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This media release made news...Here's why!

Nicole Laidler • Apr 06, 2021

This media release made news...Here's why!

Last year, London's Advanced Composites Training asked me to write and distribute a media release about the company's involvement with the MARS rover. This March, the company was back - with a request to publicize their use of augmented reality in their training programs.

I was happy to oblige, and even happier when the release was immediately picked up locally by London Inc. magazine, London Economic Development Corporation, and Tech Alliance, as well as several international trade publications.

Media releases are always a bit of a gamble, but here are three reasons why this one was a hit:

1. ACT is the first in the world to use augmented reality in advanced composites training. A world first is always newsworthy.

2. As shutdowns stretch into year two, stories about companies pivoting in order to survive the global pandemic are trending. This story features cool technology to boot.

3. ACT provided two great photographs that show how the technology works. Even though this is a tech story, you don't need a science degree to 'get it.' (And supplying images made the editor's job that much easier.)

So, the next time you are considering investing in a media release ask yourself these three questions:

Is my news truly newsworthy?
Is my news something the general population might be interested in learning about?
Can I provide print-ready images, videos, or other visuals to enhance my story?

It was exciting to help this London company receive some well-deserved media attention. I can't wait to see what they'll be up to next!

Nicole Laidler is a freelance reporter, copywriter and content creator, serving clients in London, Toronto and throughout Southwestern Ontario. She helps people grow their success, one word at a time.

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