Got Press? 5 Ways to Create News
As a new business owner, it’s easy to rush through publicity efforts in order to concentrate or core business activities and priorities. But before you contact the media or post a press release, ask yourself if the information you’re about to send is really newsworthy.
Will a reporter really care about what you have to say?
If you can’t answer this question accordingly, you need to conduct additional research, rework your story angle or rewrite your announcement. Focus on a specific benefit, current industry trend or unique idea.
Once you rewrite your announcement, have a regular customer, or someone in your target market, read it. At the very least, have co-workers, friends or family members review the information. Do they think it’s boring?
This work takes extra time and effort, but it can mean the difference between front-page news and the trash bin.
And if you are having trouble finding newsworthy items to share with the press, here are some tips to help.
Five Ideas for Creating Your Own News:
1. Take part in a community event, or create your own.
Give something back and encourage others to do the same. You’ll help others in need while creating a newsworthy event.
2. Create a brief report or “Top 10 List.”
Relate this document to a big trend in your industry that will help others solve a problem. Provide your expertise without asking for anything in return.
3. Submit an opinion piece.
Write to your local newspaper, and provide your opinion about a published story or current news item. This can help build credibility and awareness for your business when written in a postive manner.
4. Give a presentation.
Speak at a local community college, business group or other organization where your target audience attends.
Provide valuable information without giving a sales pitch, and invite pertinent reporters. You’ll establish yourself as an expert and meet potential new customers while increasing your chances of obtaining media coverage.
5. Find success stories and promote them.
Talk to your customers, and ask them how your products and services have helped them save time and money, increase productivity, meet deadlines, etc.
Media members like unique, “before-and-after” stories, and you can always use these case studies to build credibility and market new customers.
Got News?
Now, please note that some announcements are just that - announcements about winning awards, events, fresh partnerships, new hires, etc. These may not be the most exciting news-items, but they are still important to share with the press. These announcements will help project a fresh, current and credible image for your business.
But before you share this information, be sure to create a list of appropriate press members, event-listing media venues and customers. Not everyone will be interested in this kind of news. And you want to send it to the right people so you don’t waste your time.
These are just a few, key ideas to consider when announcing your news. Hopefully these tips will help you provide valuable information to the press and build positive, company awareness.
And if you need more help with your SEO copywriting and PR to boost sales, awareness and credibility, please let me know here or at www.rembrandtwrites.com.
August 2nd, 2010 at 7:42 am
As an entrepreneur it is always very difficult to get the press involved with my business and now there is so much in the way of press releases out there that it’s tough for the medial to decipher what is good news and what is garbage (especially online). Many companies now seem to release press releases to help with their SEO needs. Thanks so much for the line.
August 2nd, 2010 at 8:47 am
Hi David,
Thanks for your note. Yes, press releases are a great way to improve SEO, if written correctly. When it comes down to getting press, it’s all about providing the right message, to the right person, at the right time.
For more help, please see my site at rembrandtwrites.com.
Thanks, and all the best,
Melanie
August 2nd, 2010 at 8:32 pm
Hi David,
Thanks for your note. Yes, press releases are a great way to improve SEO, if written correctly. When it comes down to getting press, it’s all about providing the right message, to the right person, at the right time.
For more help, please see my site at rembrandtwrites.com.
Thanks, and all the best,
Melanie
August 5th, 2010 at 9:26 am
Thanks so much Melanie and I will check out your website immediately. I understand the importance of press releases but something I am still confused about is writing them the right now to impove SEO. Is it merely key wording the press release in the direction you want your SEO to go? Thanks and I am heading over to your website right now!
August 6th, 2010 at 11:08 am
It is good to see that a good emphasis on offline advertising is being made. The promotion of your business offline should still be an important consideration even if you are a 100% online company.
August 6th, 2010 at 11:19 am
Hi Stephen,
Thanks for your note. Yes, good sales and customer relationships are built on a combination of online and offline communications. Good point.
Melanie, rembrandtwrites.com
August 12th, 2010 at 2:08 pm
How would you create press for a mundane business like mine (carpet cleaning?)
August 12th, 2010 at 2:14 pm
Hi Alex,
Carpet cleaning does not need to be mundane. Do you have any interesting before-and-after stories to tell? How about something about all the awful dust mites you removed from a familiy’s home?
Think about what your carpet cleaning does for people, and you’ll come up with some newsworthy angles.
And if you need more help, check out the free info. I offer here and at rembrandtwrites.com.
Hope this helps. Thanks!
Melanie
August 17th, 2010 at 7:15 am
Thanks Melanie for the tips.
August 17th, 2010 at 7:45 am
Glad to help Alex!
Melanie, rembrandtwrites.com
August 24th, 2010 at 8:14 pm
Step #4 really isn’t practical for the typical small business. News reporters are not going to show up for any media event sponsored by your average small business (unless the event is highly sensational in nature). Steps 1 - 3 are much more practical. Option 1, participating in community events to expose but not explicitly advertise your service is the best option.