New management is often the starting signal for a fresh course. Whether it involves a reorganization, repositioning, or international growth, such a change is newsworthy. And how do you make sure that news actually gets picked up? With a strong press release. But one that goes beyond a standard announcement about the appointment of person X.
Tell the story behind the change
A change in management is rarely a coincidence. There is often a clear strategy behind it. Maybe your company is experiencing a growth spurt, or you want to become more agile in a rapidly changing market. Whatever the reason: that's exactly what journalists find interesting. So don't just focus on who the new names are, but especially on what their arrival means for the future of your organization.
The most common mistake with this type of press release? Too much emphasis on resumes and too little on context. Yes, it's relevant that the new COO previously worked for an international player. But more importantly, what do they bring now? Does the management need to expand due to new markets? Is the course being shifted towards sustainability or digitization? Mention it, explain it.
Make it personal & structured
Quotes from board members or involved shareholders give the press release color. But avoid woolly statements like "We are delighted with this strengthening of our team." Choose instead for something with substance: "With this new management, we can accelerate the automation within our supply chain." That says something. That stands out.
Use the inverted pyramid for structure: the core at the top, then depth. Start with the news: what changes are occurring in management, and why now? In the following paragraphs, provide more background: who are the new people, what is their expertise, and how does this fit into the broader strategy of the company? Include practical elements, such as the appointment date, short bios of the new management members, a quote from a relevant executive, a link to the company website, and a brief company history. And yes, a good high-resolution photo works wonders for the chance of publication.
Give journalists a reason to publish
A strong press release reads like an article that could go straight into the newspaper. Keep it factual, to the point, and relevant to the target audience. Consider the journalist's interests: why would they bring this news? Is it part of a trend? Are there broader economic or social implications? If you do that preliminary work, the chance of placement significantly increases.
A nice example is Boerschappen, one of our users. When Boerschappen announced a new management team earlier this year via Presscloud, it resulted in a lot of publications (BredaVandaag, Biojournaal, FoodPersonality, Distrifood, Twinkle, Duurzaam Ondernemen, RetailTrends and FoodClicks). They can check off the entire checklist in this blog: all the necessary facts, beautiful personal quotes, a good photo, and a clear vision.
Is this topic also relevant for you and do you want to maximise the impact of your campaign? You can always reach out to us by sending an email or by requesting a demo!
