12 Ways to Make Your Business More Newsworthy

Posted on 09. Dec, 2010 by Christine OKelly+ in Business Publicity

Every week in my Toastmasters meeting, each person stands up and speaks for 30 seconds about an accomplishment. The fact that I know I could be faced with saying… “uhhh…. I didn’t really do anything important,” really lights a fire under my butt to make sure that I’m actively making at least one notable accomplishment each week. The same goes for making your company more newsworthy.

I’ve often said that the simple act of setting monthly publishing goals forces businesses to be more keenly aware of ways to make their business more newsworthy. When you know you MUST write a press release every week/2 weeks/month announcing something new or noteworthy — and if you put some type of check and balance in place to hold yourself accountable — you’re subconscious will start working behind the scenes. You’ll start realizing business development ideas that will move your business forward in order to avoid that disappointing “uhhh… I didn’t really do anything important,” realization when it comes time to write your scheduled press release.

Here are 12 things that any business owner or small business can do to make themselves or their company more newsworthy:

Create a Guide, Whitepaper, Book, or eBook

Book announcements can be big news and can really help to establish your position as a thought leader in your industry. If you’re already writing blog posts or articles, take your efforts a step further to create a short, yet information-packed guide, whitepaper, book, or ebook. With current digital technology and print on demand solutions, it is easier today than ever before to publish.

Example press release: Announcing a new book

Example press release: New book announcement

Example press release: Announcing new online informational guide

Example press release announcing a new ebook

Host a Community Event or Activity

Whether a fun gathering to bring the community together or a gathering to educate the public, putting together a real-life event that involves the community as a whole can be really big news. These types of things take planning, but can be well worth the effort.

Press release example: Fun community activity

Press release example: Upcoming community event

Conduct a Research Survey and Publish the Results

Conducting and publishing research survey results is not only newsworthy, it helps you to position yourself as a leader in your industry — plus, the content itself is highly link-worthy. Conducting a research survey is easy with the right online tools. Using survey tools like Survey Monkey, you can poll your existing customer base, mailing list, or blog subscribers. If you don’t have a list, you can set parameters for respondents and tap into an existing consumer panel using tools like Ask Your Target Market.

Press release example: Announcing research results

Press release example: Announcing results of a survey

Host a Contest

Right now, I’m writing this blog post from a hotel that Tara (my business partner) won as part of a contest. She answered a question posted on a blog and won a 3 day deluxe conference pass to Sandi Krakowski‘s “Total Online Blueprint” event, 3 nights in the Hilton and airfair (thank you Sandi!) People talk about contests! There are as many business contest ideas as there are companies that create them. Giveaways don’t have to be extravagant — just relevant to your target market.

Press release example: Announcing a new contest

Press release example: Announcing a photo contest

Participate in or Sponsor a Charitable Community Event

Announcing news about your company’s participation in a charitable event is a great way to build good sentiment around your business name. Whether you’re announcing that your employees participated in building a home for Habitat for Humanity or that you are sponsoring a Toys for Tots drive, good news can go a long way in building strong ties within your community.

Multimedia Press release example: Announcing participation in a charitable program

Press release example: Announcing efforts contributed toward a charitable cause

Press release example: Announcing participation in a charitable program

Creatively “Repackage” Existing Products and Services

Repackage some of your existing products or services in a creative way and “launch” it as a solution related to an upcoming holiday or event. During college final exam time, a pizza company could create a special with 2 large pizzas, 2 caffeine-packed sodas, and a sugar filled deserts and call it the “finals adrenaline pack.” Repacking the same services you already offer in creative ways with a great story behind it can be really catchy news.

Press release example: Announcing a creatively packaged new product for the season

Press release example: Creatively repackaging/reframing services to solve a current problem

Have a Limited Time Sale or Promotion

If you were alive and conscious last month, then you remember the massive buzz surrounding the Black Friday sales. Limited time sales are definitely newsworthy. The thing to note when writing a press release about a sale or promotion is to make sure that you are in fact announcing something with an end date. Announcing that you offer hosting for $5 per month is an ad. Announcing that you will be offering hosting for $5 per month to all new customers who buy in December, is a press release.

Press release example: Announcing a Limited Time Sale or Promotion

Press release example: Announcing a limited time promotion

Website Feature Update

For most businesses, their website is an essential asset. Why not make it a point to make one improvement or develop one new feature per month or per quarter? Creating web apps or web features that give users a more enjoyable experience is what can set you apart from the competitors in your niche.

Press release example: New website feature (additional languages)

Press release example: New website feature (blog)

Speak at a Local Meeting or Event

Look for Meetup groups in your area that could benefit from having you as a guest speaker. Call the Chamber of Commerce and ask about speaking opportunities. Look for events that are already taking place that your expertise would enhance. You can publish a news release before the meeting or event announcing that you will be speaking and you can publish one after the fact announcing that you did.

Press release example: Announcing a speaking engagement

Host a Class or Training Event

Whether in person or online via webinar, a class or training event is a great way to make more people aware of your business and your expertise. In his book “Engage” Brian Solis lists a variety of Social Calendar tools that you can use to promote your class or business including Facebook Events, Upcoming.org, Meetup, Twtvite, and Eventful.

Press release example: Announcing an informational webinar

Press release announcing upcoming training classes

Publish an Article In a Magazine or a Newspaper

Magazine and newspaper editors are constantly looking for fresh content from subject matter experts. The process of getting a magazine or newspaper article published starts with a query letter where you “pitch” the editor on the story and show why you’re qualified to write it. Once they accept, you write the article and start building your portfolio of published articles.

Press release example: Published article

Press release example: Publication of an article in a magazine or journal

Launch a New Product or Service

For a business to remain cutting edge, it needs to constantly grow and change. Setting goals to launch new products and service offerings on a regular basis can be a great business practice and keep your name in the news.

Press release example: Announcing a new service (tour package)

Press release example: New product announcement

Your Turn!

Did this list spark any ideas for you? Do you have any other ideas to add to the list? What kinds of things are you doing this month that are moving your business ahead? We love your thoughts, ideas, and feedback!