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Monday
May072012

What is News?

To many, writing a news release is the cornerstone of services provided to them by their PR firm. When a news release is written, there is a perception that media will come flocking to us to do a story … well, that isn’t necessarily the case. A news release requires thought and strategy to develop it and it certainly requires a pro when it comes to pitching the news release and story ideas to a reporter.

Just because your company exists doesn’t mean it’s time to write a news release. And, when a news release is written, it doesn’t mean that every media outlet on the planet is going to cover our story. Here are some examples:

Alliance with another organization
Potential coverage: Trade media in your industry, local business media

Awards
Potential coverage: Trade media in your industry, local business media

Company birthday
Potential coverage: Unless it is a major milestone birthday (say, 150th anniversary), don’t hold your breath for too much coverage

Donations, grants, etc. you are giving/receiving
Potential coverage: Trade media in your industry, local business media. Note: the larger the dollar amount, the more newsy the story becomes.

New product, services, employees, clients
Potential coverage: Trade media in your industry, local media. Depending on the availability of your new product or service, national media coverage is definitely an option. Also, if an employee or client has a well-known name, it is very possible to go outside of trade media and into national consumer media for coverage.

Special events
Potential coverage: Local media, potentially national media depending on the type of event. Again, the larger the dollar amount, attendance, impact, etc., the more newsy the story becomes.

Obviously there are many, many more story opportunities than this, but the list is meant to give you a perspective on the thought and strategy that goes behind not only writing the news release but also who is pitched. Every news release creates different media opportunities and it’s our job to guide you in that process.

 

Jenna Oltersdorf owns an award-winning public relations and design firm headquartered in Austin, Texas that specializes in media relations, internal relations, social media, and design.

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