How to Get the Most Out of Your Press Release

While press release may no longer be the primary way for sharing firm news in our current world, they are still tremendously potent marketing tools that you should take advantage of.   Whether you want to promote an event, inspire discourse about your company, or convey a message to the public about notable company advancements, press releases can bring enormous value through their capacity to reach new consumers and generate debate.  Because of this, smart press releases should be a lynchpin to any public relations plan.

A quick and fascinating press release will share your company’s recent developments with the globe, bringing you to the forefront of every conversation.  On the other side, a mistimed or poorly executed press release will likely create more damage than good.

If you do not handle your press releases properly, it is doubtful that they will ever reach your target audience, which is a loss of a fantastic opportunity to grow your reach.  Not to mention, a tremendous waste of money.  Below, we will explore when you should produce a press release, how to best use it, and give basic recommendations on best practices.

When to Write a Press Release

A growing, competitive business will have several chances throughout the year to write a press release. It’s important to keep in mind though that not every small thing is news release worthy. That said, you may be surprised by all the seemingly insignificant events you missed out on that would have been perfect chances to utilize a press release. Such events include:

• Important new updates to product or service – Keeping your customers or potential customers in the loop about updates is important for any business’ success. For example, Apple sends a press release every time their OS is updated. Included in the press release is information about bugs fixed, new features of the operating system update, and the reason behind the update.
• New differentiating factor that sets the company apart – If your business has created something groundbreaking that distinguishes itself in the market, whether it be a feature, a product or something proprietary, capitalize on this achievement by sharing it with the public!
• New developments – If there are new developments to the product or company itself, let the public know by building up the talk on how these developments will make the company even better.
• Significant new hires – A new hire, especially from another successful company, is a great way to signal that your business is composed of the best and brightest talent. In Hollywood, the trades will regularly discuss an agent moving from CAA to WME or a big-time producer joining a new company. Naturally, this generates speculation about what they will add to the team or the new way they may be taking that company. 
• Significant changes to product or service offering – If you are greatly changing your good or service, especially for the better, it is important you let your customers know. To foes within the market, it will signal that you are forward-thinking, a leader, or an early adopter to new tech.
• A new partnership with another business or organization – If you are working with another business or group for a new product, social justice cause, or combined product deal, let the public know. If you don’t share this information, you’re doing both of your businesses a harm. After all, the whole point of working together is to try and turn the other business’ customers into your own as well.
• Setting the record – There are instances when you need to clarify information or have it on record, but it is not always something you would pitch to the press. Issuing a release is an excellent approach to make this information readily available to people online.

The Substance of the Press Release

If you want to get the most out of your press release, make sure it is both newsworthy and readable. Here are some tips for making your press release more effective:

• Seize the reader’s attention with the headline – The majority of readers never move past the headline. like a result, like with any article or proposal, a compelling headline is essential. Ideally, it should pull the audience in while also summarizing the press release’s main points. Avoid clickbait or Buzzfeed-style headlines, as most readers have become jaded as a result of firms misrepresenting their audience. Making a bold claim in the headline and then contradicting it throughout the release does not sit well with readers.
• Include quotes – If you want to increase your credibility, quotes from high-level sources or trusted industry leaders are important. Your audience is far more likely to believe you if a known figure adds their thought to the matter.
• Keep it simple – Do your best to avoid business jargon or technical language that your audience might not understand. If that is inevitable, do your best to explain this lingo in layman’s terms. Press statements should be able to be read by an industry expert, as well as a person who has never heard of your service.
• Keep it concise – Press statements are not novels. They should grab the audience’s attention and quickly tell them why this release matters. If a reader sees a wall of writing, they are far less likely to read it. As a general rule of thumb, a news release should never be more than a page long. If a reader needs more information, they can reach out via the contact info found in the release.
• Use visual content – Video, pictures, and infographics help you tell your story clearly. The human brain handles visual information at a much more rapid rate than it does translating text. By sharing essential information, statistics, and data in a visual way, you can emphasize points while enhancing readability.
• Create a pitch – When reaching out to editors, you should write a media pitch that quickly sells the story and its relevance to the editor. This pitch should include succinct details of the story and explain why it matters to that publication’s audience.
• Use Link Building – In recent years, more distribution platforms have employed no-follow links, but for those who have not, press releases are fantastic means for building brand knowledge and increasing SEO presence. If allowed, add links to your news release that readers can click on to find out more about your company or product. By adding this landing page, you also increase the likelihood media outlets will link back to your goal site, thus helping your position in the SERPs.

How to Leverage Your Press Release

Now that we’ve covered how to write a press release and what to include within them, let’s take a look at a few tips that will help you get the most out of each release.

• Plan ahead – Don’t wait until the last minute, especially since news releases can build up hype and stimulate conversation.  By planning well in advance, it will allow you time to lock in all the required approvals and quotes, as well as adequate time to pre-pitch the release to editors.
• Make sure it is, in fact, newsworthy – If your release does not touch on any of the points above, then there should be a good reason behind the statement. Ask yourself, “Will this release excite people within the industry? Does it give value or speak to current industry trends? Would it serve my interest better if it was released on the blog/press section of the website?” Simply filling the air with noise is not the right way to go about press releases. If that becomes a habit, readers will eventually just ignore it, expecting fluff.
• Focus on point pitching – Point pitching is where you will get the most reaction from press. Before sending over the wire, focus on your point pitching. If the release is already live, there is no “exclusivity” to it, and it will be unlikely to garner the same amount of attention and traction with editors.
• Find the right editors to point-pitch your release – Create a list of editors who are the right fit to tease and cover the press release.  Certain editors have built-in audiences that are ideal for one type of press release, but not a great fit for another.  If you do generate interest, you can send along the whole release kept under embargo prior to distribution.

Conclusion

When done effectively, press releases are valuable means for sharing fresh and vital information within the business and to potential clients. By maintaining relevance and readability at the forefront of your thoughts, you’ll ensure that you’re getting the most out of each and every press release. For more information about press release you can visit softechstudy.com.