Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge…

Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge…

Posted on 01. Nov, 2010 by in Press Release Writing Tips

My friend Robyn used to say… “It’s hard to see a picture when you’re in it.” I find that to be so true when it comes to writing a press release! So many people that I talk to say, “but we’re not doing anything newsworthy…” or “we’re just not that interesting…” — I would love to challenge that!

One wonderful client of ours said last week that the most interesting thing going on in at their office was that “a colleague had cooked bacon in the microwave that morning and that it had smelled really good.” Katie knew that our client was suffering from the syndrome of not being able to see the big picture because they were too close to their business — and perhaps also being a bit modest. After a bit of digging, Katie found four absolutely valid and interesting news angles just begging to be boasted about, including a new ‘green’ initiative and some great limited-time web specials!

Could you be overlooking opportunities to reach out your clients, the media, and to gain backlinks and online visibility? We’re even guilty of it within our own business. There have been several milestones that have come and gone without a press release. But that’s because it’s often hard to see a picture when you’re in it — unless you know what to look for.

12 Questions to Ask Yourself To Uncover Press Release Ideas

  1. Have you published anything new lately — such as an informative how-to guide, video, slideshow, article, or feature blog post?
  2. Has your business added any new services or packaged services in a new way to provide even greater value for your clients?
  3. If you sell products, have you added any new products to your inventory or have any existing products been updated?
  4. Are you scheduled to participate in or host any upcoming events — including trade shows, webinars, Twitter chats, or conferences?
  5. Have any company members been featured or quoted in a blog, webinar, conference, newspaper, or magazine?
  6. Have you added any enhancements to your website to better serve your customers or that are revolutionary in your industry — such as adding live chat to your website or enhancing the way customers search for products on your site?
  7. Has your company or have any of your company principals participated in any volunteer opportunities in your industry or in the local community?
  8. Are you running or about to run a blog contest, Facebook contest, or any other type of contest?
  9. Are you offering a special limited time deal or sale?
  10. Has your company or have any company principals recently earned an awards or received kudos from an influential source?
  11. Have you created any new strategic partnerships that will allow you to better serve the needs of your customers or lead your industry forward?
  12. Have you made any key hires that will result in better serving your customers or revolutionizing your industry?

My Challenge to You….

If you have a legitimate business, I challenge you not to find something newsworthy! If you really believe that you have nothing at all newsworthy happening within your company — I accept the challenge of finding something. You can either reply in the comments or email directly — I will put my pride where my mouth is and find something newsworthy that your company can pridefully announce! :D

Tags: ,

52 Responses to “Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge…”

  1. Megan L.

    01. Nov, 2010

    Great post! :) I totally agree that sometimes it is hard for clients to recognize their every day achievements are often VERY newsworthy. Once a client told me ‘But we’re ranked 1st every year — it’s not really news.’ Being ranked multiple years in a row as first in the industry is HUGE news! LOL

  2. John F.

    01. Nov, 2010

    This is a great list! I’ve already printed it and clipped it on my board. I was scratching my head thinking we had nothing newsworthy but after ready this post I realize we can do a press release on a fund raising event that we are planning as well as announce the hiring of a new employee. We were just taking these events as part of our normal business routine. Now I realize we can capitalize on these events and help our business at the same time. Thanks for a great list!

  3. Katie Dixon

    01. Nov, 2010

    What a great list! I think a lot of businesses think that their news has to be earth-shattering and that something as normal as a weekly sale shouldn’t be announced. That’s so not the case! Anything that a customer would find useful is a great topic for a PR!

  4. Christine

    02. Nov, 2010

    @ Megan – that is a PERFECT example! Being “great” has become commonplace to them — and now they don’t see their some of their accomplishments as newsworthy! Thanks for sharing that :D

    @ John – Yes! You can announce the fundraising event before the event to drum up interest and press — and then after the event to announce the results and all of the wonderful things you’ll be able to set into motion as a result of the fundraising event.

    @ Katie – so true! PRs are found and read by the target audience now — so any news that would be of interest to the target audience is news! The announcement of a new ergonomically correct knitting needle may not make it into the New York Times, but might be really big news to the knitting enthusiast googling about her hobby who comes across the release. Thanks!

