Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
 
ViralBlog Logo
Close this box

Sign-up to get the content you like


Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

Could not connect to Twitter. Refresh the page or try again later.

 

By signing-up you agree upon our terms and conditions

 
25/02/2013 by
5979 views

How To Choose A Topic For A Press Release?

A press release is a tried and tested tool for garnering publicity and the dawn of digital has made them more accessible for companies at the smaller end of the scale. However, this trend has only added to the sheer number of releases inundating the inboxes of journalists on a daily basis.

How To Choose A Topic For A Press Release?

So given the stiff competition, how can you pick a topic that will enhance your chances of getting your press release seen by the right people?

Pitfalls

A press release is often a collaborative effort by necessity, but this can often have the adverse effect of leading to a by-the-numbers approach to its creation.

If you don’t have the in-house expertise to create a release, it might be a good idea to outsource the task.

However, even if you don’t have the budget for this – try to ensure the team working on your release is as concise as possible.

Apple is arguably a great example of the triumphs that are possible when companies abandon a design-by-committee approach and let a single individual take charge.

This doesn’t mean you shouldn’t engage in some quality control over the piece and approve it before it goes out, but all too often, the quality of releases is harmed when they try to say too much or be overly promotional.

Of course you’ll want to shout about your company, product and service(s) but you should avoid doing this at the cost of newsworthiness.

Make sure you include the newsworthy elements as high up the piece as possible – there’ll be plenty of room to plug your businesses in the lower paragraphs and ‘notes for editors’ section.

To avoid bland corporate-speak; one good exercise is to find an original press release and compare it to the press coverage. Take a look at what elements are retained and which are jettisoned.

How To Choose A Topic For A Press Release?

Hot Topic

The topic you decide to write a release about will be largely – but not entirely – dictated by your product, service and sector. Before you get started, you’ll want to sit down and hash out a plan of attack.

At this stage, it’s a good idea to pick the audience and publication you’ll be targeting and then basing your ideas for a topic around these factors.

Deciding what you want to cover is probably the hardest decision in the process, but don’t get overwhelmed by the sheer amount of choice facing you.

Instead of staring at a blank page, starts composing your thoughts – even if these are ideas you know will be discarded.

“I have not failed. I’ve just found 10,000 ways that won’t work.” – Thomas Edison

The difference between news and newsworthy

Broadly speaking, you’re likely to be covering one of three areas in your press release.

Company Growth: Milestones like employing X amount of people, opening a new office, charity or community work.
Promotions: Sales, internet or social media-driven initiatives, competitions and the like.
Research and thought leadership: White papers, infographics, case studies and surveys.

All of these areas can be newsworthy if handled right, but can also be indescribably dull if approached in the wrong way.

What might be big news within your company is unlikely to impress the average man on the street.

However, there’s always an exception to the rule.

For instance, new hires and growth could appeal to local publications (providing the staff is taken on from the local area or the businesses is benefitting the local economy).

Similarly, sales and competitions run in interesting ways can be newsworthy, while simply offering X per cent off in January is unlikely to tickle the fancy of many.

If you’re aiming for niche publications, you’ve got a bit of leeway when it comes to picking a research or thought leadership topic, but if you’re targeting the big time – you’ll want to produce something that’s interesting and relevant in spheres beyond your specific sector.

There’s no way to guarantee you’ll get your press release in front of the right pair of eyeballs, but by following the above tips and above all, keeping the interest factor firmly at the front of your mind – you’ll be able to craft a release that stands out from the crowd.

What About You?
How do you handle your press releases? Do you use an online newsroom? I’d love to read your ideas in the comments below.

Follow & Share
More about breaking with the status quo? Browse our category Trends & Innovations, follow ViralBlog on Twitter, grab our RSS Feed, join our Facebook movement or subscribe to our weekly e-mail newsletter.

About the Author
This article was brought to you by Gerald Heneghan on behalf of PR Fire a leading online public relations and marketing service that aims to help companies connect with both consumers and the media.

 

Follow Category?

Follow Author?

