The press release is a powerful tool. In fact, 68% of journalists say the press release is one of the most useful types of content a PR professional can deliver, according to the 2024 State of the Media Report. Writing an effective press release can be the key to building earning media coverage for your brand and increasing your brand equity. But first, you need a news angle.
So how do you keep your content calendar full of compelling, attention-grabbing content in an overly saturated media landscape and 24/7 news cycle?
It is likely that your organization is full of great stories waiting to be told. A press release must reveal something new or “newsworthy” to capture the attention of both the media and your audience. A newsworthy piece of content is timely, relevant, and impactful – it should overall reveal something that will hold value for – or have an impact on – the intended audience.
Not sure where to start? Take a look at these 40 ideas—the possibilities that exist within your own organization may surprise you—then keep reading for tips to ensure your hard work doesn't go unnoticed:
- Opening a new business
- Relocating or opening a new office
- Announcing company expansion
- Launching a new product
- Announcing a product update or new product feature
- Rebranding or updating your company name
- Announcing contest or competition
- Announcing contest results
- Celebrating a company milestone or anniversary
- Launching a new website
- Supporting a non-profit or cause
- Volunteering
- Receiving a donation
- Participating in a national or local event
- Launching a new campaign
- Results from a survey or study
- Changing a product name
- Receiving an award
- Announcing financial earnings results or forecasts
- Announcing a conference call
- Sharing monthly sales reports
- Releasing a thought leadership piece from an industry expert
- Publishing tips or educational information
- Announcing an acquisition or merger
- Hosting a webinar
- Re-purposing a blog post
- Promoting an upcoming event
- Announcing an accomplishment
- Receiving a certification
- Introducing a new hire
- Announcing a retirement
- Announcing an internal promotion
- Announcing a new partnership or collaboration
- Restructuring your business
- Announcing something tied to a major holiday
- Announcing something tied to a local or national story or event
- Announcing a new service
- Issuing a letter to shareholders
- Announcing a new investor
- Offering a free training or resource
Remember, a press release is not an ad and should not focus on low prices (50% Off! Buy Now!) or use direct appeal to consumers (“you” language). A press release should always lead with a news angle and appeal to the interest of both media and key audiences. Almost anything can be turned into a news story; you just have to find that hook.
Where to Send Your Press Release: 7 Ways to Make Your News Known
Now that you have a reason to write a press release, it’s time to share it with the world. But where do you begin? Check out these channels and tactics for effectively distributing a press release and making sure it gets seen by the audiences that matter.
#1 - Use a newswire service.
One of the fastest, easiest, and most commonly used methods for distributing press releases is by using a reputable newswire service. A service like PRNewswire, for instance, will enable you to quickly send your press release to a wide array of news outlets and online platforms.
#2 - Share it on social media.
97% of journalists are active on social media platforms, making social media an obvious distribution channel for your press release. It’s also free and easy! Don’t stop at posting just on your brand’s channels, either; encourage your employees – from the CEO to individual contributors – to share on their social media channels. Consider investing in a tool like Sociuu, which enables employees to share key (PR-approved) messages quickly and easily.
#3 - Put it on your company press page.
One in three journalists find a company’s press page to be useful for finding content that sparks ideas. If you don’t already have one, create a dedicated “press release” or “in the news” section to your company’s website, where you can make it easy for journalists and other stakeholders to find key news and announcements.
#4 - Optimize it for search engines.
When creating your press release, keep search engine optimization (SEO) best practices in mind. That means including relevant keywords in the headline, subheadings and body copy. Adding multimedia elements in your press release and formatting it for readability (think short paragraphs and bulleted lists). Employing SEO tactics will make it more likely that your news will appear in organic searches online and in front of more eyeballs.
#5 - Repurpose it for other channels
The beauty of a press release is that it can easily be repurposed and converted into other content – from blog posts and social media updates to sponsored content or ads. Don’t let your press release be a “one and done” event – get as much mileage out of it as you can.
#6 - Pitch it to curated group of journalists.
Putting your press release on a newswire is a good first step to getting your news in front of journalists, but dedicated outreach to journalists and influencers who might be interested in your news will reap the biggest rewards. Start by building a curated media list of journalists who would be interested in covering your story, and then formulate a compelling pitch to grab their attention and pique their interest in covering the information in the press release.
#7 - Share it with industry influencers.
Look for the industry influencers who might also be interested in sharing your news, especially if it has the potential to impact their followers. These days, the term “influencer” can mean a lot of things, so think outside the box and consider reaching out to podcasters, bloggers, or thought leaders – as well as your own employees or even satisfied customers – to see if they would consider sharing your news.
Pro tip: If you need help identifying and engaging journalists and influencers who would be willing to share your press release with the world, consider using a media database.
A quality media database like CisionOne, for instance, will not only help you find a host of media contacts to help amplify your story, it will also have up-to-date contact information, so you can get in touch easily, as well as key intel on everything from outreach preferences to recent social media activities.
To learn how CisionOne can help you identify the right audiences to amplify your news, schedule a demo today.
