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COLUMN: Want your business news published? Think like a journalist
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By focusing on substance over self-promotion, you'll significantly increase your chances of earning those valuable headlines
Dear Favorite Business Leader,
I recently read a cringeworthy press release — cliched and overly promotional with little chance of being published. Getting your business news published isn't a mystical feat, it's about understanding what captures attention and resonates with audiences. Speaking as a former journalist, consider this your insider's guide.
First, crystallize your core message. What do you want to say? Why should anyone outside your company care? Distill your news to its essence. Imagine explaining it to a smart, but busy, acquaintance. What’s the single most compelling takeaway? Consider what makes your announcement newsworthy and relevant to your intended audience. Will it impact their lives, solve a problem, offer a unique perspective, or tap into a broader trend? What will you emphasize? These talking points are important for executives. Whether you're on a comms team crafting them for your boss or an executive penning your own, they ensure consistent messaging across all interactions. Back up those points with data and relatable examples.
Next, write a press release that demands attention. Put on your journalist hat. What's the compelling angle? Is your news timely, locally relevant, truly innovative, or does it fill a unique need? Ditch the corporate speak and baffling acronyms for clear, concise language that gets straight to the point. Your headline is your first, and often only, chance to grab attention — make it count. Summarize the core news. The opening paragraph should deliver the essential facts: who, what, when, where, and why. Subsequent paragraphs can detail “how" with supporting information and context. While some outlets might run your release as is (think wire services), most journalists will rewrite it. Make their job easier by providing a well-crafted foundation.
Executive quotes should illuminate, not inflate. Avoid self-congratulatory quotes that offer no real substance. Forget tired phrases like "We are pleased to announce …" or the overused "This will revolutionize the industry." Instead, push your executives to offer genuine insights, articulate the impact of the news, or share a unique perspective that adds depth to the story, and don’t let the quotes repeat the information you’ve already offered. For example, instead of a generic “Our new van will be good for business,” try something that evokes emotion: "Seeing the smiles on our neighbors' faces when they get a warm pie fresh from the oven — that's always been our 'why.' This new van isn't just metal and wheels, it's about bringing a little more joy to more doorsteps right here in Cedar Rapids."
Don't just announce; tell a story. Sometimes, the most compelling way to get noticed isn't a product launch or change, but a human-interest angle. How has your business made a difference in someone's life? Is an employee undertaking an inspiring volunteer effort? Did your company overcome a significant challenge in a unique way? These narratives, when told authentically and without excessive self-promotion, can pique a journalist's interest and lead to broader coverage. While there are no guarantees, a compelling story is always worth exploring.
Now, strategically target your outreach. Don't just spray and pray. Research media outlets that consistently cover your industry and your local market. Identify the specific journalists who report on your industry. Many news organizations have online submission portals or provide direct email addresses for press inquiries. Personalize your pitch. Briefly explain why your story is relevant to their specific audience. Keep your email concise, with a clear subject line that highlights the key news. Attach your press release as a PDF or Word doc.
Finally, consider these additional insights:
- Offer an exclusive and match the news cycle: If you have truly significant news, offering it exclusively to a key media outlet, or submitting it in accordance with the outlet’s news cycle might lead to more in-depth coverage.
- Provide compelling visuals: High-quality photos and videos are invaluable. However, steer clear of staged "grip-and-grin" shots or ribbon-cutting ceremonies. They are visually boring. Instead, offer visuals that illustrate the impact of your news — show the new technology in action, the team collaborating, or the community benefit. For a new building, showcase its innovative features or how it will serve the community.
- Be a responsive resource: Journalists operate under tight deadlines. Be prepared to answer their questions promptly and provide any additional information or access they might need.
- Follow up thoughtfully: News organizations receive dozens of releases daily. If you don't hear back immediately, a polite follow-up email after a few days is appropriate, but avoid being overly persistent.
- Invest in relationships: Media relations is a marathon, not a sprint. Build genuine connections with journalists by offering them valuable insights and being a reliable and expert industry source, even when it doesn’t overtly benefit you.
Getting your business news published requires a shift in perspective — think like a journalist, tell a compelling story, and target your outreach strategically. By focusing on substance over self-promotion, you'll significantly increase your chances of earning those valuable headlines.
Brandfully yours,
Tracy
Tracy Pratt, a Cedar Rapids marketing professional with expertise in communication, consumer behavior and AI, believes in blending data with storytelling to help businesses build stronger relationships. Message her on LinkedIn: linkedin.com/in/1tracypratt.
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