I have been working with more start-ups and smaller businesses who have been trying to harness inbound marketing using press releases as well as other strategies. News releases still carry a lot of weight with search engines for SEO, and they can be useful for blog fodder and to feed social media channels. However, not every press release is newsworthy, although they really should be.
In the drive to promote search engine visibility, companies, or more specifically the marketing executives within those companies, have forgotten the first rule of press release writing; ask yourself, “Is it news?”
Recently I have been receiving more requests for non-news news releases, such as having a “cool” product or adding a new social video to your website. While these types of events may have great import to your company, you have to ask yourself if anyone outside the organization will find the news of interest. If not, it ain’t news.
Inbound marketing is driven by good content, which means good storytelling. There are any number of formats you can use to tell a good story: a case study, blog post, opinion piece, “how to” article, etc. And while all press releases should tell a good story, not all stories make worthy press releases. Here are just some of the criteria that journalists use to determine news value:
1. Timeliness – It it’s now, it’s news. Events that are interesting and happening now are newsworthy. When you release a new product, for example, it’s newsworthy the day you release the product, not two months later.
2. Something new – A new approach, a new standard, a new product, a new hire, a new headquarters; these are all newsworthy because they are new.
2. Conflict – Industry conflict or the fact you or your company takes a stand that is the polar opposite of an industry leader could be newsworthy.
3. David vs. Goliath – I hear a lot of clients say they want a David and Goliath story, where they want to take on the big guys and do something they can’t. In the minds of the media, the David vs. Goliath story usually takes the form of fighting for the underdog. Reporters often see themselves as protectors of the truth, and the voice of the disenfranchised, so David needs to be wronged by Goliath to make the story newsworthy. If you are looking for a B2B David-and-Goliath story, then you need to prove that you did something significant that the big competitors could not.
4. Statistics – Reporters love statistics, particularly if they highlight a trend or shed light on a hot industry topic. If you have statistics that demonstrate market or thought leadership, or make a case for your market strategy, a news release is a good way to get the word out.
5. Milestones – For public companies, industry milestones such as mergers, earnings, etc., need to be disclosed to the market, and press releases are a good way to do that. For private companies, sharing insight about new customers, earnings, and business operations make you look like a public company, and often get published.
6. Something that impacts your world – If the news has an impact on your customers or industry, then it is press release-worthy. For example, a new industry standard, or a company acquisition, or even a webinar with insights about what the future might hold will be of interest to someone out there, and so it’s worth disclosing.
There are a number of other events that reporters love to cover, but most of them involve scandals, disasters, and bad news that you wouldn’t want to package in a news announcement (although you should be prepared with a crisis communications plan).
Remember that people don’t share sales pitches, but they do share stories. Make sure your news release has a story worth hearing and worth sharing.