  5. Sam

    02. Nov, 2010

    What a great detailed list. My clients struggle all the time with ideas for Press Releases, they seem to think newsworthy means “CNN Breaking News” – but we all know that’s not the case. Now I have this nifty list that I can share with my clients when brainstorming PR topics. THANKS!

  6. Cortney Farmer

    02. Nov, 2010

    Great list! Sometimes it’s so hard for businesses to step outside themselves and identify all the newsworthy events/occurrences going on in their company. This list offers them a way to do some quick internal pulse checks – thanks!

  7. Anne

    02. Nov, 2010

    My little French tutoring company doesn’t have anything newsworthy to write a press release about but I hear that press releases can help your website get found online easier is that really true?

  8. Christine

    03. Nov, 2010

    Hi Anne — Thank you for the challenge! Wow – I just love your site and immediately found several newsworthy things that you could write a press release about!

    You’ve posted a new French Test on your website – that’s worthy of a press release!

    According to Google, the word “French language test” is searched for 1,300 times per month — related keywords to that phrase include terms like “learn French language” and “French proficiency test” — in other words, it appears as if people searching for that term could very well be your target audience who would be searching for a French language test. A title that covered several keywords might be:

    (Title) New French language test measures French Language Proficiency

    (Summary) Learn French language instructor Anne Cottez announces a new French language test designed to measure French language proficiency for high school students taking entering college.

    By optimizing your press release title for these keywords, there’s a darn good chance that your press release will show up in the search engines results for these important keywords.

    Another idea is to publish a press release each time you start a new class. On your Facebook page, you mentioned that you had a new class starting in August 23rd — when is your next? That would be a fantastic press release!

    (Title) French Language Course Begins November xxx: Learn Conversation French With Unique Proven Techniques

    Those are just a few ideas that I was able to find from looking at your website and your Facebook page. I wouldn’t be surprised if you had even more newsworthy things happening behind the scenes :D

    Thanks again Anne for posing the challenge. I enjoyed getting to know your business and learning about the exciting things you’re doing!

  9. Amber K

    05. Nov, 2010

    Already saved this post for future use! These are such great questions to help clients get the creative juices flowing. It is very true that you lose sight of the big picture when you’re mired in the day-to-day details of running a business.

  10. Anne Cottez

    08. Nov, 2010

    Thank you so much Christine for taking the time to analyze my website and my services.
    It gave me the opportunity to think of what I really would like others to know, what I’d like to communicate to the outside world and how I could have my site found more easily by potential students.
    I have a lot more to offer than I even thought I had and need to optimize it by a press release at some point That would be wonderful and probably a great way to build some backlinks for my site and have it rank better with some key words within the press release~ Also, maybe a chance to have my article picked up by a local newspaper…
    Will be in touch, thanks again for your input.

  11. Christine

    10. Nov, 2010

    My pleasure Anne! It was really fun reviewing your site — you’ve got a lot of great things happening in your business!

  12. Michelle Harris

    28. Nov, 2010

    I have launched new parenting forums for my very small mommy website..but here is my problem — I read that PRs should be at least 250 words. What else should I write about to fill the page??? Thank you for all your great tips!

  13. Christine

    28. Nov, 2010

    Hi Michelle – great question! After announcing that the forum has been launched, it’s time to talk about the exciting details of the forum. Some things you could talk about are:

    The various section of the forum and/or popular topics
    Who the forum is designed for
    How the design of the forum
    How people can read, register, and participate
    How the forum can help the target audience (this might be a quote)

    And at the end, it’s standard practice to add an “about the company” paragraph that talks about your company as a whole.

    Here’s a post that you may find really helpful that offers a template for announcing a new product or service:
    http://onlineprnews.com/blog/2010/11/press-release-template-introducing-a-new-product-or-service/

    Thanks for the great question Michelle – feel free to ask if you have any more!

  14. lawyer

    22. Dec, 2010

    what a great list, absolutely fab for helping to point you in the right direction – especially if you are as lost as me!!
    lawyer recently posted..Asbestos Abatement Continues At Great Pace

  15. Lane McKinnon

    24. Jan, 2011

    Great article and great ideas. I am going to book mark this for future reference. Christine do you freelance write for people.

  16. Christine

    26. Jan, 2011

    So glad the article was useful for you Lane! I still like to look over this checklist when brainstorming ideas for ourselves or for our clients. We do write press releases – yes! Here’s some more details: http://www.onlineprnews.com/copywriting-service

  17. chris

    04. Apr, 2011

    I’ve used a few of the free press release services and am going to try a few paid and see how it goes. The tips are great and have given me some good ideas.

