Whenever you have a news story you believe to be worthy of publication, you’ll need to write up a press release. You can do this with the help of a PR consultant or agency, or you can learn how to write them yourself by viewing some examples.
The key to making a press release seem attractive is to tailor it to the publication’s particular audience.
Media outlets won’t cover something unless they believe it to have value, so make sure you offer something interesting and worthwhile.
For example, if you have undertaken some industry research, you may want to pitch that particular story to trade publications and press. A more general survey about consumer trends would be more attractive to a popular newspaper or online publication.
There are plenty of PR opportunities – new products, industry research, significant anniversaries, investment and partnerships – so try and plug them as often as you can.