Should Your Company be Writing Press Releases?

Should your company be writing press releases? The short answer is yes. Contrary to popular belief, press releases have not fallen by the wayside with newspapers and print media. In fact, they have evolved into very formidable tools that can catapult your brand into the spotlight when done correctly. Now that we have established that you should be writing press releases, what does it take to adapt a release into a successful modern marketing and communication tool? Here are 5 ways a business can make the most out of press releases immediately.

  1. Avoid Common Press Release Mistakes

Some companies might believe that press releases don’t work; but more often this is due to some common mistakes made with a press release that can cause it to under perform. Some of the common mistakes made when writing press releases include:

· Not being newsworthy

· Too sales-foreword

· Too long, not to the point

· Forgetting to promote the release through other media channels

· Not appealing to busy media professionals

· Missing out on publishing a timely release

2. Include Imagery with the Press Release

Including imagery with your press release increases the chances of it being seen by reporters, and read by general audiences, after it is posted on other online sources. Imagery can be pictures, video, infographics, etc. Of course, images are eye catching, and as the old saying goes, “a picture is worth a thousand words”. Another reason why images are so important is because most people process images easier and quicker than text alone. Research studies also have shown that people generally remember information from images better and longer than reading text.

3. Write for the Search Engines

Whether or not a press release is picked up by the media, your company should still be using the release in your own media channels, website, and industry groups. Therefore, when you write a press release, it should include keywords and keyphrases that your target audience will use to search for your brand, your products or services. This will give your press release longevity, which will continue working for your brand even after the news of the release is old.

4. Build Your Brand Reputation

. Everything that we know about brand reputation has to do with building up a strong reputation to help prevent any negative media or negative press. It is always best to be proactive rather than reactive when it comes to a company’s reputation. Regular press releases can help build up a brand’s online and offline reputation.

5. Key Phrases

When companies look for a specific ROI, or return on investment, for a press release, it is often hard to quantify. However, that does not mean that you cannot measure the results and reach of a press release. In fact, media monitoring tools can help you gather data and measure some very specific results including the reach, sentiment, keywords and keyphrases used by your target audience, as well as the communications surrounding the release. Powerful media intelligence will help you learn about the reach and interactions regarding your brand in both online and offline channels.

Summary and Takeaways for Your Company

If press releases have not worked for your company in the past, there are plenty of tips in this article to help you understand why a press release might not have worked to achieve your goals. In addition, media monitoring tools, like those offered by Isentia, can help ensure your success through measuring reach. Our five key ways that will help a business be successful with press releases are to avoid common mistakes, include imagery, write with search engine optimisation in mind, build up your brand reputation through releases, and measure the results and reach.