Newsworthy? Yay, or nay? Why the mileage of your press release will vary
We’ve talked about the different types of content, and which platforms would best serve the need. From our experience, We have seen companies that have their announcements in successful press releases get to the right places and result in the surge of attention and traction for the business.
That being said, the mileage from a press release varies, and through the years we have seen the gamut. From releases that kickstarted a fruitful relationship with media and put the companies involved in good stead, to ones that should have worked but fell short and dropped off the radar into obscurity.
It is natural for businesses to feel excited about what they have to say and to think that their potential audience will feel the same way. Expecting that the announcement of a certain development in the business, or advancement in a product will automatically succeed can lead to disappointment, and even be detrimental for a business.
We are firm believers that you only get one chance to make an impression, and for first impressions, it is doubly important. Here is a quick checklist of what can make a press release newsworthy.
Getting funded
Seed rounds, or series funding for startups, for other businesses if there are investors with a significant cash injection ready to go. Disclosing the amount of funding, sharing the directions leading to the business getting funded, and what the funding will mean for future developments can give journalists and editors enough to start with.
Launch of a product/store
Flagship products or stores constitute worthy announcements. How the business reached that stage, and key information such as the period of time, money it took, expertise needed to make it happen are things that should be included. If it is not the first launch, the announcement can share previous milestones and accolades to make the push. Positioning the launch in context to previous achievements, or what it means for the industry will let people know why it would matter to them.
MOUs and partnership agreements
These announcements will be a good spike for the parties involved. For the newer company in the partnership, it signifies validation and a steady pace of growth. For the more established or bigger company, it shows foresight, a certain degree of diversification, and an eye to extend their reach. Getting the parties to agree on the narrative is important, and the company launching the press release will have more control over the narrative.
Expansion to new territories
It is a big step for businesses to expand into new territories, and the announcement should reflect that. Share if the territory involved is one of a few planned even if you have to keep other details under wraps, for a first expansion it helps to leverage on numbers from domestic success to establish the base to put context for the new plans the expansion offers. Different partners can be involved in the process and they need to be mentioned.
The big pivot
From Nokia’s storied history of pivots through the years, to Canon’s shift in focus from printers to digital cameras, we have seen how some pivots have given businesses a new lease of life. The shadow of COVID-19 forcing businesses to fast track their digital presence and capabilities, comeback stories, and a good pivot can make for a successful release, and that sliver of hope goes a long way in these times. It is a good balance between sentiments and statistics that can drive this narrative home.
The human-interest story/CSR play
Sometimes there’s a development and direction that lends itself to the human-interest story. This angle can work well with CSR efforts, and it helps if it is relatable to what’s going on at the moment. Plenty of initiatives meant to help others tide through COVID-19 have been positioned as such and worked wonders for the CSR efforts of businesses. Though seen as a form of soft media, this angle has to be approached with sensitivity and sincerity for it to work or it will backfire.
The next time you plan to make an announcement, keep these points in mind and be aware of your target audience to make sure that your efforts result in proper coverage and not noise.
Knowing the kinds of updates, and information, and how the right delivery method will make the written deliverables of your PR and marketing campaign much more effective. If you’ve any questions about making your next announcement pop or would want to find out more, please do hit us up or start a discussion in the comments below.