Many clients and prospects tell me, “We don’t generate any news,” and they especially express doubts on creating it on a monthly basis, our suggested timing for distribution of press releases.
I’d like to expand on this topic to allay their fears. First of all, almost every organization undergoes an ongoing flows of employees and adaptations to meet market expectations. One of the most accepted types of releases is called the “new hire” release. You draft a press release about a new staff member and include prominent sections of his or her resume and new responsibilities.
This type of release is generally accepted by local business journals with a headshot of the employee for their “Movers & Shakers” column. Beyond generating press for your organization, this makes the new employee feel wanted and happy.
A change in focus for your organization can be handled in a similar manner. The thoughts of your senior staff can be included in the quotes and the headline of the release can be structured to express the latest “trends.”
Perhaps, the change in market emphasis and new employees coincide. Then, your company can create a new “department” and announce that in your press release to show your organization is on the move.
Does your business sell a product instead of a service? Is the product revised and improved on a regular basis? Well, the availability of the latest version presents news your customers need to know. The new capabilities may be summarized in a product press release.
On rare occasions, your clients may express a desire to put out more than one press release a month. These clients should be restrained. For one thing, you will generally create more press releases overall by following a once-a-month discipline. Moreover, their energies should be directed towards other forms of publicity as well including e-newsletters, blogs and bylined articles. More on these in future entries.