Publicity Solutions for Newsworthy Media Coverage

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Newsworthy Matters: Press Releases That Deliver Results

To be newsworthy means to be interesting. Right? Wrong! Make press releases sing to editors!

If public relations boiled down to “a business’s interests”, every newspaper in every community would write articles from all ten-thousand press releases editors receive each day. Writing your news and making it “newsworthy” is the key.

How to Make Press Releases Newsworthy Using Public Relations
One task for boosting publicity is to write press releases from the media’s point-of-view including both print media and bloggers. In terms of public relations, no media is old media – public relations calls for creativity…and thinking of your audience.

A board of directors may find a new CEO exciting, but….unless the company sending this type of announcement is a national brand, this type of press release will hit the editor’s waste basket.

Publicity: Promoting or gaining exposure for a business or an organization’s project such as a special event. It is a key part of strategic marketing plans, which every business should have.

While writing press releases is easy for publicity experts – for business owners, it may prove challenging.

Public Relations and Publicity strategies are misunderstood. Often, business owners focus on the less important facts and use self promotional language rather than writing press releases in news formats. Achieve better public relations results with our tips below.

Use these easy tips for writing press releases:

  • Download our press release template
  • Focus on economic trends and connections
  • View news from a consumer’s perspective not the business’s
  • Create different press releases for print media, broadcast (TV and radio) an online media outlets
  • Write for media not a board of directors as much as possible
    • Lead with strong language not a date or time – a real headline
    • Keep paragraph short to two or three sentences at most
    • Include self promotional language in the About Us section at the end of releases only
    • Write in active not passive voice
    • Include reliable sources for news release information
  • Analyze if you read the news whether you’d find it interesting as a consumer

Public Relations Steps to Writing a Release
Tell the media – why the news release – is important by writing a very strong lead. Rather than leading an event press release with the name of the event, the date and time, lead with a benefit-rich statement on how the event helps consumers.

As a Naples marketing agency, our team often walks the fine line between pleasing a client and writing material to capture the media’s attention.

Embrace control as a business owner or manager and learn what interests the audience.

Just because “boring” news is interesting to a business, doesn’t make it newsworthy to consumers or media outlets. It is easier to think of newsworthy as a measure on how beneficial or interesting a news item is.

Take advantage of free online services to distribute press releases to national and international media members such as Pitch Engine.

Make press releases newsworthy and boost publicity. Even if you hire a Public Relations Expert to write a release, the publicity delivers more than a thousand percent of that cost back to the business in advertising savings.

Be publicity smart. Write newsworthy content, and you will improve media relations, public relations as well as profits. Post your questions below!

About us: DREAMFly Marketing, a marketing company in Naples and Southwest Florida, creates branding strategy for clients across the United States. Our marketing company in Naples focuses on marketing strategy, advertising, public relations and social media online marketing, online marketing and promotional products.

About Camden Smith

Camden Smith has written 77 posts for Marketing Magnetics.

Camden Smith owns DREAMFly Marketing with 16 years in strategic marketing and television journalism. Her cutting-edge, aggressive marketing skills have earned her numerous awards. Smith lives in Naples, Florida with her daughter London.

  • Terri

    I have to be honest I’ve rejected press releases before because I didn’t like the sound of them – are you actually suggesting we should just be critical of our companies in releases?

    • Camden Smith

      Terri absolutely not. You don’t want to criticize your business because PR is ultimately about a sales pitch; however the media doesn’t start off a story with promotional language about a business rather they focus on a draw to their reader/viewer’s needs.

      So for example if you have a Christmas Fundraiser event on Dec. 22 and it benefits the American Red Cross to help families say from the recent Indianapolis gas explosion your release lead sentence might look like this:

      “Dozens of families have been left homeless following a gas explosion on Nov. 10 in Indianapolis, and Company A is asking the community to come together and help those in need.”

      Your second paragraph would leave with the date, time and what the event is and then the release would follow with quotes from the Red Cross as well as your organization.

      Hope this helps!

      - Camden Smith
      DREAMFly Marketing

      • Terri

        That makes sense – I guess I always get caught up in promoting our business at the top. I’ll focus more on having releases written in “consumer” media style. Thanks for the tips!

  • Monica Hernandez

    Sometimes press releases are tough to read even online to get to the real content – I hope business owners heed your advice!

  • Jen Crawford

    I still like leading with our company’s info but I think we can find a balance. tips you gave to Terri were helpful – thanks.

  • Jen Crawford

    Camden I’ve noticed fewer media outlets are accepting press releases with promo lingo in them anyway online, so I guess we better change our strategy. Getting news coverage is tough I think press releases have to always be coupled with personal media calls.

    • Camden Smith

      You are correct. Naples Daily News for example where we are located will not accept press releases with just generic promotions in them. The release has to be considered “newsworthy”.

  • Milton

    Love the press release template – thanks!

    • Sherry Rale

      Yea it really spells it out – glad you posted. I checked it out and using it for our next release maybe it’ll help.