Knowing when to pitch news to local media and when to self-publish takes thoughtful consideration. Not all company news is newsworthy. Some updates will interest a local reporter, while others are better suited for a company blog, social media or email. In this article, we’ll help you understand how to share business news in Whatcom County.
Research first, then contact a reporter
Read business news articles written by local reporters so you can better gauge which stories are newsworthy. By reading local news, you’ll soon realize which media outlets publish business news, and you’ll have a better understanding of the types of stories they cover.
News that gets media attention
Reporters often look for stories with wide appeal that impact the community or reflect a trend. If your business is expanding, opening a new location, being sold, or closing due to retirement, local media may be inclined to cover it.
If your business lands a significant government contract that creates jobs in Ferndale or Lynden, or if your business introduces a groundbreaking product, launches a green initiative or starts a major community program, the media may be interested.
Those examples may warrant submitting a press release or calling a reporter at Cascadia Daily News, The Bellingham Herald, Lynden Tribune or Ferndale Record Journal.
Publications like WhatcomTalk and Business Pulse magazine often step up to publish a different level of business news, such as new hires and promotions, fundraising events, contests and awards.
Self-publishing for brand-focused updates
For updates that are valuable but not likely to be of broad public interest, self-publishing on your company’s blog or social media can be more appropriate.
Regular updates such as the launch of a new product, seasonal promotions, new hires, behind-the-scenes stories and fundraising events work well on these platforms. These are the kinds of updates that customers and followers already interested in your brand want to see.
If your company upgrades its equipment, hires a new staff member or needs to announce holiday hours, this may be interesting to your audience but most likely will not be media-worthy. A blog post introducing the new hire or an Instagram story highlighting office upgrades can keep your followers in the loop without needing media attention.
These types of business news are good examples of “drip marketing” and positive, proactive public relations.
Using digital channels to share self-published content
After publishing a story on your blog, make sure to share it through social media and email marketing to reach a wider audience. Updates about new products, seasonal sales or customer success stories make great blog or social media content.
Consistently share updates on your own channels to help build a library of content that shows your business’s personality, values and daily activities. When shared regularly, this approach can keep audiences engaged with your brand between larger newsworthy announcements.
How to leverage media coverage with self-publishing
If your business earns press coverage, maximize its impact by sharing it widely. Post a link on your blog to establish credibility and boost SEO. Share the article on social media platforms, adding a short summary or your own insights to engage followers. Include the news in email marketing to further extend its reach and reinforce your brand’s reputation and trustworthiness.
When in doubt, ask for help
Still questioning whether your company’s business news is worthy of a press release or if self-publishing is the path you should take? Reach out to Patti Goethals Rowlson at Bellingham PR & Communications. She has been helping Whatcom County companies share local business news since 2019. An exploration call is complimentary.
