certification
* Holding Free Seminar or Workshop
* Employee Appointed To Civic, Government Or Professional Organization Board
* Availability Of Guest Articles Or White Papers
* Issuing A Position Statement On Topical Subject
* Free Consumer Information Available
* Company Speakers Bureau
* Company Philanthropic Support
* Major Company Milestone
* New Board of Directors
Harry Hoover is managing principal of Hoover ink PR. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.
http://www.hoover-ink.com/
