Amid the variety of announcements your company might be making, the opening of a new office location is one of the fastest ways to demonstrate increased growth and rising impact in a new market. While the decision to formally broadcast this information is dependent on larger company strategy, it’s imperative to seize the opportunity for a press release if it’s available to you. If you’ve been given approval to draft one, take a review of our tips to make sure you’ve positioned the news for success once it launches.
Identify What’s Different
A new market brings about new opportunities. Identify what exactly about this move is new to your company and will propel the next stage of strategic growth. While the simple announcement of a new location won’t grab the interest of the press, framing your news within a larger “why” related to your primary industry will demonstrate the effectiveness of your company’s geographic expansion in the context of a larger story.
Who’s In Charge?
This type of press release offers an opportunity to feature an executive on your team. Whether this person is new to your company or taking on a new responsibility, he or she will allow you to put a face to the announcement and discuss what the goals of this role will be once established in the new location. He/she can also give a quote using positioning points about the move that can be useful for the press while writing an article on your company’s expansion.
Don’t Forget the Address
We certainly hope this detail will make it in there eventually, but save yourself a copy-edit step and just remember to get, double check, and insert the correct address for the new location “above the fold” in your press release. It’s information that a reporter might not care much about, but your prospects and partners will want to know how to reach you.
Tailor Your Press Lists
Whether pitching yourself, or working with a firm, remember to contact your usual industry targets as well as business publications that cover the new location. This step involves a certain amount of research. You’ll have to find the appropriate contacts, look into their past work and typical beats, and understand how to position this new office for your company as part of a larger story. This might include points about industry growth, the expansion of a particular market in relation to a larger state or regional story, or the availability of what your company will bring to this city.
As you shape, draft, finalize, and release an announcement on a new office location, it’s important to work closely with the key executives involved to ensure a sharp presentation of your company’s position as you enter a new market. This type of release can achieve multiple communications goals if it’s crafted with attention to industry trends that go beyond a new address for your company. Once you get wind of the new location, it’s time to make your move!
Caroline Haley authors the column “Caroline’s Cloud” and is Vice President, Outreach & Operations for Milldam Public Relations.
