What is Newsworthy?

Many small business owners lose valuable opportunities to spotlight their businesses because they fail to recognize newsworthy announcements. Learn how thinking small can mean big results for an online marketing campaign.

In many cases a business is operating for years before its Web site goes live or it begins to establish an online presence. To the owner or manager of an established business like this, it may seem as though there is nothing new to say about the company. Perhaps so, but in online press release marketing, news doesn't have to be brand new - it only has to be new to the online audience.

Renovation, relocation and expansion announcements are ideal for bringing fresh awareness to established businesses. Likewise, spotlighting employee recognitions - either within the company or from an industry organization - serves to remind readers of a business' quality service. Consistently taking advantage of seemingly small news opportunities like these can add up to a hugely successful PR campaign.

While every press release is unique, a number of announcements fall into the following categories. These categories are a good starting place when brainstorming ways to get the word out about a business:

• A new or "undiscovered" product or service
• New or improved Web site
• Sales and promotions
• Industry awards
• Local, regional or national recognition
• A business or employee anniversary
• Charitable donations or philanthropic activities
• Classes or sponsorship of community events
• Educational degrees or professional certifications
• Unique insight into a particular industry or topic
• Local or regional industry trends

An online marketing company that offers press release writing services can be a valuable resource for uncovering other newsworthy announcements that may not immediately leap to mind. These types of companies are staffed with online marketing professionals who are experienced at zeroing in on information that makes for a compelling press release.

Small business owners also sometimes fall into the trap of thinking that distributing a press release on the World Wide Web means their announcement must be relevant on a global scale. This mindset is not only intimidating; it can also handicap the ability to recognize valuable marketing opportunities when they come along.

Remember, a press release doesn't need to be all things to everyone. While an online announcement will publish to a much wider audience than print or local broadcast media, small business owners should not overlook the importance of appealing to readers in their own neighborhood. Thinking local and focusing on what's pertinent to potential customers ensures that relevant news ideas will come more easily.