Press Release Writing: 10 Powerful Press Release Headline Ideas

10 Powerful Press Release News Angles
You Can Leverage To Get Media Coverage
The rules of news distribution
have been turned upside-
down.

Now business can reach out
directly to inﬂuencers and
their target consumer
through online press releases.

You just need to know the
rules of the online press
release world...

www.onlinePRmedia.com

10 press release news angle ideas you can use
to gain online and media visibility
1. New product or service
2. New blog or website
3. Product or website enhancement
4. Publication of new content
5. Award or accolade announcement
6. Upcoming event
7. Contest announcement
8. Promotion or sale announcement
9. New strategic partnership
10. New team hire


Questions to get you thinking....

u added any new Have you been inv
ited to
Have yo services? speak as a panelist
products or seminar, webinar, o
at a
Have you published a ‘how r
Twitter chat?
to’ guide, an informational
blog post, or a video online?
Are you Are you o uoted in
ere you q ost,
W
planning a r will nt blog p
you be ru a rece
limited time nning fo produc t, article,
a contest in
sale or ? or interview?
promotion?

What a press release is NOT
A press release is not an article or an ad

• If your title does not announce something timely or new it is not a press
release.

“XYZ Company Offers Low Cost Hosting Services”
“XYZ Company New $3 Per Month Blog Hosting Package”

• If your press release is announcing news from a company other than your
own, it is an article.

“HTC Announces New Touch Pro2”

“ABC Wireless Will Now Carry New HTC Touch Pro2”


What a press release is NOT
A press release is not an article or an ad

• If your press release is stuffed with subjective claims about how great
your company is, it is not an ad. Subjectivity belongs only in quotes
from the company.

“XYZ Announces Launch Of The Best Exercise Program
On The Market”
“XYZ Announces New Exercise Program Designed To
Increase Metabolism By 10 Percent”


Press Release Angle #1
New Product or Service
• Announce the product or service. Identify the target audience and how
it specifically solves their problem.

“
• Offer specific features and user benefits of the product or service People don’t
• Explanation of how the product functions or of specific features. (1-2 want new
paragraphs)

• A quote that explains why your product or service is different from any
other solution on the market.
products and“
services, they
want
• A quote that explains your reason for launching this product or service solutions.
and how you hope it will help your customers.

• Provide some background about your company, and why you are
qualified to launch this new product or service.


New Blog or Website

• Announce how a new blog or website exists to provide a particular
solution for your target audience.

• Offer speciﬁc features and user beneﬁts of the new website or blog
• A quote that explains why the needs met by the new website or blog are
“No one cares
if there is
another new
website or
blog in the
different from any other solution on the market.

care about
“
world. They

what it can
do for them.


Product or Website Enhancement

• Announce the product or website enhancement by stating how this
change beneﬁts the target audience.

• Explain why your company made these enhancements and what
problem it solves in the marketplace.

• A quote that conveys how these changes make your product or
“ People aren’t
interested in a
new button or
wizbang, they
want to know
service a leading force in your industry

• Explain exactly how the new features work (1-4 paragraphs)
how this
enhancement is
going to make
“
• Provide some background about your company, and why you are their life better.
qualiﬁed to lead in this industry


Publication of New Content

“
eBook, White Paper, Audio, Webinar,Video, Etc.
No one
• Announce the publication of the content by clearly stating the primary
problem it solves for your target audience. wants one
more thing
• State or list specifically what the person will be able to accomplish after
consuming the content. to read or
watch, they
• A quote that explains specifically how consuming this piece of content
will leave the reader better than before. want
information
• Offer specific features of the content (number of pages, length of time,
etc.)

• Give information on where and how to obtain the product. If online, be
that will
revolutionize
“
their life or
sure to provide the URL.
business.


Award or Accolade

“
• Announce the name of the company, the award won, and by whom the award
was given.
No one wants
• Explain the significance of the award (choose one or more of the following if it to hear a
helps to promote the significance:
• The criteria that must be met to win the award bragger... but
• The number of companies/individuals competing for the award
• How long the award has been presented (since 1981, 3rd annual, etc.) they do want
• The frequency of the award (annually, quarterly, etc) to work with
• Explain specifically why the company/individual won the award. the thought-
• A quote from the recipient explaining what this award says about the company/
individual's past, present, and future.