Gerald Heneghan
7 more

Follow Tags?

buzzFollowUnfollowcontent marketingFollowUnfollowearned mediaFollowUnfollowmarketingFollowUnfollowmediaFollowUnfollownewsFollowUnfollowonline newsroomFollowUnfollowprFollowUnfollowpressFollowUnfollowpress releaseFollowUnfollowwomFollowUnfollow
 

Comments (92)

  • Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • Bonus veren siteler 22/09/2023, 02:46

    I really love to read such an excellent article. Helpful article. Hello Administ . Shellerim.org

     
  • cami halısı istanbul 02/10/2023, 05:29

    Thank you for content. Area rugs and online home decor store. Hello Administ . Website: cami halısı istanbul

     
  • obesity treatment in Turkey 02/10/2023, 06:31

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me. Website: http://www.santenette.com/

     
  • cami halısı 04/10/2023, 03:49

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across. Website: Cami Halısı

     
  • saricahali.com.tr 04/10/2023, 14:15

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across. Website: cami halısı istanbul

     
  • mosque carpet 15/10/2023, 04:20

    Nice article inspiring thanks. Hello Administ .

     
  • hacklink satın al 02/11/2023, 09:00

    Thank you great post. Hello Administ . Website: hacklink

     
  • venüsbet giriş 02/11/2023, 18:28

    Nice article inspiring thanks. Hello Administ . Website: venusbet

     
  • Akrilik Cami Halısı 10/11/2023, 11:00

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • yün cami halısı 10/11/2023, 11:45

    Great post thank you. Hello Administ .

     
  • Göbekli Cami Halısı 11/11/2023, 06:07

    Thank you for great content. Hello Administ.

     
  • Deneme Bonusu 11/11/2023, 09:14

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me. Website: Deneme Bonusu

     
  • Casibom Güncel Giriş 19/11/2023, 08:47

    Thank you great posting about essential oil. Hello Administ .

     
  • Casibom Giriş 19/11/2023, 14:39

    Thank you for great article. Hello Administ .

     
  • Casibom yeni Giriş 19/11/2023, 15:48

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • Casibom Giriş 19/11/2023, 21:56

    Thank you for great information. Hello Administ .

     
  • Cami Halıları 06/12/2023, 23:14

    Thank you for content. Area rugs and online home decor store. Hello Administ . Website Giriş için Tiklatın : https://www.melekhali.com.tr/

     
  • casibom 07/12/2023, 01:22

    Nice article inspiring thanks. Hello Administ .

     
  • Cami Halıları 07/12/2023, 09:55

    Thank you for great content. Hello Administ.

     
  • Cami Halıları 07/12/2023, 12:56

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • Thank you great post. Hello Administ .

     
  • After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • casibom 10/12/2023, 04:22

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • Nice article inspiring thanks. Hello Administ .

     
  • Cami Halıları 10/12/2023, 08:22

    Thank you for great article. Hello Administ .Website : https://www.saricahali.com.tr/

     
  • Cami Halıları 10/12/2023, 13:22

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • Thank you for great content. Hello Administ.

     
  • sollet 11/12/2023, 10:19

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • hdxvipizle 11/12/2023, 13:19

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • levant casino 12/12/2023, 16:35

    Nice article inspiring thanks. Hello Administ . casinolevant casinolevant

     
  • sollet extension 15/12/2023, 09:19

    Thank you great posting about essential oil. Hello Administ . sollet sollet

     
  • deneme bonusu forum 15/12/2023, 23:55

    Thank you for great article. Hello Administ . bahis forum bahis forum

     
  • Betandyou 18/12/2023, 01:34

    I really love to read such an excellent article. Helpful article. Hello Administ . Website : https://www.saricahali.com.tr/

     
  • Bahis Forum 18/12/2023, 08:34

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • cami halısı 19/12/2023, 15:14

    Thank you for great content. Hello Administ. Website : cami halısı

     
  • Onwin 20/12/2023, 03:28

    Great post thank you. Hello Administ . Onwin , Onwin Giriş onwin

     
  • Onwin 20/12/2023, 04:14

    Thank you great post. Hello Administ . Onwin , Onwin Giriş onwin

     
  • Thank you great posting about essential oil. Hello Administ .

     
  • Thank you for great article. Hello Administ .

     
  • cami halısı 21/12/2023, 17:34

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me. Website : cami halısı

     
  • casibom 22/12/2023, 02:50

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • Hacklink panel 22/12/2023, 03:38

    Great post thank you. Hello Administ .

     
  • Seo Hizmeti 22/12/2023, 09:42

    Everything is very open and very clear explanation of issues. was truly information.

     
  • casibom 22/12/2023, 15:09

    Great post thank you. Hello Administ .