    Chris’ last blog…grant for school

  18. Live Chat

    12. Jul, 2011

    What traditional companies without a lot of web experience don’t realize is that press releases online are not the same as press releases in print. They don’t realize that when you’re doing online PR you want to think of every possible reason you can to submit a press release. In print, it’s quite the opposite so they’re just not used to it so it’s something they need a little help and a nudge here and there to understand.
    Live Chat recently posted..7 Ways To Generate Sales Leads Online

  19. John Malcoverley

    01. Aug, 2011

    It doesnt matter what medium the press release is for, the basics remain the same. Who, what where and when, all in the first paragraph!
    John Malcoverley recently posted..CQC officially registers Uk-Med in the UK

  20. Shmirshky

    16. Aug, 2011

    hi Christine! Actually, I think that it’s only hard to look at the picture if there’s no good picture to look at to begin with. If companies can’t see anything newsworthy about them, then maybe it’s a sign that they should start doing something significant which they can turn into news. I guess that’s what your list is all about. Companies should regularly do something new to never run out of good news.:)

    Shmirshky is a comprehensive resource about menopause

  21. sophie

    16. Aug, 2011

    great list of questions.. it makes me think about it and reflect more about it… thank you so much for making me realize things about it.. this will surely help me to improve a lot!
    sophie recently posted..TOP DATING SITES

  22. Андрей

    17. Aug, 2011

    Special thanks to the 12 Questions!
    Андрей recently posted..Экскурсии по городу

  23. Belle

    22. Aug, 2011

    Wow. Thank you for the list. If I follow and answered the questions listed…I could definitely uncover my press release skills.
    Belle recently posted..play new mario game

  24. melody

    25. Aug, 2011

    What a great article and ideas, it’s fabulous for helping to give you point in right direction..
    melody recently posted..How to Save Money on Young Persons Car Insurance

  25. copy

    21. Sep, 2011

    I have a lot more to offer than I even thought I had and need to optimize it by a press release at some point That would be wonderful and probably a great way to build some back links for my site and have it rank better with some key words.. | :P
    copy recently posted..New Mario Game

  26. Esme

    08. Oct, 2011

    Until now I haven’t bothered with press releases, simply because I couldn’t find anything in my day to day life that might sound even remotely appealing to others. But your list has put another spin on the topic of press releases and I’m dismayed to find I could have written a handful or more over the last few months.

    Time to get the thinking cap on and the pen at the ready I think.

  27. Tara

    12. Oct, 2011

    That’s awesome Esme! Even news that you could have written a few weeks ago could still be relevant (depending on what it is!) Be sure to post back with links to your published PRs. We’d love to see them!

  28. Jantine jOan

    16. Oct, 2011

    Thank you for the challenge! Wow – I just love your site and immediately found several newsworthy things that you could write a press release about!…
    Jantine jOan recently posted..watch free movies without downloading

  29. Tara

    17. Oct, 2011

    That’s great Jantine! I love hearing that you have several news announcement ideas ready to go. :) Let us know if you have any questions while writing. We’re happy to help!

  30. Fara

    17. Oct, 2011

    This is a great list, absolutely fabulous for helping to point you in the right direction.
    Fara recently posted..Athletes Foot Symptoms – How To Deal With Them?

  31. Kisha

    18. Oct, 2011

    Thanks for this list, I hope this will do.
    Kisha recently posted..dog training

  32. Tara

    18. Oct, 2011

    Glad you liked it Kisha. Let us know if you have any questions! :)

  33. helen123

    23. Oct, 2011

    thanks for sharing the Angle Ideas this could improve me a lot…
    helen123 recently posted..best dating sites

  34. Betty

    24. Oct, 2011

    wow! what a challenge! those are a great list of questions too, you’re brilliant!
    Betty recently posted..What is ChexSystems?

