This Company Reorganization Announcement Workflow will support you in writing a press release in the following situations:

  • Your company is reorganizing itself, which may result in job cuts, combining or shutting down units, or a management shuffle.

When you click Next> on the bottom of this screen, you will enter Publiqly’s Company Reorganization Workflow, which will show you how to write a press release using Publiqly’s five-step workflow structure. Here is a link to Publiqly’s Resource Page where we explain this structure a bit more in outline form.

Picking the Right Workflow
Publiqly’s workflows are tailored to meet your needs in specific situations, so we recommend you choose your workflow with care. Here are a couple of alternative suggestions:

  • If your company is selling or divesting a unit, click here.
  • If your company is selling itself to another company, click here.
  • If your company has a joint venture/partnership with another company, click here.

If the Company Reorganization Workflow is the right workflow for your needs, let’s get started…Click the Next> button below.

 

STEP 1: PREPARATION

Preparation is everything when writing effective press releases. In this step:

  1. We help you gather all the relevant input from your colleagues and outside sources. These are the Building Blocks and the key part of preparation for creating a press release.
  2. Start by downloading two important documents that you need to write your company reorganization announcement.
Building Blocks, How it Works

As you can see, the questionnaire that you just downloaded is split into two sections: Facts and Narrative. These are the two key Building Blocks we distinguish when writing press releases. Understanding the difference between Facts and Narrative is key to using Publiqly’s platform. Here is a link to our resource page where we dig into our Building Blocks some more.

It’s worth noting here, that we color code all Facts in green, and all Narrative in blue. This holds true for both our questionnaires and templates.

The Questionnaire provides you with all the questions you will need to ask your colleagues and other sources. In the Facts section, you find basic questions about your company’s reorganization. The Narrative questions are aimed at gathering additional information about your reorganization that you can use to turn your announcement into an actual story with news appeal.

Action Item: Start collecting your building blocks using the questions from the Questionnaire.

Click on the Next> button below to see how Publiqly teaches you to use the Building Blocks to fill in your template and start creating your press release.

 

STEP 2: FINDING YOUR TARGET AUDIENCE

Finding a News Hook that resonates with your Target Audience is probably the most important part of your press release. If you can create a successful hook, you are more likely to garner interest from the media. Just announcing a company reorganization is not enough of a hook. You should ask the question: Why should anyone care?

Target Audience:

Remember that you’re not writing this press release for yourself. Ask yourself “Who are we writing this for?” Also ask if your audience will care about your company’s reorganization? Your target audience could be your local customers, future employees, business partners, investors, suppliers etc. Each audience requires a different approach, so it’s crucial to zoom in on our key audience in the early stages of writing your press release.

News Hook:

Company reorganizations happen every day. So your job is to tell readers why your announcement is more important than the others out there. Reorganizations can take many different forms: job cuts, management shuffle, combining units etc. Your job is to find the most positive news and lead with that. Use one of the following two ideas to make the press release more interesting to your readers:

  • Names Make News. Perhaps your company’s reorganization involves the promotion of a well-respected executive. Maybe he or she will now be managing a larger combined division of your company. Be sure to highlight why he or she is well-respected and explain what their strengths are, why this person will be leading the new division.
  • Compare Past to Present. Maybe your reorganization is the result of the fast expansion of your company or a particular unit within your company. Perhaps two industry sectors are becoming more relevant to each other and that has forced your hand to consolidate two divisions. (Think the land-line telephone industry and the cable TV industry. They used to be completely separate industries, now phone companies offer TV entertainment and cable TV companies offer phone services.) What has changed in your industry that you are at the forefront of?
  • Tie Your Announcement to a Trend. Is your reorganization part of a new environmental trend or a hot new emerging market? (See the cable and phone industry example above.)

Action Item: Choose a viable News Hook now and make sure that hook will resonate with the Target Audience you’ve decided to go after.

Be sure to take a look at Publiqly’s 10 Most Powerful News Hooks page here for additional ideas.

 

STEP 3: WRITING THE TOP

In this step, we will show you how to write the Top of the press release: the headline, the 1st paragraph (also known as the lead) and the 2nd paragraph. The Top of your press release is the most important part of your announcement.

Writing the Top
    • The Headline: We recommend writing your headline using the simple structure of Subject, Verb and Object and writing it in the present tense. In the case of a company reorganization, your company is the Subject, “Announces” is the Verb and reorganization of units is the Object. These are all Facts building blocks. You can add some Narrative to the tail end of the headline. Here is an example of a company reorganization announcement headline from a fictitious company King Key Makers Inc.:
      King Key Makers Announces Corporate Reorganization to Focus on Digital and Next-Generation Keys

Action Item: Plug your headline into your template now, following our example above.

