Press Release Writing: Making Sure Your Press Releases Are Newsworthy

Writing by Brick Marketing on Thursday, 12 of June , 2008 at 5:16 pm

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When you’re looking at press release writing as a chance to build relationships with both members of the traditional media as well as those who are a part of the online media, it is absolutely essential that you focus on events that are newsworthy:

(source)I’ve seen many articles and posts online that advise that you send out a press release for every little thing that might possibly be news for your business. This might be effective if you are only trying to improve your presence online through search engine optimization, but if you’re looking for media coverage this strategy will not work.

I’m assuming the premise behind this advice is that you never know when it’s going to be a slow news day and you just might get picked up. The reality is that following this advice is counterproductive and may be detrimental to your public relations efforts.

Press release writing is a great way to gain publicity, however, the above writer did have it absolutely right: if you’re writing and sending out press releases you’re going to find that if you send out too many that are not really newsworthy, editors, bloggers and others who could run with your story aren’t even going to see that it’s out there. Simply put, when you send out too many press releases that are not newsworthy, when those editors, writers and others see your company name or your name attached to a press release, they aren’t going to bother to look at it - even if the release that you write is extremely newsworthy.

When you focus your press release writing on newsworthy topics - when you make sure that you are focused on keeping your press releases meaningful - you will be able to know that members of the media are going to recognize that you’ve got something to say (even if they don’t run with every story). By keeping your press release writing focused, you’ll be sure that you are in a better position to reach your PR goals.

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