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How to Ride a News Trend Wave With Your Press Release

Running dry on press release topics? Look for inspiration in today’s headlines. You can get ideas for your press releases and get a boost in visibility simply by riding a current news trend.

Why This Works

At any given time, there are keywords or topics that are hot buttons for conversation. A few weeks ago, it was “Je Suis Charlie.”  In winter of 2014, it was “Olympics.”

These are the topics that people are searching for, sharing and talking about. If you can find a way to parallel your company’s news to one of these trends, you can ride that wave and attract more readers.

Let’s say you sell hand sanitizer, and recently released a new travel-sized version of your product that is being carried on a particular airline for its staff. With all the buzz around Ebola this year, you can use the topic to your advantage. Your headline could be:

New Travel Hand Sanitizer May Help Ward Off Ebola on International Flights

Right there, you’ve got the attention of people who follow the online conversation about Ebola.

Where Studies, Reports and Research Tie In

News Wave - PR

One great way to use what’s currently happening is to tie in a recently released report or study with your news. If the latest research shows the number of small businesses is on the rise, use that to announce your new small business loan program. If health research shows that rose hips are found to be beneficial for the skin, share the news about your skin care line that uses them.

Hard data and numbers can lend great validity to your news, and you don’t even have to spend the time or money to get the research yourself!

How to Surf These Trends

Set up Google Alerts to monitor keywords that relate to your industry, and stay abreast of news in your field.

If something catches your eye, consider how it could tie in with what you’ve got going on. Don’t force it, however. I

t may be difficult to make a linear connection between some news and your brand, so don’t make people scratch their heads when you fail to do so.

Want to pitch your story straight to reporters? Get our free “10 Do’s and Don’ts of Media Pitching” tip sheet now!

Images: Jean-Marc Astesana, Zarko Drincic (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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