Press Release Examples: Putting Your Own Spin On Current Events

Posted on 12. Sep, 2011 by Tara Geissinger in Presss Release Examples

If you’ve ever submitted a press release to Online PR Media alerting the general population to a significant news event that was not yours to announce, you likely received a friendly note from our editors. We usually ask that you kindly edit your release and put your own ‘spin’ on it, showing how a news event affects your company, your business, your sales, or something else about YOUR company. This week, we’re featuring some releases that have done just that: they’ve turned a news event that was NOT theirs into a vehicle to promote their own announcement. Let’s take a look.

Press Release Writing Example #1

Gold Price Hit $1900 Per Oz. Today; APMEX Features Their Lowest Pricing on a 1 oz. Gold Coin

APMEX is a precious metals dealer. The price of gold, no matter how newsworthy, is not their news to announce. Had this release focused on the ups and downs of the value of gold, we would have asked them to amend their release to show how those prices have affected APMEX specifically. Instead, APMEX has this down to an art. They leverage a major news story to promote their special pricing, and add in that it’s for a limited time to create urgency. In addition, they’re utilizing all three of their keywords, as well as both Twitter and Facebook feeds. The iFrame at the bottom of the release lets interested parties click right to the site to take advantage of the special pricing. See how they made the release more about their exclusive pricing as opposed to just announcing that the price of gold went up?

Press Release Writing Example #2

Leading U.S. Tarp Supplier Loads Up On Tarps For Hurricane Irene

Hurricane Irene was BIG news, and very much anticipated in the eastern and southern United States. Knowing that their products can be directly related to a major weather event, Tarps Plus took this opportune time to use something people would be searching for and spin it into a relevant press release. The wording is more about tarps and how Tarps Plus has stocked up to help people batten down for the storm. It was also timed far enough ahead of the expected storm not only to allow time for orders generated by the release, but also to maximize SEO results as people begin doing Google searches for the hurricane.

Press Release Writing Example #3

Ennis & Ennis, P.A. Supports Petition to FDA to Revise Generic Drug Warning Label Regulations

Ennis & Ennis is a law firm that deals with mass tort and malpractice cases against pharmaceutical companies and medical device manufacturers. While they could have very easily tried to make a press release that tried to repeat the petition to the FDA, they spun this news by discussing how they are supporting it. The attributed quotes within the release express reactions to recent rulings, as well as opinion on the petition. This is acceptable, because the subjective material is within an attributed quote, while the rest of the PR is factual.

Press Release Writing Example #4

Car Insurance Rates Addresses Florida Personal Injury Protection

An online auto insurance company, Car Insurance Rates, has taken to publishing press releases that announce their take on industry changes. They smartly use quotes to advise their potential customers, but use the rest of the release body to explain the factual reasoning behind their opinions. The company generates credibility with the readers, as they approach the release by explaining how changes impact the costs to customers. This creates a subtle call-to-action that entices customers to see if Car Insurance Rates can save them even more money.

Your turn:

How can you use a major, current event to write a press release for YOUR business? What’s happening in your industry that you can announce a reaction to?

Thanks to Robert Couse-Baker for the awesome spin photo!

11 Responses to “Press Release Examples: Putting Your Own Spin On Current Events”

Amber

12. Sep, 2011

These are great examples! I’m always searching for news in a client’s industry to see if we can relate their business to current events. This can sometimes be the solution too when a company doesn’t think they personally have anything newsworthy going on. There’s always something in their industry, and chances are they either have an opinion about it, or it affects their business somehow.
Liyya

12. Sep, 2011

I love these examples – they are very helpful and great to reference! I think it’s so clever to take your OWN news and make it relatable to what’s happening in the REAL news. It’s not only a good way to talk yourself up, but to catch the readers attention with what’s really happening out there – a cohesive message is always best!
Katie

12. Sep, 2011

Excellent examples! I especially love the example from Tarps Plus. The company was smart to put a local spin on Hurricane Irene, but especially smart to time their release well before the storm.
Karen Brooks

12. Sep, 2011

Great information and examples on writing a press release. You gave me several creative ideas for wording and announcing major newsworthy events.
Karen Brooks recently posted..Natural Relief for Migraine Headaches
Jackie

13. Sep, 2011

“Timing is everything,” as they say. I particularly like APMEX’s release. Gold prices have been a major news story the past few weeks and they leveraged that news and made it their very own. VERY savvy!
Sarah

14. Sep, 2011

Great article! These companies are taking advantage of current news to be noticed, and it seems to be the ultimate marketing tool! Clever…
Megan

14. Sep, 2011

Love these examples! Like Amber, I often have clients that don’t feel like they have any news to announce. But after a quick search for industry headlines, we can usually find a timely topic to make our own.
Audrina

21. Sep, 2011

It’s very important to learn how to announce for press releases, but there’s something, a new contest, a new product. Learning how to engage with your audience is key.
Audrina recently posted..Diapers for a Year updated Wed Sep 21 2011 3:38 am CDT
Payday Loans

28. Sep, 2011

Good stuff! Thanks!
Denise

20. Oct, 2011

This is something I’ve not thought of doing. The examples make it look easy. Very useful.
Denise recently posted..Introducing Torchwood
Bianca

03. Jan, 2012

As a student, these examples are great! Thanks for sharing