Bylined Articles

Most news articles are written by journalists using information they receive via wire services or press releases coupled with their own independent research. In some cases, however, publications will publish articles written by industry experts--often executives of companies in the industry. These bylined articles, as they are called because they carry the "byline" or credit of an industry expert, are a golden opportunity to get publicity for your company or product. The article needs to be well written and factual. It's not an advertisement. If you have an idea for an article, contact the publication first with a synopsis of the article to see if the editor is interested.

Press Release: New or Redesigned Web Site

Issue a press release if you launch a new or redesigned Web site. Describe any new features of the site, such as a shopping cart or live chat tool. Include a live link to the site, and be sure it's up and running well prior to distributing the release.

Press Releases: Announcing a Book or Report Release

When someone in your organization releases a book or report that is relevant to your company, announce it with a press release. Include a quote from the author and his or her biographical information. Give a summary of the book, and highlight those details that are relevant to your company. You may also want to include information on where and how the book or report can be obtained.

Press Releases: Industry Trends

Current trends in your industry can provide excellent fodder for a news release. Tie your product or service to the trend and, if possible, obtain a quote from an industry analyst or "guru." Failing that, you can use a quote from one of your executives that ties your product to the trend. Be sure to get permission to use any quotes or copyrighted material.

Press Releases: Personnel Changes

Promotions, new hires, resignations, and retirements can all be newsworthy. The local newsmedia will typically pick up these types of announcements. Trade publications will sometimes pick up a personnel change if the person is well recognized in the industry. The more senior the employee, the better. In the case of a promotion or new hire, include a description of the person's previous accomplishments and a quote from your CEO indicating what the new person brings to the company.

Advertising or Marketing Campaign Press Releases

If your company is about to launch a new advertising or marketing campaign, distribute a press release on the topic. Describe the campaign in detail, being sure to keep the release itself factual. Announce when and where the campaign will run, and describe the product or service being advertised.

Press Releases: Patent Announcements

If your company files for or is awarded a patent, announce it with a press release. For competitive reasons, you may need to limit the amount of detail you provide if the announcement is for a filing. If you're awarded a patent, you can include more product information.

Press Releases: Filing a Lawsuit

If your company files a lawsuit, it may be to your benefit to issue a press release. If the suit involves a prominent company and is likely to become news anyway, you should be proactive in getting out your side of the story. Consult with your attorney to determine what you can say and how best to say it.

Press Releases: Announcing a Stock Offering

When your company issues stock, issue a press release as well. SEC regulations govern the dissemination of information on a public offering, so be sure to comply with SEC requirements. In the case of a private offering, obtain permission (and a quote if possible) from the investor(s).

Press Releases: Announcing a Trade Show Exhibit

If your company will be exhibiting at a trade show, issue a press release that details the dates and location of the show and what will be shown in your booth. Be especially aware of the lead times of publications in your industry to allow enough time for the release to be published prior to the opening of the show. The trade press will be the most likely to be interested in this type of announcement. If the company will be offering free promotional items or services, be sure to include that information in the release.

Press Releases: Speeches or Presentations

Issue a press release if someone from your company will be speaking or presenting at a major event. Include the name, date, and location of the event. Give a biography of the speaker, being sure to include information that indicates why he or she is qualified to make such a speech.

Press Release: Funding Announcements

Issue a press release if your company secures a line of credit or funding. Be sure to get permission from any investors if you want to name them. If the funding is from a venture capital firm, ask the senior executive to provide a quote, telling why the firm feels your company is a good investment. Include specific uses for the funds, if any.

Press Releases: What To Announce

There are myriad reasons to issue a press release. Besides the obvious ones such as introducing a new product, service, or company, you can announce a new ad campaign, personnel changes, and sponsorship of a contest or a charitable affiliation, to name a few. If your company is laying people off or has been named in a lawsuit, you may want to issue a press release for "damage control." A good rule of thumb is this: If it affects people within a community, it is worthy of a press release.

Press Release: Anniversaries

When your company or product celebrates an anniversary, let the public know by issuing a press release. Give the history of the company or the product, and describe how it has grown or expanded. For example, "XYZ Company began twenty years ago as a one-widget start-up. The company now records annual sales of $22 million, and has twenty-six different products." If your company will be hosting any special celebrations or offering special anniversary promotions, you should include those details in the press release as well.

Press Releases: Sponsorships

If your company sponsors an event or a athletic or other team, issue a press release. This type of release is most likely to be picked up by the local news media, or possibly by industry publications, depending on the event. You should answer the six key questions, and you should try to include a quote from a particpant or a company executive about the sponsorship and its benefits to the community.

Press Release: Giveaways

If your company is offering free samples or services, announce it in a press release. Be specific about how and where people can get the free offering, and include any eligibility requirements. If the offer includes an expiration date, be sure to state that, too. Include the benefit to the user in the description of the offering.

Press Releases to Announce Contests or Sweepstakes

If your company sponsors a contest or sweepstakes, issue a press release to announce it. Include instructions on where and how to enter, and detail on the prizes being offered. When the winner is chosen, issue another release to announce that, too. Include a quote from the winner.