Sometimes you need a little push to make waves when you don’t have news. The secret is that the news is whatever you make it as long as it’s timely, relevant, and exciting. Now, we’re not telling you to make stuff up to generate a press release, that can definitely have a negative effect on building relationships with the media. But news can be generated in a variety of ways. Make sure that what you say has an impact on your target audience

When we are trying to create a sense of urgency or news and there is none, we typically look at these four categories of announcements:

  1. Company Milestones 

    Milestones can range from your company birthday, funding announcements, executive appointments to customers served/items sold. The most important thing in a milestone announcement is to tie it back to the impact on the industry that you’re in. Why does this mean that your company is well-positioned as a leader in the industry or what you are doing is different than competitors?

  2. Customer Case Studies

    Customer case studies have always been a testament for good products and services. Make sure you highlight the impact that you made on the business and how it translates to your target audience’s pain points. While your press release will highlight your biggest achievements with one or more customers, the call to action may be downloading a more detailed case study.

  3. Trend Response

    Is there a current industry trend that you have an opinion on or expertise in? The more controversial response the more attention it gets. We call this rapid response pitching or trends pitching. Responding to news as a company or brand can work in your favor and build thought leadership. Determine who you will position as an expert and take it the extra mile.

  4. Conduct and Publish Survey Data

    Data is king, that has always been the case. News organizations love it when you can back up trends with data and in most cases, there is never enough data to be tiring. This can be directly to your benefit by highlighting your business’ value proposition very directly and creating questions that will generate the response you want. This is a little more time-intensive and expensive as you’ll really want to generate a survey that can generate valuable insights and results. You typically want to have at least 400 respondents to make the data interesting and credible.

Above all, always have a call to action. This is where you can tie in marketing materials like downloadables or demo’s. Never leave a press release, email, or newsletter without a proper call to action so that you have some kind of directive for your audience.