     
  • casibom 24/12/2023, 01:07

    Great post thank you. Hello Administ . Casibom Website Giriş : Casibom

     
  • onwin 24/12/2023, 12:00

    Good info. Lucky me I reach on your website by accident, I bookmarked it. Onwin Giriş Website: onwin

     
  • Onwin 24/12/2023, 15:38

    I really love to read such an excellent article. Helpful article. Hello Administ . Onwin Giriş Website: onwin

     
  • Casibom 25/12/2023, 19:46

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • cami halısı 25/12/2023, 22:05

    Good info. Lucky me I reach on your website by accident, I bookmarked it. Website : cami halısı

     
  • Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • vds sunucu 09/01/2024, 09:57

    Thank you for great article. Hello Administ .

     
  • Sarıca Cami Halısı 11/01/2024, 20:03

    Thank you for great article. Hello Administ . Website : cami halısı

     
  • casibom 14/01/2024, 15:01

    Everything is very open and very clear explanation of issues. was truly information.

     
  • hacklink 17/01/2024, 04:09

    Thank you for great information. Hello Administ .

     
  • onwin 22/01/2024, 01:12

    Everything is very open and very clear explanation of issues. was truly information.Onwin Giriş için Tıklayın onwin

     
  • Tipobet 22/01/2024, 21:58

    Good info. Lucky me I reach on your website by accident, I bookmarked it. Website Giriş için Tıklayın: tipobet

     
  • Starzbet 23/01/2024, 09:31

    Thank you for great content. Hello Administ. Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 23/01/2024, 10:46

    Thank you great posting about essential oil. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Starzbet 23/01/2024, 10:50

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader. Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 23/01/2024, 19:06

    Thank you for great content. Hello Administ. Website Giriş için Tıklayın: tipobet

     
  • Starzbet 24/01/2024, 08:04

    Thank you great posting about essential oil. Hello Administ . Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 24/01/2024, 23:52

    Thank you for great article. Hello Administ .Website Giriş için Tıklayın: tipobet

     
  • onwin 27/01/2024, 03:18

    Thank you great posting about essential oil. Hello Administ . Onwin Giriş için Tıklayın onwin

     
  • Starzbet 27/01/2024, 03:39

    Nice article inspiring thanks. Hello Administ . Website Giriş için Tıklayın. Starzbet

     
  • onwin 27/01/2024, 04:02

    Nice article inspiring thanks. Hello Administ . Onwin Giriş için Tıklayın onwin

     
  • Starzbet 27/01/2024, 21:40

    Thank you for great article. Hello Administ .Website Giriş için Tıklayın. Starzbet

     
  • Starzbet 28/01/2024, 08:51

    Everything is very open and very clear explanation of issues. was truly information. Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 29/01/2024, 11:52

    Thank you for great information. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Everything is very open and very clear explanation of issues. was truly information.

     
  • I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • sollet 16/02/2024, 20:53

    Everything is very open and very clear explanation of issues. was truly information. sollet sollet

     
  • Thank you for great information. Hello Administ .

     
  • asyabahis 19/02/2024, 06:06

    Great post thank you. Hello Administ . asyabahis asyabahis

     
  • bonus veren siteler 21/02/2024, 03:54

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • jojobet güncel giriş 23/02/2024, 23:55

    Thank you for great information. Hello Administ . jojobet jojobet

     
  • matbet güncel giriş 24/02/2024, 00:05

    I really love to read such an excellent article. Helpful article. Hello Administ . matbet matbet

     
  • Sahabet Giriş 26/02/2024, 12:44

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • Thank you great post. Hello Administ .

     
  • Sahabet Güncel Giriş 26/02/2024, 13:00

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • bycasino güncel giriş 26/02/2024, 20:48

    Thank you great post. Hello Administ .

     
  • bycasino 26/02/2024, 20:51

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • bycasino 26/02/2024, 20:54

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • bycasino deneme bonusu 26/02/2024, 21:11

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • bycasino giriş 26/02/2024, 21:38

    Thank you for great content. Hello Administ.

     
  • Tipobet 02/03/2024, 02:20

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • bahiscom 03/03/2024, 12:35

    Great post thank you. Hello Administ . bahiscom bahiscom

     
  • Casibom 09/03/2024, 05:45

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • Casibom 13/03/2024, 19:31

    Thank you for great article. Hello Administ .

     
  • jojobet giriş 14/03/2024, 16:35

    Thank you for content. Area rugs and online home decor store. Hello Administ . Website Giriş için Tıklayın: jojobet