Press Releases Are For More Than Just Launches

It seems like the only time a lot of companies think about writing and distributing a press release is when they have a new product or service they’re launching. It makes sense. You’re about to release a new product, and you want everyone to know about it. You want to build some buzz around it so consumers will be excited about pre-ordering and buying your product when it comes out (Apple iPad, anyone?).

ideasBut the simple truth is press releases are for more than just launches. And if you only write a press release whenever you launch a new product or service, you don’t stand much chance of building a successful press release distribution campaign. I’ve said it a million times by now, but I’ll say it again: There idea of releasing a single, magic bullet press release and expecting success almost never works out; instead, you need to have a commitment to a series of well-written, newsworthy press releases. And that means more than just writing about your product launch.

There are all sorts of subjects that make for a good press release. Here’s a list of press release topic ideas I posted on here last year.

  1. New product or service
  2. New website or significant upgrade to existing website
  3. Involvement with charity work
  4. Making a charitable contribution
  5. Free shipping offer or change to shipping rates
  6. Releasing findings of new study or research
  7. Helpful tips related to your business
  8. News of the weird (e.g. Coffee shop offers excusive $200 gourmet drink)
  9. Commentary on or tie-ins to current events
  10. Interesting trends
  11. Starting a new sister company
  12. Receiving an award
  13. Being singled out for an accomplishment
  14. Offering free information: ebook, newsletter or white paper
  15. Celebrating an important company anniversary (e.g. 50 years in business)
  16. Opening a new office or relocating your office
  17. Changing the company name
  18. Changing a product name
  19. Signing a large, well-recognized client (make sure you have their permission to publish this)
  20. Announcing a media appearance
  21. Inspirational stories of overcoming major challenges
  22. Hosting a seminar or teleseminar
  23. Sponsoring an event or team
  24. Partnering with another business or organization
  25. Hiring a new executive or changing ownership of the company
  26. Announcing personnel change: retirement, resignation or death
  27. Changing the way your products are made
  28. Changing the prices of your products or services (particularly if you’re reducing prices)
  29. Developing a new technology or unique procedure for your industry
  30. Rebranding your business
  31. Reorganizing your company
  32. Hosting a major contest, sweepstakes or promotion
  33. Making an outrageous claim (be careful not too sound to gimmicky or salesy)
  34. Revealing industry scams
  35. Announcing holiday-related sales and events
  36. Making predictions for your industry
  37. Provide expert opinion on important subject within your industry (think sound bites when creating quotes in your announcement)
  38. Publishing findings of a recent report, survey or poll
  39. Filing of a lawsuit
  40. Responding to being name in a lawsuit
  41. New uses for your products
  42. Receiving endorsements from a major celebrity or public figure (make sure you have their permission to publish this)
  43. Offering internship program with local schools
  44. Establishing a scholarship
  45. Hosting a tour of your facilities
  46. New certifications and credentials achieved by your staff
  47. Providing pro bono work
  48. Responding to accusations against your company or industry
  49. Setting a major goal
  50. Launching a referral rewards / affiliate program
  51. Speaking at a conference or event
  52. Providing free consultations or a free sample
  53. Taking major steps to go “green”
  54. Debunking common myths
  55. Taking your company public
  56. Discontinuing a product or service
  57. Filing or Being Awarded a Patent
  58. Merger or acquisition
  59. Celebrating an important milestone (e.g. one millionth customer)
  60. Exhibiting at a trade show
  61. Stock offering
  62. Financial or earnings update
  63. Securing business funding or credit (e.g. VC or angel investment)
  64. Tips sheet or feature story (e.g. Top 10 Valentine Gifts, Effective Tips to Land a Job in 30 Days, Turn That Brown Lawn into a Suburban Oasis)

The point is this: If you only send out a press release whenever you launch a new product, you don’t stand a good chance of being successful. Commit yourself to publishing press releases on a regular basis by gleaning from all these topic ideas. This leaky faucet approach gives you the best chance of getting the media coverage you want.

What are some other topics that make for a good press release? Share your tips by leaving a comment.

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