News releases play a key role in shaping your company’s public image. They are often the main way to share your news with a wide audience, such as announcing new hires, events, or other milestones. Because they matter so much, it can be tempting to send them out without much thought. Resist that urge. With news releases, quality should always trump quantity.
Here are a few things to consider before writing your next news release:
Is it newsworthy?
News releases are for real news. Don’t send out a release every time your company does something you think is important. The news should matter to people outside your company. Sending out releases that aren’t newsworthy is not just a waste of time; they are counterproductive. If journalists come to expect fluff from you, they’ll be less receptive to future updates. Send out too many mundane releases, and the intended recipients might not even read them.
Is it original?
If someone else has already reported your story, it’s best not to send out a release. Journalists want to be among the first to cover important news. A good news release should offer something new and unique.
Is it sincere?
A strong news release is built on real, noteworthy information, not fancy language to make your company look good. Your company should earn attention for real achievements, not for clever wording or industry jargon. News releases work as a marketing tool only when they capture people’s interest and lead to positive coverage.
Is it tailored to the right audience?
Look for the right kind of media coverage, not just any coverage. Do your research before you send out your news. Is your story relevant to trade magazines? Does it have visuals that would interest TV news? Build a media list with contact details for your target journalists, and personalize your pitch when you send it out. Choose your contacts thoughtfully. Building and maintaining strong relationships is important for future success.
By keeping these points in mind, you’ll be able to send news releases that offer real value to the right people and help you reach your communication goals.
- Related Post: 7 Common Writing Mistakes In Your News Release
