Should You Send a Press Release?

Graphic of a press release

Regardless of your business’ size or industry, there are many instances in which something happening at your company may be considered news—whether for good or bad—by the public. Yet, there are also plenty of instances in which what’s happening at your business is not of interest to other people—no matter how important or exciting it may seem to you and others within your organization. Before you waste your/your staff’s time, consider if you even should send a press release in the first place. 

Types of Company News to Send a Press Release About 

Not everything is newsworthy. But when you’re deep in the weeds of your job, it can be hard to see the bigger picture and distinguish what types of announcements or developments will register as newsworthy among the media, the public, and investors. Typically, news related to company growth, personnel changes, achievements, and philanthropic initiatives warrants a press release. Ask yourself if the information you’re looking to share aligns with one of the following newsworthy reasons: 

Company Growth 

  • New Offices or Locations: If your business is relocating its headquarters or opening new office spaces/storefronts, people may like to know about your move or expansion. Back in 2018, when Vision Advertising moved our office from Worcester to Westborough, we shared information about the new space and the reasons for the move via a press release.  
  • Mergers and Acquisitions: Whenever companies merge, or one acquires the other, a press release is usually issued to notify people of the change and if/how it will affect their products or services. For example, one of our clients, TJ Woods Insurance Agency, was acquired by World Insurance Associates this year; this is the press release World issued 
  • Product Launch or New Service Offering: As soon as Apple launches the newest version of the iPhone, you know about it immediately. Why? Because millions of Apple consumers want to know about their latest technology, it’s considered newsworthy. 

Personnel Changes 

  • Leadership Changes: A CEO stepping down, a new person being voted in as chair of the board of directors, or a company vice president assuming the president’s role when they retire are all examples of leadership changes for which you may want to send a press release. When Vision’s former VP of Marketing & Operations was promoted to COO, a press release prompted coverage in our local business journal 
  • New Positions or Company Restructuring: Similarly, if your company is restructuring the division of ownership or hiring for a newly created position, like a Director of DEI, this could be considered newsworthy. 

Achievements & Milestones 

  • Company Milestones and Anniversaries: Many companies alert the media and their customer base when they’re celebrating a certain number of years in business, thereby highlighting their history and successes. 
  • Industry Awards and Recognitions: A press release may also be used to notify others of a recent award or recognition your company received—like when Vision was recognized as a top marketing agency in our region.
  • Research & Development Breakthroughs: This one’s a bit more industry-specific, but major breakthroughs—such as a biotechnology company discovering something with the potential to revolutionize cancer treatment—are of news interest.  

Philanthropic Initiatives & Community Involvement  

  • ‘Giving’ Initiatives: Any sort of charity initiative or focused community effort in which the company is giving back—through time, money, or resources—may be press release worthy. For example, a press release about a clothing company pledging to donate 100% of their pink shirt proceeds to an organization for breast cancer research would not only likely benefit the retailer’s sales, but it would also potentially increase awareness of the cause.  
  • Funding for Nonprofits: Nonprofit organizations which receive a sizeable donation or significant grant funding may share that news with the public to explain how the money will be used and its impact. 

By no means is this an exhaustive list of everything that can be considered newsworthy enough to warrant a press release. However, these are some of the most common reasons businesses encounter.  

Regardless of the reason, remember that a successful press release should capture the audience’s attention, communicate essential information, and tell a compelling story. Moreover, what’s considered newsworthy to one publication or group may not be considered newsworthy to a different publication/group. It’s important to tailor your press release to the intended target audience and demonstrate the impact and relevance of the news you’re sharing. Need assistance getting your company’s stories shared with the appropriate audiences? Vision’s public relations services can help. Contact us today. 

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About the author : Dominique Goyette-Connerty

Dominique Goyette-Connerty is a Marketing Specialist at Vision Advertising. With a background in journalism and marketing communications, she brings her strong writing skills, social media experience, and passion for public relations to the Vision team and clients. When the workday is done, you can find Dominique at the kickboxing studio, kayaking on the lake, reading, and cuddling with her two adorable kittens.

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