Reduce me for starting with a not-very-clever rewording of an old saying, but today “almost all reports is good news” if you are trying to generate awareness for your company or organization. I’ll tell you how to create valuable news releases from information that you might not think has value and get it published. Benny Cenac Houma
What do I mean by “almost all news is good news”? That just about any news can be turned into content for offline and online publications, gaining valuable awareness for your business or organization.
Traditional news launches — or press lets out as they used to be called back when real presses were employed by real news organizations to print news – experienced to vie for limited space on an imprinted page. Typically, that limited newsworthiness to stories about new products or services, new technologies, or major organizational news.
Today, however, the idea of “news” has changed dramatically. Posting space is almost infinite and publishers hungry for content. The lines have blurred between so-called “real” news organizations such as newspapers, magazines, and transmit news outlets and “new media” such as online citizen-journalism sites, blogs, e-letters, and news aggregator services. Today, many of the stumbling blocks have faded that were once between people making news and the outlets that released it. It’s incredibly easy now to get your news published in a variety of places. The trick is writing something that will be of enough interest for someone to select it up and publish it.
Picking a topic
There are more and more to write a news release about than you might think, beginning with the clear: a new product or service, openings and closings, restructurings (partnerships, mergers and acquisitions), and employee/staff reports. These subject areas generally can be considered “hard” reports and worthy of extensive distribution, when possible.
Right now there are a host of other topics, yet , that many people don’t think in promoting with an information release, but that make ideal “soft” news produces. These issues include company show and conference shows, awards, business anniversaries, new client wins, capital equipment purchases, and new capacities. While a business syndication editor may consider these subject areas too self-serving to warrant publication, there are still good reasons to publish a release on them, as you will soon enough see.
Creating your own news.
Don’t think you have enough news, hard or soft, to create about? Then think about creating your own news. Develop a simple industry or customer survey, publish the results on your website, and write an information release about this.
Write a report. Interview key staff in your organization as well as your industry trade association with regards to your market or industry and submit their insights. Then write a release about the important thing findings, announcing the availableness of the report for download on your website. After some thought, you should be able to develop several ways to create your own reports.
Writing a news release
Now you need to publish about your topic. Bear in mind that this is information, not advertising, and an editor will probably judge whether it’s worth publishing. Steer clear of jargon and using key phrases such as “industry leading”, “number one”, “unique”, and any other conditions that smack of self-serving advertising.