• Mention past awards or other actions similar to those that caused the
leaders and
production-
“
leaders in the
company/individual to win the award.
industry
• Explain how the company will continue to take and improve on those factors
that helped it to win the award and how this will benefit your target audience
and the industry as a whole."

Upcoming Event

• Announce that your company will be hosting or participating in a special
event -- and why this event is meaningful for the target audience.

• Talk specifically about how your company is participating -- guest speaker,
trade show booth, teaching a seminar, etc…

• State or list specifically a person will gain from attending the event.
“
No one really
cares if you
are going to
be at or host
an event...
• A quote that explains why your company chose to participate in (or host)
this particular event and what you hope to accomplish by doing so.

• Give some logistical information on the event including its location, date,
time, the frequency of the event, etc.
they care
about what
they will get
“
out of it.
• Provide some background about your company, and why you are qualified
to launch this new product or service.


Contest Announcement

“
• Announce what people can win and briefly mention what they need to do to win
it.
People today are
• Announce who is giving the award, a more detailed description of the prize, who leery of ‘free.’
is eligible to win the prize, and when the winner will be announced. (1-2
paragraphs) They want to
• Describe exactly what participants must do in order to enter the contest. know what you
are getting out of
• A quote that explains why you decided to create this contest.
it. It doesn’t hurt
• Explain why entering contest will provide them with even more value than a
chance to win the prize itself. (ex: ...will also enjoy our information-rich monthly
newsletter packed with ideas to help them grow their business….).
“
to explain why
the contest is
• Describe how you serves its target audience and several key points that set your mutually
company head and shoulders above the rest.
beneficial
• Give specifics about the contest such as deadlines, how winners will be notified,
links to contest details, etc.


Promotion or Sale Announcement

“
• Briefly announce the promotion or sale. This may be a percentage off, The purpose of
free shipping with purchase, contest with prize, etc.
a sale or
• Talk about the specific product or service that is being promoted and promotion is
how it specifically benefit your target market. (1-2 paragraphs.)
to create a
• A quote about what customers can gain by taking advantage of this sense of
limited time promotion or sale. urgency. A
• Give specific details as to what the reader has to do in order to promotion or
participate in the promotion or sale.

• Provide some background about your company. This includes the
services and/or products you offer.
sale should“
have a specific
end date that is
• A quote that explains why your company is offering this promotion to clearly stated.
your valued customers.


Strategic Business Partnership or Alliance

“
• Announce that your company has formed a new business partnership
with another company.
Customers
• Most important -- explain why this new partnership or alliance will be
beneﬁcial to current and future customers. don’t care
about your
• A quote that really talks up the beneﬁts of this partnership to your
target audience. partnership,
• Give background info on your company and how your expertise lends
to the goal of the partnership.
they care “
about what is
in it for
• Give background info on the partner company and how their
expertise lends to the goal of the partnership. them.
• A quote that talks about how you anticipate this partnership growing in
the future and your commitment to your customers.


New Hire Announcement
• Briefly announce the name of the person hired and what their title/

“
position will be within the company.
Customers
• Talk about how this person will change the company from the
perspective of the target audience. For example, this person is charged don’t care
with creating a better customer service experience, more new product about the new
value, etc. (1-2 paragraphs)
person hired,
• A quote that explains why this person was the ideal choice for the they care about
team.

• Provide specific details as to what this person brings to the table, and
therefore customers and future customers. This will include their
schooling, awards special industry designations, etc…
what the new“
person hired
will change
things for them
• A quote that talks about the excitement of the future for this company
and how thanks to team members like the new hire, you are looking
forward to making significant strides in xyz area.


10 press release news angle ideas you can use
to gain online and media visibility

• New product or service Hosted by OnlinePRMedia
• New blog or website The SEO, Multimedia, & Social
• Product or website enhancement Media PR Distribution Site
• Publication of new content
• Award or accolade announcement •
•
Anchor Text Links
Search Engine Friendly URLs
• Upcoming event • Photo Embedding
• Contest announcement • Video or Slideshow Embedding
• Distribution to News and Social Networks
• Promotion or sale announcement • Embedded Audio
•
• New strategic partnership •
File Downloads
Pull Quotes
• New team hire


Press Release Writing: 10 Powerful Press Release Headline Ideas

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