Do you have the latest and greatest product in your arena? One of the key ways to get news is to make news with your new product release. Oftentimes companies send out superfluous news releases with content that isn’t really news. But when it comes to a new product or new offering your company is ready to launch, that is news!
And you need to take advantage of the newsworthiness of the release. One of the first things you can do to more easily craft your release is to check out some of your competitor’s news releases. Don’t craft your release exactly like theirs, rather craft it at a different angle and highlight your product or service offerings in comparison to some of the competitors in the field out there. Rarely would you put the competitor’s name in the release, but you can work very hard to show how your product is better and more viable for your market arena.
You’d be surprised how many folks forget to put the word “new” in the release. Don’t be among them! If it’s new it has a better chance of turning from “new” to “news” so make certain you highlight what’s new about the product and what real impact it will have on the industry as a whole.
If you can throw in a friendly testimonial from a third party source such as an analyst firm or researcher to underline the need for your product in this space, then all the better.
Another thing to consider is to send out some targeted pre-release announcements to editors and writers who cover your business arena. Give them an early heads up, the scoop so to speak. Journalists love being able to write about something before anyone else does! Pick out a journalist who covers your business beat and send them the news early and say something in your email like, “Because we admire your coverage of this industry and know that you are highly respected, we wanted to send this news to you first in the hope you might be able to cover it.” But please remember, don’t badger a journalist after that, if they don’t choose to cover it.
Now go and make the news!