6 Effective Ways for Businesses to Publicize Good Company News

Public relations (PR) is just as much about bringing good news to light as it is mitigating bad news. Not only is proactive, positive PR a great crisis management tactic, but it can work wonders for companies looking to attract talent, build community goodwill, secure new partnerships or investors, and so much more!

Why Do You Need to Publicize Company News?

Brand awareness and recognition are some of the essential benefits you get when you publicize company news. Improved brand awareness will help consumers recognize you and potentially become future customers. Part of the key to staying top-of-mind with consumers is securing a steady stream of media attention—for the right reasons. These might include hiring announcements, major company initiatives, cause marketing campaigns, buzzy partnerships, and other similar newsworthy stories. Each type of news brings community goodwill and a positive perception to your brand.

How Can You Create a Larger Impact Through Publicity?

Following are some techniques you can use to publicize good company news, which will lead to better brand positioning and improved financial health. 

1. Posting Updates on Your Websites

Your website is an example of “owned media.” Unlike media publications, you have full control over the content that is published there, so plan to take advantage! 

Two significant benefits come from publishing corporate news on your website. While it might not reach a new audience, it is helpful for SEO and increasing website clicks. It’s simple to direct traffic to other portions of your website, such as your products or services if someone is already on your site reading your latest press release or blog post. In today’s world, where digitization has become crucial, search engine optimization is essential for brand awareness. 

2. Share Stories with Your Stakeholders

Stakeholders include all individuals who may have a direct interest in your business and those who the business functions impact, including customers, employees, investors, partners, vendors, and your board of directors. They often want to learn about your positive company news, upcoming proposals, and future ambitions. These people can also aid in organic word-of-mouth marketing, which remains a highly effective form of publicity. Consider sharing your story with stakeholders through direct mail, email newsletters, or company portals.

3. Take a Multichannel Approach

Today’s audiences are fragmented across many channels, from dozens of social media platforms to multiple news outlets. That means that, in order to effectively publicize company news, you’ll need to take a multichannel approach. 

Unless your company is quite large with an extensive staff, you won’t be able to cover every channel. Consider which channels in which your audience pays the most attention then focus your efforts on publicizing company news in those locations.

4. Tell Loyal Customers First

Customers that are repeat purchasers or are part of your loyalty program want to feel special—so tell them your good news first! You can use owned channels like your newsletter or a subscription service to publicize company news to these individuals a few days before you share the news with the rest of the world. This will actually build even stronger customer loyalty, as these folks will feel a greater bond with your company thanks to their special treatment. You can also use this as an opportunity to offer special loyalty member discounts or early sales!

5. Publish Press Releases

The traditional press release still has a lot of value, even as newer methods of audience engagement are expanding and taking center stage. The tried-and-true technique for informing the world of announcements is a press release, and this method continues to create traction for all types of companies. Press releases are a reasonably cheap way to share your news with the public and establish connections with audiences you might not otherwise have. A strong press release that enables keywords can also enhance your website’s traffic and SEO.

6. Social Media is a Necessity

You may quickly establish a connection with your target audience through online channels like Instagram, Facebook, TikTok, LinkedIn, Snapchat, and beyond. Compared to other types of communication, social platforms like these have better exposure to the target audience and create a more intimate-feeling relationship thanks to the ability to comment, DM, and chat in real time. 

Social media channels assist you in receiving feedback from your audience promptly. Additionally, as owned media channels, they enable you to be creative when publicizing company news, especially good news that is not always deemed “newsworthy” by larger outlets. Therefore, it is essential to take advantage of the chance to share firm news via these types of channels.

Get Started Publicizing Your Company News Today

As discussed earlier, It is imperative to publicize company news—especially positive news—because these efforts can improve brand awareness, customer loyalty, public opinion, and internal sentiment toward the business. Whether you hire a third party to handle your PR needs or take it on internally, be sure to maximize this critical aspect of your public relations strategy.