Many so-called experts have preached about how the press release is dead. Nonsense. When used properly, press releases are incredibly powerful communication pieces that can enhance an organization’s brand. Remember to keep the releases informative and timely, and don't be "salesy." Above all, be an educator. That’s what editors and your audience crave.
Not only are press releases great platforms for spreading news about the goings-on at your credit union, they’re also quite versatile. They can be used for article springboards, newsletter and blog content, member/client testimonials, survey material, archives of your activities (posted on your Web site) and more. With all these channels on which to capitalize, many times people just don't know what's newsworthy and what's not.
Listed below are eight newsworthy topics that interest editors and prospects alike:
1. Have a new angle on an old issue? This is a classic tale of “building a better mousetrap.” Just about every organization has developed a new process, operation, piece of technology, etc. on how to make a procedure or operation better, more cost-effective, less labor-intensive, more productive, etc. This is news to any editor and to your current members--and especially prospects.
Tip: Have an objective end user comment on how this process has benefited them. This comment or testimonial shows the editors that the process actually works and has positive results. Great for peer review, as well.
2. Serve a new or unique marketplace? If you serve a unique target audience or plan to tackle a new marketplace, this is news. For credit unions, this may mean expanding your SEG or merging with another credit union. Countless companies do this every day to either home in on their primary audience or expand their target. If you don't get this news out there, who's going to know whom you serve?
Tip: Cross-market the press release in your traditional marketing efforts and social media channels to cover all bases.
3. Have interesting info to share? Of course you do. Who doesn't? If you've made some sort of discovery or breakthrough, or have practical advice to share, get it out to the media. For credit unions, this may mean providing some expert financial advice or tips on money management, taxes or loans. This type of content not only greatly helps your members, but it launches you as a thought leader in your area of expertise. Once editors see this, they'll want to use you as a resource for future stories on similar topics. So let them know your expertise.
4. Does one of your execs have a speaking engagement coming up? Obviously, let the media know about it. Who knows, maybe the editors attending can cover it. It's also a great way to let your peers know where you are. Plus, it enhances your image as a leader. Not everybody gets a chance to speak, so leverage this opportunity in the news.
5. Win an award? This one is pretty self-explanatory. Awards of any kind are worth bragging about. So get these announcements in the news. Everybody wants to associate with a winner. Post it on your Web site. Blog and tweet about it. Put it on all your marketing materials.
6. Add a product enhancement or feature? It's a good thing to let the media know that your products/services are evolving and remaining on the forefront. It allows them to let their readers know that your R&D department is full steam ahead looking for new ways to make your members' lives better. Again, this news propels you as a thought-leader. It also bodes well for the industry as a movement that’s constantly moving forward, pushing the envelope to keep getting better.
(See “Objective comments from end users” tip on #1)
7. Sign a new client or has your membership increased? Like winning an award, this one is another no-brainer. Or is it? Yes, it's great to let the media know you're signing clients or your membership is growing by leaps and bounds. That lets them know you're successful, which makes them want to keep an eye on you. But don't just stop by announcing you have a new client. Go the extra mile and get some feedback from that client or member on why they chose to join your organization. Ask them how they expect your product and services will benefit them. This is the newsworthy content editors are really looking for – objective information from an end user. Editors will use it.
(See “Objective comments from end users” tip on #1)
8. Publish a white paper or book? Magazines, movies, book publishers and TV shows (even the nightly news!) let the press and audience know what's coming up with teasers and trailers to build anticipation. Editors, in turn, do stories on those anticipated topics to help generate the buzz. Same thing with your white paper or book, let the media know about it. If your white paper or book benefits your industry with practical, educational info, editors will run it.
Tip: Send editors a complimentary copy for review and enhance the possibility of them writing about it.
Example: One industry publication just ran a story on Verity Credit Union Chief Marketing Officer, Shari Storm, a CUES member, who wrote a book on juggling family and work called Motherhood is the New MBA. Storm has received a ton of local and industry-wide press for her book, which propels her as a thought leader and Verity Credit Union as a place that employs overachievers. Who wouldn’t want to work or do business there? Great image building!
There are so many more topics for press release material: philanthropy efforts, company milestones, executive hires, unique product/service uses, etc. Point is, all these topics can be leveraged in a press release and distributed to your targeted media. Editors love this stuff. And, again, cross-market your press releases in other channels so everybody will see them – in a blog, Twitter or Facebook post, newsletter, Web site, or other outlets to reach your target audience.
So the next time you question whether you should write a release on particular event, product or procedure, these ideas should get you started on the right path to producing pieces that editors crave.
Mike Lawson, principal of the PR/marketing firm DML Communications, has two decades of journalism, public relations and marketing experience. His unique and robust knowledge allows him to meet the varied needs of editors, end-users and clients. Lawson's expertise enables him to enhance his clients' market exposure through media relations, social media tools, advertising efforts, target marketing strategies and more. He also speaks on PR, marketing and media issues to audiences nationwide. For more info, visit www.dmlcommunications.com.
