The Power of the Humble News Release

by Gloria

People are always coming up to us and saying, “I see you everywhere!”

What they mean is that they constantly see MMI clients all over the Web, at dozens of functions, in the newspapers and magazines, winning all the awards, serving on all the important boards and volunteering for all the major charities.

Achieving this kind of saturation for a client is a slow process that begins with the humble news release and progresses over time. We steadily send out news releases about our clients every time something newsworthy occurs.

What do journalists consider newsworthy? Here are some ideas:

• Your company has a new product or service

• You have won an award

• You have been elected to a board of directors

• Your company has won an award

• An employee in your company has won an award

• Your company has hired or promoted an employee

• Your company has just signed a new client

• Your company has relocated

• Your company has expanded its facilities

• Your company is sponsoring an event for a charity

• Your company has re-launched a new Web site

• Your company has significantly changed or improved a product

• Your company has expanded into a new market

• You are offering a seminar or giving a speech at a conference

• There is a new trend in your industry

Any of these ideas above are also good reasons to “pitch” your story to the media. After all, the reason to issue a news release in the first place is to get the media to call back and interview you.

These short newsy pieces typically result in one- to two-paragraph stories in publications, and keep your name in front of your target public. The goal is to establish your reputation as a source. The media wants to speak to an authority in the field. Your strategy is to become a trusted source and expert in your industry.

When a topic on which you have expertise is in the news, send out a news release or a pitch with a brief comment and state that you are available for interviews. Over time, the media will begin to associate your name with your profession, industry or field of expertise.

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