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Clockwise from left: Jeremy Ostermiller, Dan Golden, Brandon Stapper, Kristopher Jones, Solomon Thimothy, Phil Laboon, Lisa Vallee-Smith, Gretel Going. All photos courtesy of individual members.
News & Announcements

Eight Ways To Put A Creative Spin On Promoting Client News

June 29, 2016

Agency executives always want to be promoting their client’s latest story whenever they have news to share, but getting the media’s interest can be difficult when the news is less than notable. To avoid having your release get lost in the shuffle, think about the little adjustments you could be making to your promotion strategy that could make all the difference in having your client’s voice be heard.

To drum up some interest about your client’s latest announcement, consider tying their announcement into a bigger conversation going on surrounding the newest trend. Even a little enthusiasm can go a long way in making a seemingly run-of-the-mill story be compelling.

Below, eight agency executives from Forbes Agency Council offer their ideas on how to creatively promote client news items that may not be as enticing to the media, but are still stories worth telling.

1. Be Relateable 

Always relate your news back to an industry challenge or void that you address. No one cares about the new feature that you released or the new hire you made. Find something that your audience cares about and relate it back to that. In my experience, the news stories that get the most pickup are usually the ones that are not self-promotional. Focus on building your brand instead. – Jeremy OstermillerAltitude Digital

2. Show Enthusiasm 

It’s OK to acknowledge that some may not find the news exciting, but focus on why it really is exciting to your company. Talk about key benefits it delivers that will impact your business and your customers. Be authentic and recognize that every item of news has value to the audience in the field where you’ll present the news. – Dan GoldenBe Found Online

3. Focus On Solving The Problem 

The most compelling stories start with an individual facing a problem. That person’s story might not be universal, but the problem they are facing is usually faced by many others. Inventors have to find a common problem and try to solve it. Stories work the same way: What is the common issue? How was it solved?  – Brandon StapperNon Stop Signs

4. Use Powerful Words 

Copywriter John Carlton uses “power words” to generate interest and jar emotion in copy that would otherwise be boring. You can apply some of Carlton’s techniques to liven up your press release. Power words are meant to capture the attention of the reader by startling or jarring emotions. – Kristopher

5. Focus On The Implications Of Your News 

News doesn’t have to be exciting, but it should have implications for readers. Clients often want to share news from their own perspectives, focusing on what it means for their companies. It’s their PR agency’s job to turn that news into a story that’s relevant to their target audiences (or the world at large). What are its implications for the end user or buyer? The answer to that is your story. – Gretel GoingChannel V Media

6. Tie It To Relatable Trends 

Tie it to breaking news or a news cycle that is already in place. Don’t try to place it on its own: this is alienating to news media. Testimonials, case studies and bylines are all alternative means to traditional news story placements. – Lisa Vallee-SmithAirfoil Group

7. Make It Personal 

As adults, we find ourselves busier with each passing day. Between work and family, there isn’t time to focus on much else. That is why most people are not interested in a story that does not directly affect them. If you can find a way to make your story relevant to a person’s daily life, then they will make time to listen. If you can reach someone on a personal level, you will have their attention. – Phil LaboonEyeflow LLC

8. Use Emotion Instead Of Facts

In order to tell a more interesting story about news that is not necessarily captivating, it is helpful to integrate and focus on an emotion such as humor, rather than listing facts. This way, even if viewers aren’t initially interested in certain information (especially if they aren’t actively searching for it), their attention may still be captured by it instead of blocking it out completely. – Solomon ThimothyOneIMS