One of the differences between traditional PR and Marketing PR is that Marketing PR requires that you send more press releases than once a month – sometimes two or three a month, or more. While the practice of sending "Marketing" press releases results in more qualified sales leads and higher site rankings on search engines, it also forces you to think of more ideas to write about. So it is no surprise that a common question our HRmarketer media relations team gets is, "I can't think of any ideas for a press release. Can you help?"
Every company has an abundance of news, but most don't realize it. Mining your call center or web logs for most common client needs/requests (e.g., trend data) is a fabulous way to uncover ideas for press releases or research reports. And it's a lot more interesting than a release on your latest "new hire". The same goes for surveys that can also be the basis for a research report that can be used to collect sales leads via your marketing press releases.
I came across a great example of this while reading yesterday's San Jose Mercury News. In the business section, there was a blurb titled Miami vice: Miami talks. And talks. And talks. that read:
A Verizon Wireless study found that its customers in Miami make and receive more calls than any other major U.S. city. Other cities with the gift of gab include Los Angeles, Detroit, El Paso and Las Vegas. San Jose ranked No. 12 with the average customer making and receiving 221 calls each month. San Francisco customers didn't even make the top 30 list. The study's all-too-obvious goal was to show that people are still using mobile phones for talking instead of all the other applications possible.
Survey results make a great press release. The media (and the news consuming public) love this type of information. These types of releases are also a great way to position your company as a thought leader and/or expert in your field and increase your chances of being tapped as a story source in the future.