News is meant to be newsworthy. There. We said it. If you can't get excited about your new product, service or feature, then how do you expect to get others excited?

Press releases and editorial content in general are opportunities to highlight the compelling advantage, the meaningful difference that your innovation or announcement is made to address. Too many of these - especially in the manufacturing sector - seem to be launched merely for the sake of having checked an action item off the list. We should keep in mind that in many cases, PR is believed to be more credible and convincing than advertising. Just because press should be balanced does not mean it needs to be devoid of perceived special value. The fact that your new widget spins twice as fast or weighs half as much isn't nearly as compelling as the fact that its faster speed reduces customer lead times or its lighter weight drastically reduces fuel consumption. You can celebrate the technical attributes internally - but to the world at large, please remember that it's all about the end benefit.