Sometimes when you're running a business, you don't think you have anything interesting to say, but an appointment press release can be a nice bit of news for the industry and possibly local press. We just received this nice bit of coverage in a business magazine:
Some things to think about when putting together a release like this:
1. Think about the "so what?" Why would a newspaper run a story about this? Is it a well-known business? Will this appointment mean a new direction for the company? While this is news for your company, is it of interest to anyone else? Don't just write it and expect it to be printed.
2. Don't write reams and reams. One side of A4 is more than enough to explain everything unless it's a household name and true industry leader.
2. Always send an up-to-date photo. If it contains a logo, ensure it's the right one! I once was asked to send a headshot out for someone from their former job with their old branding!
3. Don't use company jargon - it doesn't mean anything to anyone outside your industry.
4. Don't send too many of these at the same time - it could send out the message that there's lots of staff turnover at your business.
5. Include a quote about what their plans are. Make it realistic - there's nothing worse than reading a quote which doesn't sound at all like the person quoted!
6. Explain what their appointment means for the customer. If the appointment makes no discernible difference to your customer, it might be one to send internally.
7. Think about who this person is replacing and whether you should mention them. If they're retiring, they might like to include a quote to wish their replacement well. If the previous incumbent is leaving under a cloud, then you might want to think about the politics of sending out a release.
8. You might want to wait until your appointment has passed their probation or until you're satisfied they're going to stay on. I was once asked to send out an appointment release and by the time it hit the newsstands, the person involved was working for the competition!