March 2005

Marketing Your Press Release to the Media

by Carolyn Moncel

Where should I look to find story ideas for my press releases? It's a question that a local web designer asked me recently during a client meeting. My advice to him would apply to any small-business owner. Start by looking at yourself and your company because like everything else in life, the best ideas are often found right under your nose. The same can be said for story ideas for press releases.

After that meeting I couldn't stop thinking about all the media opportunities many small-business owners often miss. Most of the time, the problem occurs because business owners think that journalists are only interested in big, splashing events and press conferences. They waste so much time waiting for a "real reason" to surface before contacting the media that they end up receiving no coverage at all.

Keep in mind that what journalists really want is a good story to share with their listeners or readers. Most business owners fail to realize that they already have "real reasons" to write press releases.  Evidence of their companies' uniqueness and triumphs are waiting to be transformed into great stories. All they need to do is take time to reflect and jot down those ideas that could result in favorable media coverage for their businesses.

Consider these 10 reasons below:

• Starting a new business - the more unique and different the better
• Introducing a new service or product to the marketplace
• Launching a new website
• Winning a high profile client account or contract
• Meeting an unusual challenge or overcoming adversity - "Industry insiders said it couldn't be done but we did it!"
• Participating in a philanthropic event - Your business has been named to serve in a leadership position in a community, professional or charitable organization.
• Sponsoring a workshop, seminar or conference
• Announcing polling or product survey results conducted by your company
• Changing the company name, location, web address or product name
• Publicizing the changing of the guards in a family owned business - the son or daughter becomes the new company president after the father or mother retires.

Now that you have at least 10 reasons for writing a press release, don't just file them away and forget about them. Print out the list, and post it some place in your office so that you're constantly reminded to review them. 

Most importantly, put the listed ideas into action by incorporating them into your on-going marketing programs.  Make sure that when you distribute your release to the press that other influential “publics” are also included on your list.  These “publics” would include your customers, vendors and contractors, industry colleagues, chamber and association members, and even your family, friends and neighbors. 

The bottom line is this. It really isn't that difficult to find reasons to market your company to the media.  Just remember that almost any type of company news is a good excuse for writing a press release - as long as the release is well written, has news value and speaks to the intended audience. Give it a try. Once you do, your company could experience a tremendous marketing boost.

About the Author

Carolyn Davenport-Moncel is virtual assistant specializing in communications.  She is also president of Mondave Communications, a PR firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at 877.815.0167 in the United States or 011.331.4997.9059 in France.