Are you one of those who think that press releases are doomed?
We suggest you rethink your statement. Let us explain why should you take into considerations releases in your communication strategy.
Whether you have a small business in IT, fashion and so on, you will always have something new to show off; whether you open up your dream restaurant, or you just had your very first exhibition, you want to tell your community and future customers everything about it. That’s how and why press releases come in handy.
But don’t start writing yet. Before you decide to sit at your desk and take over the world, make sure you filter the information.
- Think about what is newsworthy and analyze the angle you want to play that card.
Think of press release as a way of communicating with the community you have built around your brand. Use your voice and tell them briefly ( no more than one page), clearly and sincerely about your business updates. Make this updates sound like a compelling story by explaining how this news will impact them and the world.
- If you have in mind the news what you want to share, you have to ask yourself: is it relevant?
It is important to note that press releases must be sent only when there are business updates to share. Many companies do the mistake of writing ”no news” materials. Your audience will see your inauthentic behavior and they will cut you loose quicker than you could say ” dead on arrival”. If you have something worth mentioned that can be announced through social media and have which has the same impact or even more, it’s recommended to use your channels; whether we are talking about Facebook, LinkedIn, Instagram, Twitter (and so on) or a combination of them. Keep the good relations with journalists for when you will have something big or more complex that needs to be shared using all the communicational instruments.
- If you checked the points 1 and 2, it’s time for you to write THE press release you had in mind when you first clicked on the article.
One of the most important factors that need your attention is the classic structure. Now that your press release has something old, it’s time for something new and borrowed – the tone. Due to the internet era, your release will become content and automatically news so triple check it and make sure you send the right message.
Don’t forget: use all the channels your audience does. Always Be Where Your Audience Is!
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