- Make that announcement now..
Press release is considered one of the best marketing tools – as it lets you publish your version of the story, gets across your company’s news updates to your relevant audience (Stakeholders, potential investors and customers) and in the online space, helps you build credible backlinks.
If you search the term Press Release on Google – it throws up thousands of articles and posts which tell you how to write that perfect press release. I am sure on that front you will find a way out there – either yourself or with some hired help.
While most companies use press releases to announce their big moments, very few realize that press releases need not be restricted, to just the big moments but are more effective when used for all the significant moments in a company’s lifespan.
Let me put down some of these obvious and not so obvious moments for your future reference. You can always add to this list depending on the needs of your company.
Since the opportunities of going public with a news update vary in each company – this list cannot and should not be treated as the end of all thought and discussion – but more as the beginning of one…
So here you go – Occasions and reasons for you to go out with a Press release…
1. Launch – Any kind of launch, your company, product, service, new division etc.
2. Client Acquisitions
3. Partnerships/tie-ups
4. Mergers
5. Quarterly and Annual results ( if your are profitable its good to let your stakeholders know)
6. New feature updates in your product or service
7. New Appointments at the senior management level
8. Awards and accolades for the company or for those in the management team
9. Launching in new markets
10. Diversification
11. CSR initiatives
12. Green initiatives
13. Positive Industry Analyst reviews
14. Change in Location of your head office /Website address
15. Event/Webinar announcements – those you organize and those you are participating in
16. Published Reports / Whitepapers
17. Any offline or online conference your are hosting
18. If a company spokesperson is speaking at an event – you can have a post event release – focusing on the main points in his speech (provided they are significant)
19. Comment on a significant Industry development – in support or in opposition
20. Announcing your entry into the social media space – Opening your Company’s Twitter or Facebook account (It’s a great way of telling people where to find you on social mediaphere)
And before I end this post here are some must remember tips -
Tip #1 – If you are holding a press conference or an event – remember to have a pre – event and post-event press release.
Pre- Event press release – Should explain the reason for holding the event – (Launch, Partnership announcement etc.). Names of individuals, who would be addressing the event and their brief introductions, date of the event, details of your company.
Many companies and PR professionals today give pre-event releases a miss – but it is significant because it might give a journalist enough reason to write a heads-up report on the event, also it helps in getting your event listed under the upcoming events section by the various media publications – ensuring better attendance at your event.
Post – Event press release – Should elaborate on the announcement made at the event, significant quotes of those who address the gathering. Since, this is a more thought after release – PR professionals should think through the most significant development at the event which has news significance and build their release around that news peg or angle (use quotes that add to that point). This will ensure your release has a better rate of coverage.
Tip #2 – We are aware that press releases are your company’s mouth piece – still it is best not to overplay (do not underplay either) your achievements and appear very promotional when writing them. Those press releases which appear balanced in their approach have a better chance of getting carried by the media
Tip # 3 – Remember to post a copy of the releases on your company website and on free Press Release submission sites.
If you can think of any more reasons or occasions for issuing a press release, write in and I will update this list further 
