You probably already know that one great way to get press is to tie your company to current events. Piggybacking on other news stories can make it easier for you to get quoted, get your name out there, create some buzz around your company, and establish yourself and your brand as an expert in the industry.
Why Tying Into Current Events is a Good Idea with Your Press Release
Tying your press release into current events is important for several reasons:
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Relevance:
Connecting your news to current events makes it more timely and relevant to your audience, increasing the likelihood that they’ll find it interesting and newsworthy.
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Increased media coverage:
Journalists are more likely to pick up stories that relate to trending topics or ongoing issues, as these are already on the public’s radar.
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Context:
Current events provide context for your news, helping readers understand its significance and how it fits into the bigger picture.
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Engagement:
People are more likely to engage with content that relates to issues they’re already thinking about or discussing.
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SEO benefits:
Linking your press release to popular current topics can improve its search engine visibility.
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Demonstrates awareness:
It shows that your organization is aware of and responsive to what’s happening in the world, which can enhance your credibility.
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Opportunity for thought leadership:
Connecting your news to current events allows you to offer unique insights or solutions to ongoing challenges.
Don’t Make this Current Events Tie-in Mistake
But make no mistake—there’s a right way and a wrong way to go about tying your brand to news events. Many people approach it the wrong way—from a pure advertising and marketing point of view. Let me explain by giving you a fake scenario:
An airplane crashes due to faulty air traffic control equipment that led to lack of communication and ultimately the crash. A company who manufactures this new, cutting-edge air traffic control equipment thinks this is an opportunity to get their name out there. So, what do they do? They send out press releases, make advertisements, etc. that basically scream “Hey, we make great air traffic control equipment that could have prevented this disaster from taking place!”
What’s wrong with this approach?
It’s just an advertisement, and reporters aren’t interested in that. This isn’t how you tie your brand to news events. The way to tie your brand to news events is to provide commentary on the events. Position yourself as the expert and thought leader on the topic.
Providing Your Commentary on Current Events
So, in the example above, instead of the company coming out and saying, “Hey, we make great air traffic control equipment that could have prevented this disaster from taking place!” they could have provided general, unbiased analysis of the situation. That’s what would get them quoted in stories, interviewed on TV, etc.
So, how can you provide commentary on current events so that you can become the go-to source for your niche?
- Write a blog post—You do have a blog, right? Use it! Write a post breaking down the news event at hand. Talk about its grander implications, or provide eye-opening insights that no one else is offering. Again, the goal isn’t to pitch your products and services. The goal is to make yourself the expert in your field so that any time a news story relevant to your niche comes out, people turn to you to hear what you have to say.
- Tweet about it—Twitter (and Facebook) is the easiest, fastest way to provide commentary on a news event. News stories have a shorter shelf life than ever before, so you have to jump on them immediately if you want your commentary to matter. Tweet out your insights, and reply to others who are Tweeting about the topic, too (especially if it’s a reporter).
- Contact reporters—Reporters are always looking for expert sources to provide analysis on news events. You want to be that source for your niche. But you shouldn’t sit back and wait for reporters to come to you. You need to go to them with your commentary. If you have relationships with certain reporters, get in touch with them to speak when a story breaks. Pay attention to HARO to find reporters who are looking for sources for their stories.
- Send out a press release—Finally, you can send out press releases with your commentary on the news event. Make sure you include some really insightful, powerful quotes as these are especially important in commentary press releases.
Specific Strategies and Examples to Tie Your Press Release Into Current Events
Here are specific strategies to effectively tie your press release into current events:
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Monitor trending topics:
- Use tools like Google Trends, Twitter trending topics, or news aggregators
- Set up alerts for keywords relevant to your industry
- Example: A fitness app company notices a surge in searches for “home workouts” during a pandemic. They quickly develop and release a new feature for bodyweight exercises, tying it to the current health crisis and stay-at-home orders.
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Create a content calendar:
- Plan releases around predictable events (e.g., holidays, industry conferences)
- Leave flexibility for unexpected news or trends
- Example: A toy company plans press releases for new educational toys to coincide with back-to-school season, and holiday-themed toys for the Christmas shopping period.
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Newsjacking:
- Quickly respond to breaking news with a relevant angle from your organization
- Ensure your contribution adds value to the conversation
- Example: When a major social media platform experiences an outage, a cybersecurity firm quickly releases a statement about the importance of having robust backup systems and offers tips for businesses to protect themselves.
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Localize national or global stories:
- Connect broader issues to your local community or industry
- Provide a unique perspective on how larger trends affect your specific audience
- Example: During a national debate on minimum wage, a local restaurant chain announces its decision to raise wages, framing it within the context of the broader discussion.
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Use data and research:
- Conduct surveys or studies related to current issues
- Present your findings as they relate to ongoing trends
- Example: An HR software company conducts a survey on remote work preferences post-pandemic, releasing the results to coincide with ongoing debates about return-to-office policies.
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Offer expert commentary:
- Position your leadership as thought leaders on current topics
- Provide quotes or analysis that journalists can use in their reporting
- Example: During a major cybersecurity breach, a tech company’s CTO provides analysis on the implications for the industry and offers advice for consumers, positioning the company as a thought leader.
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Create themed content:
- Develop press releases around awareness months or days relevant to your industry
- Tie your news to seasonal trends or annual events
- Example: A sustainable fashion brand releases a new eco-friendly line during Earth Month, tying it to global conversations about climate change.
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Leverage social media:
- Use popular hashtags related to current events in your social media promotion
- Engage in relevant online conversations to amplify your message
- Example: A food delivery app uses the hashtag #StayHomeEatLocal during a pandemic to promote its service supporting local restaurants.
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Partner with timely causes:
- Align with charities or initiatives addressing current issues
- Announce partnerships or support in conjunction with related news events
- Example: A bottled water company partners with a disaster relief organization during hurricane season, announcing their commitment to provide clean water to affected areas.
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Anticipate future trends:
- Look ahead to upcoming events or predicted developments in your industry
- Position your news as preparation for or response to these future trends
- Example: An electric vehicle manufacturer announces a new battery technology, framing it as a solution to future energy storage needs in light of climate change discussions.
In today’s fast-paced media landscape, tying your press releases to current events is not just beneficial—it’s essential. By employing these strategies, organizations can significantly increase the relevance, reach, and impact of their communications.
Whether it’s through newsjacking, offering expert insights, or aligning with timely causes, connecting your news to the wider context of current affairs can transform a standard announcement into a compelling story.
Remember, the key is to add value to ongoing conversations while showcasing your organization’s expertise and relevance.
As you craft your next press release, consider how you can leverage these techniques to make your message resonate with journalists, stakeholders, and your target audience in an increasingly crowded information space.
By doing so, you’ll not only improve your chances of media coverage but also position your organization as an engaged, insightful player in your industry and the broader world.
What are some other ways to tie your brand to current news events? Share your tips by commenting below.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Grab three ebooks, including My Facebook Formula, a free report on Facebook and why you should be using the largest social network for your business, here: https://www.ereleases.com/free-offer/big-press-release-samples-book/