Often the hardest thing about DIY PR is identifying opportunities to send a media release out to the media and what is newsworthy. When writing my book of PR Tips release ideas were on top of my list, and I thought I would share a few ideas with you here on times in business when you can write a media release.
When Something New Happens:
When something is new, it is always a great time to share it with the Media. The power of the next new thing is an alluring theme in marketing and PR.
• The release of a new product or service
• A new website or significant upgrade to existing website
• Celebrating an important business anniversary
• The winning of a new client or engaging a new team member (these announcements need the permission of both parties)
• A new logo or branding
Ask Yourself: What is happening that is new in my business?
When You Do Something Good:
Doing something good not only feels good, it has great benefits in attracting the attention of the media.
• Being involved with charity work or making a charitable contribution
• Releasing findings of new study or research
• Sponsoring an event or team, or individual
• Being singled out for an accomplishment or award within your field
• Establishing a scholarship or award for the local community
• You take on some pro bono work
Ask Yourself: Is something good happening in my business?
When You Have Something to Share:
Working with the media is all about sharing information so sharing tips, news, tours of your business and more are a great way to get attention.
• Offering free information: eBook, newsletter or webinars
• Announcing a media appearance
• Changing the way your products are made
• Developing a new technology or different procedure for your industry
• Celebrating an important milestone
• You exhibiting at or holding a trade show
• Speaking at a conference or event
• Receiving endorsements from a celebrity, industry or public figure (ensure you gain the appropriate permissions)
Ask Yourself: What news do we have to share?
Make sure your release stands out:
And finally your release is only going to work it stands out and gets read, so here are some of my top tips to make sure it stands out!
Write a Great Headline:
Your headline can make or break your release. It should be a short and snappy attention grabber. It should include points from your release and sum up its subject.
The headline is what encourages the media to read your release. Take your time and make it good.
Give Your Reader a Reason to Click:
Your headline should provide some benefit or enticement for the reader wanting to learn more.
Use Trending Words and Topics:
If you can somehow tie your headline and your news to what’s hot right now, you’ll get more clicks, more views, and more exposure.
Tell the Story with Your Lead Paragraph:
The first paragraph is called ‘the lead.’ It is the most important part of the release and should contain the strongest key message. This is where the who, what, when, where, and why of the story lives.
Journalists and Editors see lots of releases and may not read beyond the first paragraph. It is important that your lead includes all the necessary and relevant information. Give them a reason to read on.
The most important thing is you do share your news with the media they are not going to find you if you don’t.
About Linda Reed-Enever:
Publicist and Marketing Consultant Linda Reed-Enever lives and breathes publicity with a passion for connecting; everything from people to ideas. Linda is the Principal Director at ThoughtSpot PR and Founder of Media Connections and with her ‘can do’ attitude and entrepreneurial spirit she inspires and motivates as she connects people and opportunity. Linda is also the author of Linda Reed-Enever’s Book of PR Tips and the PR Media and Marketing Companion. Connect with Linda at www.lindareedenever.com.au