How to write an enticing press release without ‘news’

The proper mindset and a little resourcefulness are essential for getting coverage when you think you have no news to report.

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At the heart of the press release is a newsworthy announcement, and sometimes finding something new and exciting to talk about can be the hardest part of writing a release. Can’t think of anything newsworthy going on at your company? Think again.

Cover all the bases

What counts as a newsworthy announcement in the first place? New products or services are great topics, even if it’s an upgrade of an existing product. Other typical announcements include new hires, new office locations, website redesigns, features in magazines or articles, attending or exhibiting at trade shows, and recent awards won. Anything—no matter how big or small the announcement—is fair game, as long as it’s new and current. The key is to pitch that to publications that run such announcements.

Talk to co-workers

If there’s nothing new to announce regarding your company, turn to your staff. A press release that focuses on a specific employee can help customers and clients meet the people behind the brand. Did the CEO speak at a conference recently? Is the social media specialist participating in her first marathon? Celebrate your employees’ accomplishments, and take the opportunity to discuss what that person does at the company and how his or her work helps your services and clients.

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