Press coverage is frequently disregarded in today’s competitive digital landscape, but it is a powerful tool for standing out. That news story about your company might be an exciting story that hasn’t been told before, and readers are always looking for more stories like that.
The more your news story is communicated, the more attention grabbing it is, and the more clicks, shop visits, and sales it can generate through press release marketing. You want to draw the attention of both small media outlets and large networks. Let’s not forget that positive press coverage is also great for search engine optimization — it can increase your visibility in search engine results, increasing your website’s traffic, customer base, and bottom line.
Press releases are not prepared with corporate websites in mind, but you may still publish them there (on the “Media” page, for example).
Remember that press releases are often shorter than feature pieces and tend to concentrate on facts rather than opinions. In short, a release is a synopsis of the tale you want to convey, with the most important information mentioned early in the piece and reiterated again near the end. The best way to start spreading a press release is by contacting your local city or town news outlet, and then going on to pitch national media outlets, if you think there is enough of an interest.
Maximizing the Use of Press Release Marketing
The skill of writing a press release lies in its ability to tell a story while still providing important information. You shouldn’t stray from the primary point by including irrelevant details, such as mentioning past revenues if the news story is about a new product launch. This method of sticking to “only the facts” helps a reader maintain concentration. Sticking to facts means it is easy to integrate a press release into different types of media formats. This does not imply, however, that the writing should lack in technique. It is important to refine your style, voice, and readability. Excellent copy will always make you stand out, and that is important when there are dozens of releases sent to a reporter’s inbox everyday. Include quotes wherever possible.
Create a Fascinating News Story.
Far too many businesses, without malice, put out press releases that will never get the attention of journalists or consumers.
Say, for example, you are launching a new clothing brand. When crafting your press release, don’t simply zero in on that. Instead, talk about how you changed course and started something new and innovative. Perhaps you launched this clothing brand amid a global pandemic. Why did the pandemic motivate you to start your firm in the first place? Is social upheaval the inspiration behind your trendy new line? Do you intend to start a new fashion movement? Is it true that merchants now use cutting-edge production techniques without sending customers into debt? Ask the deep and thought-provoking questions to evaluate the distinctive qualities of your brand.
Post often
If you’re not accustomed to writing a press release, crafting one that gets the job done might be challenging. Practicing this skill requires sitting down and doing it.
There are often a few distinct variants on each theme. Make a release if your company is announcing important information, such as a new HR initiative or a focus on inclusivity. Announce that your company is opening a second site or moving locations. The key to garnering consumer attention is to send weekly news story, receive comments from business associates, reporters, and editors, and write often. If you stick with it, you may earn the respect of the media outlets and even get regular coverage.
Use Testimonials
Let’s say you want to publicize an upcoming event for your firm but have little influence outside your nearby area. Include quotes from a well-recognized figure to increase the likelihood of a media outlet covering your topic. What a difference a good testimonial can make! Maybe that well-known individual can attest to how great it has been to collaborate with your organization and how many of their hopes and dreams have come true since they started working with you. To top it all off, that individual may be interested in praising your software, product, or service to others. Including quotes from well-known people is a great way to add variety and increase the material’s attractiveness.
Deliver the Products to the Press.
Remembering how many pitches a reporter receives in a single shift is important if you want to have your news story covered in the mainstream media outlets. In order to achieve your press release marketing goals, you must be spreading newsworthy information. The content must be noteworthy; provide the audience with something of value rather than filler content. Add value by including important information, photographs, quotes, videos, and more. It is also crucial to fact check your work and clean up any typos and grammatical errors.
Pick up the phone and talk to a reporter if you want to stand out amid the storm of negative press. Relationships may be developed by follow-ups conducted over the phone, email, text, or social media. When authors and editors begin to have confidence in you, a significant barrier disappears. Join one of the many press clubs, especially in larger urban areas, and use the networking opportunities they provide. While this won’t guarantee that all of your press releases will be picked up, it will much improve your odds and may even have you included in roundups with future business leaders.
Every Medium Matters
The winning ticket is, of course, a news story being highlighted on a major network. Of course, it’s a big deal if your story makes it into national television or is featured in a major magazine, but don’t forget that no matter how big or little, your news story deserves to be told. Get the word out about distributing your press release to as many places as possible, from professional journals to your mom and dad’s inboxes. The more people that are talking about your business. Newswire services (like Newswire.com and Prnewswire.com) are another option for getting the word out; they enable you to distribute press releases with visual media like photos and videos. For a more targeted approach, there are different types of press release distribution services. Choose a plan that works with your budget, with prices ranging from $100 (USD) to over $1,000.
Discover the tale, tell it, and expand your horizons.
Featured Image- Megapixl © Anyaberkut
