It then goes on to offer quotes that highlight why consumers should care, which food industry journalists can take to mean their audiences will likely care as a result. For example, the post-merger brand, Keurig Dr. Pepper, offers a quote from its CEO telling consumers the change will mean the company can “satisfy any beverage need or consumption occasion—hot or cold, at work or play, at home or on the go.”

In offering these points, Keurig does an exceptional job of defining their audiences and answering “what’s in it for me” for both. This means journalists are more likely to cover the story because the release offers a newsworthy angle no matter who the reader is, be it company investors, employees, competitors, or consumers.

Bottom Line

Journalists are often working on tight deadlines; they need stories they can immediately recognize as newsworthy and can easily and quickly be researched and covered in a timely manner. This means that, while the press release should be short and objective, it should provide plenty of resources to captivate journalists and help them explore the topic. Some ways to offer these resources include multimedia, links, and quotes to support the stated newsworthy angle.

Writing a great press release can be overwhelming for a small business, but the good news is that there are services that can help. For example, for just $100, eReleases^[5] will let you collaborate with a professional press release writer to craft your release. Visit the eReleases website^[6] to learn more about its press release writing services.

Visit eReleases^[7]

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