Did Ponce de Leon really discover a fountain of youth in Florida or did he merely have a great public relations man?
We will probably never know the true answer to this question just as so many questions still remain unanswered about many historic people and happenings because word of mouth has the tremendous power of creating legends of its own.
The Goodness Company has mounted campaigns for relatively obscure firms...resulting in impressive growth and augmented lead generation thanks in great part to educating the public about their specialized products or services. Through the placement of articles in local, national and international publications, in conjunction with an advertising campaign, these firms have achieved the recognition and place
within the industry that would have taken many years to achieve without a public relations promotion.
We’re frequently asked: “When should I issue a news release?” The time to do this is when you have something topical and newsworthy to say. All releases need a strong ‘hook’ – in other words, an angle that will appeal to editors and give your story a good chance of gaining coverage. So, what would be considered newsworthy?
For starters, perhaps your company is launching a new product or service? Or, you’re launching a new company from scratch? You should issue a release highlighting the benefits and applications of your particular product / service / market entrant.
If whatever you’re launching is technically innovative or it’s being marketed in an unusual or high profile way, you could have the basis of a release. In this case, make sure you don’t fill your release with unnecessary jargon or marketing-speak that could alienate editors and journalists.
Forthcoming events can provide ideal material for announcements. Are you holding any open house days, speakers’ panels, rallies or debates? Charity events or donations from your organization to good causes are worth highlighting, as are initiatives that benefit the wider community. If celebrities or public figures are involved, your newsworthiness will increase. The level of interest will relate to the stature of your company and the nature of your event. If a famous chocolate factory held an open day with lots of freebies, it would be of national press interest.
Have you appointed any new members of senior staff? Won a large contract or client? Become involved in a sponsorship deal? Are you expanding or opening a new outlet? Have you received an industry award? If so, the trade press might be interested.
When you’re seeking newsworthy stories, don't forget one of your best assets – your personnel. Have any employees been recognized for outstanding achievements? Do they have unusual hobbies? Have they received any unusual requests or orders from customers that your company has fulfilled? The local press might opt for a quirky human-interest story.
Remember to monitor current affairs for events into which you can hook. Can you associate your company with upcoming holidays, public projects, or fads? Statements that could be perceived as controversial, such as stating your organization’s stance on a public issue, might gain coverage. Have you conducted research that gives you statistics you could release?
Finally, if you’re targeting different press sectors with the same story, write multiple releases rather than issuing one ‘catch all’ release. An announcement focusing on the metallurgy used to create your new range of stainless steel pans would be of interest to the trade press. However, it would not be considered overly thrilling by the national broadsheets and women’s magazines.
Public Relations can be a critical link for your company to connect with your target audience(s)...augmenting and complementing your advertising message. When the time comes to incorporate public relations into your marketing mix, you can rely on The Goodness Company for the experience and savvy to get the job done!
