Announcing a New Business Unit

Various company events might trigger the creation of a new business unit. One company might acquire or merge with another. A restructuring might cause the creation of a new division. There might be a reason to spin off a division and incorporate it. Whatever the reason, the occasion deserves announcing to others in the business community. Company owners often see the creation of new units as opportunities to gain valuable publicity for the organization.

If your business has a new division or subsidiary, write your own press release announcing it and send it out to media in your industry. Refer to the website of PRNewswire and other sources for examples. In writing your press release, follow the guidelines of the Associated Press Stylebook, which is available online and in bookstores. Some online services such as PRLog will distribute your press release at no charge. Others will charge a fee.

You might want to make a bigger splash by creating a press kit and sending it out to selected business or finance journalists who cover your industry. For maximum impact, you could use the occasion of an industry expo or conference to announce your new business unit and to encourage press coverage by handing out press kits to those reporters present. Include appropriate printed matter such as a press release, statistics and biographical summaries. Press kits often contain photographs and commercial artwork that can be reproduced in magazines and newspapers. Use your imagination and make your kit one that will encourage reporters to write stories about your new business unit.

You and other leaders at your company could contact civic, economic development and other organizations in your community and volunteer to make a presentation at an upcoming meeting on some current topic of general interest. The organizations might have subjects to suggest. You shouldn't turn the presentation into a pitch about your new business unit. The presentation could, however, be relevant to your company's business. At the end of the presentation, you could devote a minute or two to announcing your new unit. Clear this with your host in advance.

Use your company's website to announce the formation of a new business unit. Feature the news on your home page. If you have an email newsletter on your website, use it to send your press release out to subscribers. Entice website visitors to subscribe by offering something of value -- an information product such as a tip sheet on some popular subject, for example. Send a press release along with the gift.