business – 30 Press Release Ideas

4 min read

Opinions expressed by Entrepreneur contributors are their own.

It’s a well-known fact that a company’s visibility will
increase with powerful publicity. After all, publicity aims to
bring the [1] of your company to the world. The basic weapons
you’ll need to do this include a press kit, a company
background piece, press releases, story ideas and articles or
columns about your [2]. The most important of all, though, is
the [3].

If you’re wondering what exactly should be covered in a
press release, think along the lines of “newsy” and
interesting topics. Examples include: your online presence;
important information and tools regarding a change in management or
the business components you offer; special information that can be
obtained online; any proprietary product or methodology that you
offer through your consulting services; the announcement of
articles, events and appearances; relevant worksheets, tips and
techniques; and so on.

A publicity campaign that uses press releases should begin with
a master plan. The more newsworthy you make your company, the more
coverage you’ll get. And coverage is important because it earns
the kind of credibility that advertising just can’t buy. When
writing a press release, your goals should be uniqueness,
timeliness and top-of-the-mind awareness. Once you achieve
publicity and visibility, both your company profile and your client
and prospect levels will rise. One successful story about your
company resulting in free publicity is advertising worth hundreds
and thousands of dollars.

There is definitely a knack to writing a “newsworthy”
press release, even though the ultimate goals are usually awareness
and promotion. Editors don’t like promotion, though, so
crafting a press release to appeal to an editor is key. If you
provide reporters with news that appeals to their readers,
you’ll gain instant credibility and be on your way to forming a
valuable promotional relationship. This can be very powerful from a
[4] point of view.

There’s no guarantee that any press release will ever be
published, but by taking a consistent, professional and newsworthy
approach with the reputable editors of respected publications, the
probability is good that you’ll get some coverage. Press
releases are also great vehicles for communicating with clients and
prospects. Putting them on your Web site is a very effective means
of promoting to your captive markets. It also further substantiates
your marketing efforts, as well as your credibility.

If you’re not sure about what you should cover in a press
release, consider these ideas to see if any apply to your

1. Starting a new business

2. Introducing a new product

3. Celebrating an anniversary

4. Announcing a restructuring of the company

5. Offering an article series for publishing

6. Opening up branch or satellite offices

7. Receiving an award

8. Receiving an appointment

9. Participating in a philanthropic event

10. Introducing a unique strategy/approach

11. Announcing a partnership

12. Changing the company or product name

13. Earning recognition of the company, product or executives by
a publication

14. Announcing that you’re available to speak on particular
subjects of interest

15. Issuing a statement of position regarding a local, regional
or national issue

16. Announcing a public appearance on television, radio or in

17. Launching a website

18. Announcing free information available

19. Announcing that you’ve reached a major milestone

20. Obtaining a new, significant customer

21. Expanding or renovating the business

22. Establishing a unique vendor agreement

23. Meeting some kind of unusual challenge or rising above

24. Restructuring your business or its business model

25. Setting up a customer advisory group

26. Announcing the results of research or surveys you have

27. Announcing that an individual in your business has been
named to serve in a leadership position in a community,
professional or charitable organization

28. Sponsoring a workshop or seminar

29. Making public statements on future business trends or

30. Forming a new strategic partnership or alliance

Of course, these are just a few ideas to get you started. Just
remember this: If a press release is well-written, almost any event
can be turned into news.

Alfred J. Lautenslager is an award-winning marketing and PR
consultant, direct-mail promotion specialist, principle of
marketing consulting firm Marketing Now, and president and owner of
The Ink Well, a commercial printing and mailing company in Wheaton,
[5]. Visit his Web sites at[6] and[7], or e-mail him at[8].

The opinions expressed in this column are those of the author,
not of All answers are intended to be general in
nature, without regard to specific geographical areas or
circumstances, and should only be relied upon after consulting an
appropriate expert, such as an attorney or accountant.


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