    • First Paragraph: This is where you rephrase the headline in the form of a full sentence. Remember press releases are top heavy — lead with the news and don’t bury it. Check out our Pro Tip on the bottom of this screen to make sure your announcement is newsworthy and interesting enough to read. Here is an example of the first paragraph of King Key Makers’s company reorganization announcement:

      King Key Makers Inc., the largest maker of keys and key rings in the U.S., announced today that it is reorganizing itself to focus on the growing market of digital and next-generation security products.

Action Item: Plug the most Facts into the first green section of your template now. Use your Narrative building blocks to add some color in the blue section of the first paragraph.

    • Second Paragraph: The second paragraph is where we offer Facts details that back up the first paragraph, include more features and “bells and whistles” of your reorganization. But then we quickly introduce some more Narrative and begin to explain why these benefits are important to your customer. Here is an example of the second paragraph of King Key Makers company reorganization announcement:

      King Key Makers manufacturers traditional keys for all kinds of security devices from cars to doors to cabinets as well as colorful key rings to hold them. Currently less than 5 percent of doors are opened via wireless devices, a percentage expected to jump to 90% in less than a decade years as wireless devices, smartphones and other technology begins to replace traditional mechanical keys and security devices..

Action Item: Begin plugging in your Details details followed by some Narrative.

 

STEP 4: WRITING THE BODY AND THE BOTTOM

In this step, we help you write the Body of the press release — the third and fourth paragraphs, as well as the Bottom of the press release.

Body: The Body of your announcement will put the news into context and explain how the news fits into the company’s story, how it plays into trends and why readers should care. Here you’ll circle back to the original Narrative you touched on in the headline and first paragraph.

  • Third Paragraph: Here you’ll place a quote from your company’s chief executive officer or another high-level executive that backs up the importance of this company reorganization. This quote is almost entirely Narrative and is colored blue in the press release template. Here’s our example of a third paragraph quote from King Key Makers’ CEO:
    “Everyone at one time or another has lost their keys, broken their keys or had a lock jam,” King Key Maker Chief Executive Officer Dennis Llave said. “We are turning our focus to solving these problems digitally with consumers’ smartphones and the technology that is ever-present in our lives. Technology is here to stay and we will be at the forefront of this next-generation digital security revolution.”

Action Item: Plug your Narrative into the blue section of the third paragraph.

  • Fourth Paragraph: This is where you put the news into context and elaborate on how the company reorganization plays into market trends and/or fits into the company’s overall strategy. The third paragraph is almost entirely Narrative, backs up your first paragraph, and answers the question “Why is this news is important?” Below we continue our example of King Key Makers Inc. and the third paragraph puts its company reorganization announcement into context:
    The key making industry annually has generated about $3 billion in annual sales in the U.S. Front door locks are expected to go the way of vehicles, all of which have keyless entries nowadays. Nonetheless, many owners want keys as backup in case batteries fail or the devices are lost or stolen. King Key Makers aims to make keys that can provide both wireless entry and a backup in case they are locked.

Action Item: Plug your Narrative into the blue section of the fourth paragraph. Remember this is one of the most important paragraphs of your sale announcement and should focus on why this news matters.

Bottom: It’s worth noting that many people writing press releases feel they have to jam-pack their release with lots of facts, quotes and extraneous information. Simply put, your announcement needs to be short and sweet and catch a journalist’s eye. If it’s too long it will be ignored. Six paragraphs are all that you need.

  • Fifth Paragraph: More Narrative. The fifth paragraph explains other reasons why the news is important and continues the Narrative and expands the story. The fifth paragraph follows the same line of thinking as the fourth paragraph and expands upon it in more detail. Continuing our example of King Key Makers’ company reorganization, you’ll see some more Narrative about why this announcement matters:
    King Key Makers will combine its lock and key units into one division. All sales, marketing and R&D staff will be under the company’s newly formed Digital Security unit, which will focus on industrial, home, and office security systems.

Action Item: Plug in more Narrative to the fifth paragraph of your template.

  • Sixth Paragraph: This is where you place the final wrap up of details about the company reorganization. Here you may introduce a final detail about the reorganization itself, as well as the logistics of launch and/or delivery. This section is the final Facts section and it’s often a good idea to wrap up this section and the entire press release with a wide and sweeping pithy quote from your main executive that is forward-thinking and installs a call to action to the customer and reader eg, reminding them when they can buy your new product! This section is green in your downloaded template. And, finally, we wrap up our example of King Key Makers’ reorganization with some closing facts and a fun quote from our fictitious CEO Dennis Llave:
    New retail products featuring Wi-Fi, Bluetooth and other wireless systems will be available from King Key Makers by Nov. 15, in time for the holiday shopping season. Be sure to look for them at all major retailers in the U.S. King Key Makers’ reorganization will begin taking place immediately. About 25 employees, mostly in the company’s key and locks division, will be laid off. “King Key Makers’ 85 years in business has given it the knowledge to understand customer needs,” CEO Llaves said.  “Digital Security is the future and we are already perfecting our expertise.”

Action Item: Here you should plug the final paragraph into the bottom green section of your template.

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