News distribution options
There are many ways to distribute key information, and a press release is not always the most effective method for sharing events, product news and corporate announcements. By examining the content within a proposed press release, it is possible to decide if the information will make an impact and attract media attention or if it might be better suited for another tactic. There are other effective ways to share this valuable content with your audiences.
The more newsworthy the content, the more likely it belongs in a press release.
Here are a few tips on what makes content newsworthy.
Can you answer more than two of these?
Is it timely?
Is it relevant?
Can it be simplified?
Is the news unexpected?
Is this continuous?
Is it predictable?
Does it Involve very important people?
Is your story important, impactful, or consequential?
Here are a few tips on what makes content newsworthy.
Can you answer more than two of these?
Is it timely?
Is it relevant?
Is the news unexpected?
Can it be simplified?
Is this continuous?
Is it predictable?
Is your story important, impactful, or consequential?
Does it Involve very important people?
Say yes to more than one? You’ve got a press release!
While the suggested content might not be newsworthy enough for a press release, there are many places where it can be shared to reach the appropriate audience or stakeholder.
Targeted Media Pitching
Targeted media pitching by an agency or internal PR team ensures that key reporters and their specific audience receives news stories that are most relevant.
Targeted pitches are conversational and outline the details of a news story and briefly state why it’s interesting to the reporter’s audience.
Finding “angles,” or perspectives, for pitches maximize a reporter’s interest. Examples of pitch angles would be:
Newsjacking
Connecting your brand’s pitch to a timely news event for a stronger angle.
Trending topics
Hook your pitch into a popular topic.
Milestone events
Anniversaries, events and awards, or evergreen holidays like Christmas or Black Friday are easy hooks.
Executive Social Media Post
Executive social media also represent the views of the company, but should reflect the background, experiences, and views of the executive as well. This is a platform for a more personal social media presence still reflective of the company. If possible, executive social media pages should be staffed. Examples would be:
Staff updates
Company-wide updates
Subject matter perspectives Participation in timely moments
Company contributions to the community
Industry relevant content
Company goals
Professional tips and skills
Thought Leadership Piece
Thought leadership pieces include op-eds, or opinion pieces, often written by a subject-matter expert, a person with a unique perspective on an issue, or a regular columnist employed by the outlet.
An op-ed is not a news story that simply describes a situation; it is the author’s opinion on a given subject. Offer specific recommendations – the best opinion pieces have a clear, persuasive and well- argued call to action.
A staggering number of op-eds are submitted to various top tier news outlets around the United States, and the majority are rejected. Those selected consist of unexpected, persuasive, and interesting opinions, typically from an author well versed in the topic.
Impact Stories
Impact stories use a real narrative, featuring actual people and events, to make an emotional connection between the audience and the work done by the company. They are most successful for news that has an emotional tie to the community, features “human-interest,” demonstrates the scale of certain achievements, and is concise. Data heavy news articles wouldn’t shine in an impact story.
Article for Internal Publication
Internal newsletters and publications should feature news that is relevant primarily to the employee and executive base. Some examples of this would be:
Job openings and promotions Anniversaries and milestones
Articles on separate departments or groups
Employee profiles and team spotlights
Recent news articles featuring the company
Business changes
Events
Departmental updates
Recent company contract wins Training opportunities
Competitor news and customer stories
Corporate Social Media Post
Corporate social media posts represent the views of the company. News featured on these platforms should be relevant to the audience, easily understandable to the public, enforce the company’s views, and strengthen corporate messaging. Examples would be:
Company updates and events
Contracts and business wins
Market data
Featured articles
Infographics, photos or videos Industry news
Previews of new products Evergreen content
Sponsored Content
Sponsored content is promotional media that’s paid for by an advertiser, but shared by another brand, influencer, or publisher. It contains useful and relevant information and is a persuasive way to tell a targeted audience more about what the company offers.
Sponsored content organically blends into its source for a more natural look and feel to the reader.
Sponsored content can be formatted as an article, photo, video, social media post, infographic, and more.
Say yes to more than one? You’ve got a press release!
While the suggested content might not be newsworthy enough for a press release, there are many places where it can be shared to reach the appropriate audience or stakeholder.
Targeted Media Pitching
Targeted media pitching by an agency or internal PR team ensures that key reporters and their specific audience receives news stories that are most relevant.
Targeted pitches are conversational and outline the details of a news story and briefly state why it’s interesting to the reporter’s audience.
Finding “angles,” or perspectives, for pitches maximize a reporter’s interest. Examples of pitch angles would be:
Newsjacking
Connecting your brand’s pitch to a timely news event for a stronger angle.
Trending topics
Hook your pitch into a popular topic.
Milestone events
Anniversaries, events and awards, or evergreen holidays like Christmas or Black Friday are easy hooks.
Executive Social Media Post
Executive social media also represent the views of the company, but should reflect the background, experiences, and views of the executive as well. This is a platform for a more personal social media presence still reflective of the company. If possible, executive social media pages should be staffed. Examples would be:
Staff updates
Company-wide updates
Subject matter perspectives Participation in timely moments
Company contributions to the community
Industry relevant content
Company goals
Professional tips and skills
Thought Leadership Piece
Thought leadership pieces include op-eds, or opinion pieces, often written by a subject-matter expert, a person with a unique perspective on an issue, or a regular columnist employed by the outlet.
An op-ed is not a news story that simply describes a situation; it is the author’s opinion on a given subject. Offer specific recommendations – the best opinion pieces have a clear, persuasive and well- argued call to action.
A staggering number of op-eds are submitted to various top tier news outlets around the United States, and the majority are rejected. Those selected consist of unexpected, persuasive, and interesting opinions, typically from an author well versed in the topic.
Impact Stories
Impact stories use a real narrative, featuring actual people and events, to make an emotional connection between the audience and the work done by the company. They are most successful for news that has an emotional tie to the community, features “human-interest,” demonstrates the scale of certain achievements, and is concise. Data heavy news articles wouldn’t shine in an impact story.
Article for Internal Publication
Internal newsletters and publications should feature news that is relevant primarily to the employee and executive base. Some examples of this would be:
Job openings and promotions Anniversaries and milestones
Articles on separate departments or groups
Employee profiles and team spotlights
Recent news articles featuring the company
Business changes
Events
Departmental updates
Recent company contract wins Training opportunities
Competitor news and customer stories
Corporate Social Media Post
Corporate social media posts represent the views of the company. News featured on these platforms should be relevant to the audience, easily understandable to the public, enforce the company’s views, and strengthen corporate messaging. Examples would be:
Company updates and events
Contracts and business wins
Market data
Featured articles
Infographics, photos or videos Industry news
Previews of new products Evergreen content
Sponsored Content
Sponsored content is promotional media that’s paid for by an advertiser, but shared by another brand, influencer, or publisher. It contains useful and relevant information and is a persuasive way to tell a targeted audience more about what the company offers.
Sponsored content organically blends into its source for a more natural look and feel to the reader.
Sponsored content can be formatted as an article, photo, video, social media post, infographic, and more.
Next Steps
In order to determine initial steps and associated costs, Banner welcomes the opportunity to collaborate with you to make a big impact with your big moment even when there is no “big event.”
Connect with Banner today
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