Press Release Ideas – 7 Press Release Ideas That Really Work
The most common mistake marketers make when creating press releases is to assume that journalists are writing stories “about” companies. Your new business, new company president, new hire or new product may look great to you – but the sad truth about marketers is that most reporters just don’t care.
As a former television news reporter, I can assure you that most press releases that news organizations receive go straight into the trash can. The few publications that attract the attention of journalists have a few things in common. Here are seven types of stories that reporters often consider “newsworthy.”
– Surveys and surveys. A company with a solid marketing budget can pay a research firm to conduct newsworthy research, essentially creating news whenever they want. For example, an apartment listings website might conduct a survey on how many more Americans are choosing to rent over buy in the current economic downturn.
– Lists. You see these stories in the news all the time: “10 Busiest Cities,” “15 Fattest States,” “Best Cities to Start a Small Business.” Just think of a list that is relevant to your business and hire a research firm to crunch the numbers. For example, a lawn care company might publish a list of “20 Best Cities for Beautiful Lawns.”
– Heroic stories. You’ll know this story when you see it. The snowplow driver who clears the parking lot of a nursing home in his spare time. The fireman pulling kittens out of trees. The CEO who prepares the children of the city to rule. To identify these stories, it’s important to have open lines of communication between employees at all levels of your company.
– News you can use. These are often similar to list publications, but much cheaper – no need to hire an expensive research firm. These can often be in the form of lists or bullet points. For example, “Seven Ways to Avoid Foreclosure,” “Top Tips for a Healthier Pet,” or “How to Save Money on Your Apartment Rent.”
– Legitimate news links. To take advantage of these types of press releases, you’ll need to act fast. Current events can become old news in a matter of days. Story ideas in this category include a church holding a vigil for a missing child and a company filling a truck with supplies for disaster victims.
– Remote functions. The stranger the story, the more likely it will get publicity with a press release. A local restaurant offering a $500 hamburger is the type of far-fetched feature story that might garner media attention.
– Trends. Are local rodent populations increasing? If you’re in the pest control business, this is a press release opportunity. Ideally, you’ll have facts and figures (bonus points for the graph) to demonstrate the trend. Be sure to include the relevant numbers in your press release.
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