  35. Marvie

    26. Oct, 2011

    Great info! I think many people don’t realize that when you’re doing online PR you want to think of every possible reason you can to submit a press release.
    Marvie recently posted..angry birds game

  36. veronica

    29. Oct, 2011

    I even thought I had and need to optimize it by a press release at some point That would be wonderful and probably a great way to build some back links for my site and have it rank better with some key words.
    veronica recently posted..Dog Training Collars

  37. hunterX0506

    03. Nov, 2011

    I haven’t bothered with press releases, simply because I couldn’t find anything in my day to day life that might sound even remotely appealing to others. | :P
    hunterX0506 recently posted..car games

  38. Name (required)

    09. Nov, 2011

    I guess that’s what your list is all about. Companies should regularly do something new to never run out of good news. :)
    Name (required) recently posted..angry birds game

  39. Pamie

    18. Nov, 2011

    That would be wonderful and probably a great way to build some back links for my site and have it rank better with some key words.
    Pamie recently posted..movers in Bethesda

  40. brianna jane

    21. Nov, 2011

    A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products.
    brianna jane recently posted..asian dating

  41. tris

    05. Dec, 2011

    really great thing that I have found this site…i really do not know how to write press release…..I find it so hard..although I know for a fact t hat I have to learn this

  42. crystal

    29. Dec, 2011

    People watching and your environment can be great ways for getting ideas. The best way is to jot down details, descriptions and short paragraphs and save them for later. When you start writing, you will be surprised at how helpful these little bits on ‘real – world’ information can be. Sitting in a coffee shop and jotting down descriptions of the people (really focus on details, but be careful not to stare), mannerisms, accents, the environment, the smells, snippets of conversation etc etc. These are really useful when writing and help to spark some ideas too.
    crystal recently posted..PPI

  43. Tara Geissinger

    31. Dec, 2011

    What a great idea Crystal! I’ll admit, I am often sitting in a coffee shop — I’ll have to try this next time and see where it takes me! :)

  44. Brad Borst

    02. Jan, 2012

    If you need some free tips on SEO optimization of your press release, please take a look at the article I wrote here: http://bradborst.com/blog/2011/12/18/how-to-optimize-a-press-release/

  45. Christine OKelly

    02. Jan, 2012

    ^ This is great Brad! ^

  46. Denton

    23. Mar, 2012

    “Newsworthy.” I think part of the problem is that too many people get stuck-in-a-rut by trying to be to profound.

    Look at Apple and how simple their commercials and blogs are.

    I bet anybody you challenges your challenge, ” I will put my pride where my mouth is and find something newsworthy that your company can pridefully announce! ”

    You win.
    Denton recently posted..10 Hottest (RECESSION PROOF) Careers

  47. Margaret@Lifecell Reviews

    13. Apr, 2012

    Thank you for the inspiration! “Newsworthiness” has had me completely stuck! I have quite a few IM sites and have long been wanting to use press releases for promotion, but been stuck for ideas. I have one multi-product site in particular that reviews ASOTV (as seen on tv) products, and I like your suggestion that I can float press releases about new products I add to the site! Although as a review site that topic alone may be a bit thin, but when combined with one or two of your other suggestions, I’m sure to get across the line. Thanks again! :)

  48. Michelle

    25. Apr, 2012

    I’m done printing your list of questions… thought I might try it to uncover whatever press release newsworthy I have been hiding for me to post in my blog for the next issue….. :-)
    Michelle recently posted..software help desk

Trackbacks/Pingbacks

  1. Tweets that mention Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge… | Online PR Media -- Topsy.com - November 3, 2010

    [...] This post was mentioned on Twitter by Marsha Friedman, Online PR Media. Online PR Media said: Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge…http://ow.ly/335Ue [...]
  2. SEO Press Release Writing Checklist | Online PR Media - November 15, 2010

    [...] I just love the art of the press release and could talk about them all day — and I do! If I’m not talking about them, I’m writing about them, or coaching people on writing them, or writing them myself. With so much info out there about press releases, I’m sure it would be hard to know where exactly to begin to learn the art of SEO press release writing. But if there were just 5 posts that I could share with someone who was getting started in press release writing, this would be one of them (and this would be another). [...]
  3. Announcing News From Within Your Company (Press Release) Vs. Reporting on News (Article) | Online PR Media - November 23, 2010

    [...] are probably lots of things you could write a press release about. Once you’ve decided on a topic and written a draft, ask yourself the following questions [...]
  4. How to Optimize a Press Release | Brad Borst - December 18, 2011

    [...] Every company has something newsworthy to announce.  If you need news topic ideas, check out Ideas for Writing a Press Release: 12 News Angle Ideas & A Challenge… by Christine [...]

Leave a Reply

CommentLuv badge