Use PR to fully leverage this often-underused tool
Ah, the dreaded press releases. Over the years, we have come to rely on them, hate them and frequently declare their demise. Nonetheless, news releases remain a crucial instrument for media relations efforts. Since it is clear that you have to use them, you may as well get maximum impact and reach from your press releases.
Many companies write a press release and then forget about it once the pitch or event is over. If you are sitting on several years’ worth of press releases, it’s time to learn how you can repurpose them for increased visibility and influence, and PR experts can show you the way.
- Customer letters. If the press release did not result in news coverage, it’s possible that your customers are not aware of your announcement. You can change the format and use the information in the press release to update customers about the new and exciting activities and accomplishments going on at your company.
- Blog post. It can sometimes be difficult to keep developing fresh ideas for regularly scheduled blog updates. You can use a quote from a press release to expand on a topic and offer more information for your own blog or even turn it into a guest blog post in an industry publication for your CEO. Blogs are a great way to demonstrate thought leadership.
- Videos, PowerPoint presentations, etc. When you have important news to share, it is vital to release it to all key constituents. A news release is great for journalists, but you may also need to inform employees in other locations, shareholders or vendors. You can use key points from a press release in a seminar or turn supporting images and graphics into a video for your YouTube channel.
- Social media posts. With so many types of social media platforms, the possibilities for repurposing your press releases are almost endless. For instance, you can use them to create content for your Facebook or LinkedIn page, Tweet vital facts (such as 10 days of “10 things you didn’t know about our event”) and use visuals for Pinterest or Instagram.
- Podcasts. These can be very effective for developing a visual component from your press release. For example, you can interview the CEO about your news and even make this technique part of an ongoing series.
Points to remember about writing press releases
Only use them for newsworthy information. Not all press releases are successful in attracting media attention, but they must still be interesting news that will appeal to the news outlets’ target audience.
If there are more effective ways to reach the reporter you want, don’t bother with a news release. When you have built a relationship with the journalist or can capably tell your story in a pitch, the press release may just get in the way.
Hire the right PR firm to handle press releases for you. News releases have now become vital tools for branding and driving traffic to your website, so you want to make sure you handle them correctly.
At Axia Public Relations, we will help you capture both media and customer attention with engaging content that you can use again and again. Download our free e-book Learn Media Relations from the Media to find out how we can help you increase your visibility and get your news to your target audiences.
Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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