In a time where technology allows for instant access to content, journalists and bloggers are always looking for a new story. For many years, press releases were a solid channel for sharing company news and receiving free publicity. Nowadays, the chances of small businesses gaining coverage through press releases are dwindling. According to a report conducted by Muck Rack and Zeno Group in 2018, approximately 53% of journalists surveyed in the United States don’t look to use press releases as new story topics. However, just because the reported numbers are down doesn’t mean your business should nix the channel of press releases completely. The way we look at it, these numbers tell us that journalists are bored and that there is an opportunity to revolutionize the tired, traditional process of writing press releases.
So how can your business capitalize on this opportunity? Mix in the new with the old.
Step 1. Establish the goal of the press release.
Press releases need to be drafted with a goal in mind. What news are you trying to spread? Are you actually sharing something newsworthy or are you writing just for the sake of writing? Take the time to plan out what you want the press release to achieve and then determine whether it makes sense to push it to media outlets or if should it only live on social media or your website.
Step 2. Write with your audience in mind and provide value.
Targeting the right audience can make or break your marketing efforts, and press releases are no exception Keep your audience in mind when writing. Consider their language, the value they will receive from your business – or highlight it if they are not aware of it! – and make it known that your business cares. To take targeting one step further, segment press releases based on your audiences when considering what media outlets or platforms to share with. Writing a press release for the launch of new tech? Push to technology-focused bloggers and post on LinkedIn targeting users you know would benefit from your services.Step 3. Tell a story.
Out with the bland, in with the storytelling. While there will be some releases that need to be “just the facts”, take the time to get a little creative with your writing. Think of how social media is used to share the news but in an engaging manner and try replicating a similar narrative for the release. Readers will retain the message – and your brand – better when they can associate a feeling with the content.Step 4. Include infographics or media assets.
It’s no surprise that attention spans are changing in the age of technology. According to Wyzowl’s descriptive infographic, the attention span of an average person lasts about 8 seconds. When it comes to information, humans are gravitating more toward descriptive visualizations in a clean-looking format or watching short videos. To mix in new with the old, consider infographics or adding media assets to the press release. Capture the focus of the readers and entice them to continue by offering more than just black and white text.