When should you send a media release to the press? If it's newsworthy and useful to the reader send it out.

When determining the need to send out a press release, there are many things to consider. There are no hard and fast rules, but as an online pr specialist the key thing the remember is to make sure that the release will be of interest to the reader of the publication you are targeting and is newsworthy. If it doesn't fit these two criteria, you're just wasting both your own time and that of the editor.

A good media release can do a lot for your business. It can be used to present information to the public, your investors, your customers and your competition about your activities.

To help you decided whether something is newsworthy we have suggested 25 ideas for media releases. Use it as a brainstorming tool for your own company. Depending upon your business type some of these tips might not fit your specific needs.

1. Announce a new product. - When businesses fill a need in the marketplace it's newsworthy.
2. Opening a new venue - Yes, even small businesses are news. If it is creative enough it could be national news, but every business opening is local news.
3. Tie your company in with a national holiday. - This is a great opportunity to get a message out. It can be Christmas menu tips, holiday cocktails secrets, or the sheer volume of hot cross buns sold at Easter, you can likely relate your business to a yearly event.
4. Winning an award or other special recognition. - Nothing sounds as good as success, so don't be bashful. Announce your success to the world.
5. Signing a major new contract - Whether your partnering with an industry leader or signing a new agreement with a supplier, it creates credibility.
6. Report the results of your own study, along with an analysis - The study provides fresh material for the media and the analysis provides the news angle you need to work yourself into the story.
7. Link in to a current controversy by commenting on it. - This method allows you to put your own spin on existing news and explain how your organization or the community is effected.
8. Commission a survey and report the results. - The media love public opinion polls. You can leverage your self as the expert in your field this way.
9. Utilize a national survey to your benefit. - If your business is effected by to a new survey you should use that to your advantage.
10. Create and promote a special event. - It shows your involvement in your particular industry.
11. Announcing new staff members – especially Chefs - This works especially well if the individual is well-known in the industry.
12. Involvement in community events and activities - People love to hear how companies support their local community.
13. Announce an upcoming sponsorship involvement or guest chef appearance- winemaker appearance at an industry event – being a guest presenter at an event is s a great way to position yourself as an expert.
14. Joining an industry association - Peer reviewed acceptance looks great and shows your dedication to best practices.
15. Awarding recognition to others - Honouring those outside your company, through awards such as "Supplier of the Year" or "Recruitment consultant of the month" you will attract positive publicity for both parties.
16. Commemorating a significant milestone - Whether you served your one millionth customer or have been in business for 10 years, it's a reason to celebrate.
17. Awarding a scholarship/apprentiships - Scholarships bring opportunity to individuals who might not otherwise have the chance to go to school, which is why it always brings good PR along with it.
18. Host a seminar, class, or workshop - This is another great way to establish yourself as an expert in your field while educating the public with your message.
19. Opening or remodeling your existing venue/showroom - Although it isn't major news, it helps position your company as moving upwards.
20. Other Media Appearances - Recent spotlights in magazines or in television programs can demonstrate your credibility to other media outlets, so you should let them know about it.
21. Announcement of new certifications received - Whether it's certification from the Organic Council of Australia or similar, the third party approval shows how your company is improving it's existing practices.
22. Recognition of Longtime Employees - Retaining employees says a lot about the quality of a business and it's business practices, so you should let the public know about it.
23. Customer's personal stories and testimonials - If your product helped someone out of a major bind, it's might be newsworthy. If they discovered new creative ways to use your product it allows you to feature the product in a new light.
24. Reports on financial earnings - Releasing financial information about your company can demonstrate it's strength, an attractive attribute to investors. ( business publicity only)
25. Your upcoming public appearances - Whether it's an industry tradeshow or the local growers markets, your customers want to know where you'll be.

Now – write the release and get it out there! You can do it yourself or hire the services of a publicist – depends on what you have to spend and your ability.