Improve Visibility Through Press Releases Part 2: Picking a topic

Picking a topic

Topic Must Be Newsworthy?

It should be noted that if we are targeting the media, our topic should be newsworthy. We need to understand the media values if we want to get published. Different media platforms have different values. For the sake of this course, we will limit ourself to print media and online web outlets. 

Newsworthy topics can include announcements of special events, educational information, product launches, reaction to other news or something having a specified influence or effect. When you look at news this way, you will likely have a lot more ah-has about content that happens at your organization.

Select a topic by thinking not about what you want to promote, but what is important to educate people about. Releases aren't for you. They're for your target reader. What do you need to help others understand? When you focus on content that is important to educate your audience about, this will help you keep your focus on the facts, all while keeping the release material interesting and helpful for the target reader.

The Concept of Markeding ie marketing with an educational approach. When you approach communications from an educational perspective, it makes you useful in the eyes of the people.  If you are educating and helping people solve their problems, you create a community around you and that makes you powerful by supporting your cause.

Regular announcements about the services we offer to Muslim communities and broader Canadian communities as Eid Mela or Urdu Classes for Muslim Youth are equally important as ICNA Food Bank or the relief efforts and services we offered to Fort McMurray wildfire affected people. The constant press releases will boost our visibility among the Muslim communities as well as Larger Canadian public. Having your strong presence on the web is crucially important. 

 There must be a clear strategy to have effective content on the website to boost search visibility. Online press release topics could include our project news, educational thought leadership about a current event, educating people above and beyond what the media is sharing while linking your organisation to news that's being buzzedabout, sharing recognitions and communicating stories that help people understand your brand better.

Topics are defined based on purpose, and they can also be dictated by timing. Holidays, seasons, and other media news can drive topic ideas for press releases.