When to Send a News Release? (Part 2)

[This is the second part of this topic. Please read the previous post for context]

Because I’ve been in this industry for many years, I’ve certainly seen many news releases (and written hundreds of them) about a wide range of topics. Of course, I’ve seen some that made me wonder: why send out a release about that? But more than anything, I've worked with companies/organizations, clients and individuals who drag their feet when they really should be sending out a news release.

We’ve already talked about a couple of reasons, now consider these additional Reasons to do a News Release:

* A Milestone has been reached. Maybe your business has an anniversary. (One year in business? Ten?) That’s a reason to send out a news release and to talk about what you do at the same time. Look at long-term employees. When someone has been with your organization for a long time (e.g., 20 years), that’s a valid reason to consider a news release. (And it says something about your organization—a reason to boast!)

Any momentous accomplishment within your company can merit a news release: reaching a significant sales goal (making money at all in this economy might be considered a milestone…but that’s an issue for another blog), completion of a major project, the number of employees on staff or customers served (Hey, McDonald’s does it!).

* Important Information to share. It’s very possible that you know something that would be beneficial to others—perhaps customers, or others in your industry or (hopefully) reporters. That’s a great reason to send out a news release. You might have insight on a current hot issue or can tie into seasonal topics.

When I was doing PR for an emergency medical provider, I would send out a release at Halloween with safety tips, and at Christmas I did a release about avoiding hazards. (Falling off the roof can just ruin your holiday celebration and getting an electrical shock putting up the tree is only funny in the movies!) Those releases not only got coverage, they led to more coverage on other topics. The media learn who they can count on for good, pertinent information.

If your organization has done a significant study or research, use the results in a news release. (Make sure you focus on the practical application of the results, so others will find it useful. Unless you're a geek or an accountant, hard data is boring!) If you don’t have that kind of information, consider doing a survey or opinion poll with your customer base and use those results to address a useful topic.

One year, during a very heated national election, I did a survey of businesses who specialized in making items such as bumper stickers, buttons, and other promotional products. (I was working for the trade association for that industry at the time.) We asked what trends they were seeing—what the candidates were buying to promote their message. It was a very informal poll, but we put the results in a news release and got media coverage all over the country in additional to national exposure on a major news broadcast.

* An Educational Opportunity. Many organizations offer valuable seminars or workshops, either to industry professionals or to the general public, which is an opportunity for publicity. If your CEO or one of your executive team members is giving a speech or teaching a class, that’s also an excellent time for a news release. If your leadership has attended a useful workshop or training opportunity, that's a good time to send out a news release.

* Extending a Special Invitation. A news release is a good means of inviting the public to your special event: the start of a contest, an Open House, a milestone anniversary, the dedication of a new building, product rollout, etc.

Warning: make sure it’s special “enough” to warrant a release. Which means it’s not just special to you but has meaning to those outside your organization. (The newly decorated CEO's office probably wouldn't qualify as special, except to the CEO and the decorator.) You wouldn’t want to risk getting a bad reputation with reporters for wasting their time with something that is not newsworthy. (e.g., Most reporters I've talked with over the years do NOT like ribbon cuttings. They don't see that as "special." Now if Brad Pitt is cutting the ribbon, that might be a matter for consideration!) Before you send out a release, ask yourself: is this something I would care about if it wasn’t about my organization? Be honest!

By the way, this is a good reason to consider a PR Consultant, who can offer an objective perspective on newsworthiness, as well as help you craft the news releases in an interesting, informative manner. If you can't think of reasons to send a news release, your PR Consultant can help. (How’s that for a plug?)

I handled PR for a large local charity and the organization was undergoing a major renovation/expansion in order to provide more services to the community. At one point, we reached a stage in the construction where a new entrance was almost complete. So when the contractors poured the new concrete landing, we had all the employees sign their name in the wet cement and invited the media to help us commemorate the progress.

We will continue looking at more reasons (WHEN) to send a news release in our next post.

I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

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