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30 Press Release Ideas Check this idea list for ways to turn any biz event into newsworthy info that will catch an editor's eye.

By Al Lautenslager Edited by Russell Sicklick

Opinions expressed by Entrepreneur contributors are their own.

It's a well-known fact that a company's visibility willincrease with powerful publicity. After all, publicity aims tobring the news of your company to the world. The basic weaponsyou'll need to do this include a press kit, a companybackground piece, press releases, story ideas and articles orcolumns about your business. The most important of all, though, isthe press release.

If you're wondering what exactly should be covered in apress release, think along the lines of "newsy" andinteresting topics. Examples include: your online presence;important information and tools regarding a change in management orthe business components you offer; special information that can beobtained online; any proprietary product or methodology that youoffer through your consulting services; the announcement ofarticles, events and appearances; relevant worksheets, tips andtechniques; and so on.

A publicity campaign that uses press releases should begin witha master plan. The more newsworthy you make your company, the morecoverage you'll get. And coverage is important because it earnsthe kind of credibility that advertising just can't buy. Whenwriting a press release, your goals should be uniqueness,timeliness and top-of-the-mind awareness. Once you achievepublicity and visibility, both your company profile and your clientand prospect levels will rise. One successful story about yourcompany resulting in free publicity is advertising worth hundredsand thousands of dollars.

There is definitely a knack to writing a "newsworthy"press release, even though the ultimate goals are usually awarenessand promotion. Editors don't like promotion, though, socrafting a press release to appeal to an editor is key. If youprovide reporters with news that appeals to their readers,you'll gain instant credibility and be on your way to forming avaluable promotional relationship. This can be very powerful from amarketing point of view.

There's no guarantee that any press release will ever bepublished, but by taking a consistent, professional and newsworthyapproach with the reputable editors of respected publications, theprobability is good that you'll get some coverage. Pressreleases are also great vehicles for communicating with clients andprospects. Putting them on your Web site is a very effective meansof promoting to your captive markets. It also further substantiatesyour marketing efforts, as well as your credibility.

If you're not sure about what you should cover in a pressrelease, consider these ideas to see if any apply to yourbusiness:

1. Starting a new business

2. Introducing a new product

3. Celebrating an anniversary

4. Announcing a restructuring of the company

5. Offering an article series for publishing

6. Opening up branch or satellite offices

7. Receiving an award

8. Receiving an appointment

9. Participating in a philanthropic event

10. Introducing a unique strategy/approach

11. Announcing a partnership

12. Changing the company or product name

13. Earning recognition of the company, product or executives bya publication

14. Announcing that you're available to speak on particularsubjects of interest

15. Issuing a statement of position regarding a local, regionalor national issue

16. Announcing a public appearance on television, radio or inperson

17. Launching a website

18. Announcing free information available

19. Announcing that you've reached a major milestone

20. Obtaining a new, significant customer

21. Expanding or renovating the business

22. Establishing a unique vendor agreement

23. Meeting some kind of unusual challenge or rising aboveadversity

24. Restructuring your business or its business model

25. Setting up a customer advisory group

26. Announcing the results of research or surveys you haveconducted

27. Announcing that an individual in your business has beennamed to serve in a leadership position in a community,professional or charitable organization

28. Sponsoring a workshop or seminar

29. Making public statements on future business trends orconditions

30. Forming a new strategic partnership or alliance

Of course, these are just a few ideas to get you started. Justremember this: If a press release is well-written, almost any eventcan be turned into news.

Alfred J. Lautenslager is an award-winning marketing and PRconsultant, direct-mail promotion specialist, principle ofmarketing consulting firm Marketing Now, and president and owner ofThe Ink Well, a commercial printing and mailing company in Wheaton,Illinois. Visit his Web sites at and, or e-mail him at

The opinions expressed in this column are those of the author,not of All answers are intended to be general innature, without regard to specific geographical areas orcircumstances, and should only be relied upon after consulting anappropriate expert, such as an attorney or accountant.

Al Lautenslager

Author, Speaker, and Consultant

Al Lautenslager is an award-winning marketing expert, bestselling author, highly sought-after speaker, consultant, and entrepreneur. He is the principal of Market For Profits, a Midwestern-based marketing consulting firm; former president and owner of The Ink Well, a direct marketing, printing, and a Certified Guerrilla Marketing Coach.

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