We’ve touted before the benefits of press release dissemination. Not too long ago, releases were considered a thing of the past, jilted in favor of social media and digital marketing. However, releases have experienced a resurgence in recent years due to the perceived credibility they offer compared to digital claims in an increasingly cynical world.
In fact, 44% of journalists say they trust press releases more than any other form of content, while just 3 percent say they trust blogs and social media more.
Unfortunately, the days of simply issuing a press release and—presto, instant coverage—are largely over, due to the huge amounts of information releases compete with for attention. This is why we’re offering six things you can do to help your next release get the notice it deserves:
- Connect to a trend. While a product launch is big news to your company, in the larger scheme of things it may not be viewed as feature material by your target publications. Instead of straight product news, press releases can earn greater coverage when they correspond with an industry trend or leverage a big news story as an angle. For example, a cybersecurity company can draw more attention if it issues a press release in the wake of a high-profile cyberattack when media are likely more focused on security topics, especially if it offers a solution.
- Cite statistics or findings. It’s a fact that reporters love the use of statistics since they serve to validate the points a press release is making. Such third-party stats from objective sources are relatively easy to find online. Further, companies that undertake industry surveys or research can also draw from obtained data for use in their press releases, not only adding interest but also augmenting credibility and thought leadership through report sponsorship. (Read our case study on how our client Digital Element teamed up with the Location Based Marketing Association to conduct an industry survey.)
- Personalize your pitch. In the old days (we know, we’re aging ourselves), press releases were distributed via mass email, with pretty much everyone getting the same content. These days, people are busier, and releases can’t just be “sent out” but must be pitched to individual reporters based on their specific interests and coverage areas. In fact, half of all journalists receive 1 to 5 pitches daily, making it essential to personalize the pitch that accompanies your release if you want it to get attention.
- Make it searchable. Just as you’re trying to get your press release into the hands of reporters, they’re also out there searching for news on their own. This is why you must simplify “finding” your release via wire dissemination, Google Search keywords, social hashtags, and more. This also broadens release accessibility beyond reporters to potential customers and partners.
- Issue news regularly. It’s likely that the first time a reporter gets pitched with your news, they may not bite for any number of reasons—your newness to them or their own bandwidth at the moment, for example. This is why it’s important to issue news not just once in a blue moon, but to proactively put out a steady stream to get and remain on journalists’ radar. Not only will you build familiarity with reporters over time (even if they don’t initially cover you), you’ll be top of mind when they’re looking for subject matter experts or story fodder in your category. Disseminating regular press releases also shows that your company is active.
- Use third-party endorsements. The saying goes, “Advertising is what you say about yourself, PR is what others say about you.” Including quotes in your press release from credible sources outside of your organization (think analysts or customers) can go a long way in gaining coverage and credibility.
Above all, press releases require two foundational elements: strong, professionally developed content and a solid dissemination strategy. Our team includes veteran writers who are skilled at helping you identify and refine your news as well as media relations strategists who know how to pitch it for optimal coverage.
Contact us today to get the most bang with your next news release endeavor.