| ften asked, when should you send a media release to | | | | you served your one millionth customer or have been |
| the press? My response has never changed. If it's | | | | in business for 10 years, it's a reason to celebrate. |
| newsworthy and useful to the reader send it out. | | | | 17. Awarding a scholarship - Scholarships bring |
| When determining the need to send out a press | | | | opportunity to individuals who might not otherwise have |
| release, there are many things to consider. There are | | | | the chance to go to school, which is why it always |
| no hard and fast rules, but as an online public relations | | | | brings good PR along with it. |
| specialist I've sent out thousands of press releases | | | | 18. Host a seminar, class, or workshop - This is another |
| over the last few years and the key thing the | | | | great way to establish yourself as an expert in your |
| remember is to make sure that the release will be of | | | | field while educating the public with your message. |
| interest to the reader of the publication you are | | | | 19. Opening or remodeling your existing office - |
| targeting and is newsworthy. If it doesn't fit these two | | | | Although it isn't major news, it helps position your |
| criteria, you're just wasting both your own time and | | | | company as moving upwards. |
| that of the editor. | | | | 20. Other Media Appearances - Recent spotlights in |
| A good media release can do a lot for your business. | | | | magazines or in television programs can demonstrate |
| It can be used to present information to the public, your | | | | your credibility to other media outlets, so you should let |
| investors, your customers and your competition about | | | | them know about it. |
| your activities. | | | | 21. Announcement of new certifications received - |
| To help you decided whether something is | | | | Whether it's certification from the Green Building |
| newsworthy, I created this list of 25 ideas for media | | | | Council or ISO 9001 Certification, the third party |
| releases. This list is not a list of every newsworthy | | | | approval shows how your company is improving it's |
| story, but should help you see what kind of stories are | | | | existing practices. |
| warrant writing a media release. Feel free to use it as | | | | 22. Recognition of Longtime Employees - Retaining |
| a brainstorming tool for your own company. Depending | | | | employees says a lot about the quality of a business |
| upon your business type some of these tips might not | | | | and it's business practices, so you should let the public |
| fit your specific needs. | | | | know about it. |
| 1. Announce a new service. - When businesses fill a | | | | 23. Customer's personal stories and testimonials - If |
| need in the marketplace it's newsworthy. | | | | your product helped someone out of a major bind, it's |
| 2. Opening a new company - Yes, even small | | | | might be newsworthy. If they discovered new creative |
| businesses are news. If it is creative enough it could be | | | | ways to use your product it allows you to feature the |
| national news, but every business opening is local | | | | product in a new light. |
| news. | | | | 24. Reports on financial earnings - Releasing financial |
| 3. Tie your company in with a national holiday. - This is | | | | information about your company can demonstrate it's |
| a great opportunity to get a message out. Whether | | | | strength, an attractive attribute to investors. |
| fire hazard safety around the holidays, or the sheer | | | | 25. Your upcoming public appearances - Whether it's |
| volume of hot dogs sold on Independence Day, you | | | | an industry tradeshow or the county fair, your |
| can likely relate your business to a yearly event. | | | | customers want to know where you'll be. |
| 4. Winning an award or other special recognition. - | | | | So you've written your media release, but what's |
| Nothing sounds as good as success, so don't be | | | | next? How do you get your story in the hands of the |
| bashful. Announce your success to the world. | | | | media? Should you submit the release yourself or hire |
| 5. Signing a major new contract - Whether your | | | | a public relations firm? The following questions may |
| partnering with an industry leader or signing a new | | | | help answer your question: |
| agreement with a supplier, it creates credibility. | | | | - Are we getting the PR we deserve? |
| 6. Report the results of your own study, along with an | | | | - Would additional media coverage increase the |
| analysis - The study provides fresh material for the | | | | amount of business to our company? |
| media and the analysis provides the news angle you | | | | - Do we have an effective PR strategy that brings |
| need to work yourself into the story. | | | | media coverage year round? |
| 7. Link in to a current controversy by commenting on it. | | | | - Does our competition an unfair amount of media |
| - This method allows you to put your own spin on | | | | coverage? |
| existing news and explain how your organization or the | | | | - Have we prepared a press kit to give to journalists |
| community is effected. | | | | and interviewers with the necessary items? Are we |
| 8. Commission a survey and report the results. - The | | | | able to keep this up-to-date? |
| media love public opinion polls. You can leverage your | | | | - Is our staff properly trained to interview with |
| self as the expert in your field this way. | | | | reporters and relay our message to the public? |
| 9. Utilize a national survey to your benefit. - If your | | | | We should first define the roles of a PR firm. Many |
| business is effected by to a new survey you should | | | | people don't understand the difference between a |
| use that to your advantage. | | | | Public Relations firm and a marketing firm or ad |
| 10. Create and promote a special event. - It shows | | | | agency. A PR firm handles media relations. It is the |
| your involvement in your particular industry. | | | | interface between a company and the news media, |
| 11. Announcing a new hire - This works especially well | | | | focusing on the company's reputation and image. A |
| if the individual is well-known in the industry. | | | | marketing firm, on the other hand, handles advertising |
| 12. Involvement in community events and activities - | | | | placements or develops advertising messages and |
| People love to hear how companies support their local | | | | strategies. |
| community. | | | | The PR firm or specialist, often referred to as the |
| 13. Announce an upcoming speaking engagement - | | | | publicist, will pitch journalists and editors on a story idea |
| Giving a speech at a conference or for an | | | | involving a company, idea or individual. The publicist will |
| organization is a great way to position yourself as an | | | | attempt to match a story with a particular media outlet |
| expert. | | | | with respect to the interests the people who read, |
| 14. Joining an industry association - Peer reviewed | | | | watch or listen to that particular outlet. |
| acceptance looks great and shows your dedication to | | | | Many large companies handle their public relations |
| best practices. | | | | in-house by maintaining as staff trained in media |
| 15. Awarding recognition to others - Honoring those | | | | relations, while others hire outside PR firms and or |
| outside your company, through awards such as | | | | publicists to handle their media campaigns. The route |
| "Agent of the Year" or "Teacher of the Month" you | | | | your company should take depends upon your |
| will attract positive publicity for both parties. | | | | company's own resources and needs. |
| 16. Commemorating a significant milestone - Whether | | | | |