eBook: New School Press Release Tactics That Grab Attention & Get Results

Press releases do not get enough credit on what it can do for businesses. It provides the latest news and information to the relevant audience, as long as it is done the correct way.

According to PR Newswire’s Web analytics, the press releases on PRNewswire.com were read almost 42 million times in 2012. So, we are happy to say press releases still matter, however with the fierce competition for attention everywhere, it is vital to produce high value and useful content and understand the desired outcomes businesses would like their targeted audience to take.

The formula for a successful press release has changed and Sarah Skerik, our vice president of content marketing shares with us some ways to freshen the news releases your organization publishes, and get more results for your campaigns.

Make generating social interaction a priority, because that triggers amplification.

• Serve your audience first. Frame the brand message in the context the audience craves.
• Content needs to do more than inform. It has to be interesting and useful to the audience if they’re going to amplify your message by sharing it.

Re-think links.  Use them strategically to provide more information for journalists and potential customers.

• Link the name of the person quoted in the press release to their bio or a related blog post they authored.
• Embed a call to action for potential customers toward the top of the press release. Real-world example: PR Newswire client Jive Software, Inc. reported a 200% increase in web site traffic to a specific page when they moved a call to action for readers toward the top of the press release, embedding it right after the lead paragraph. 
• Encourage on-the-spot social sharing. Highlight the key message or best piece of advice in your press release, and then embed a Click-to-Tweet link within.

Format the press release to maximize sharing. 

• Write a perfectly tweetable headline and keep it to 100 characters. (Use a subhead to add more detail.)
• Employ bullet points to highlight key points, and draw the readers’ eyes deeper into the copy.

Develop a visual communications habit.   

• Including visuals can increase visibility. (social networks and search engines both give visual content preference.)
• Visuals extend the reach of your messages into channels like Pinterest, which requires a visual element and other visual-centric social networks.

Incorporate storytelling into press releases to make the messages more memorable and interesting.

• Include a quote from someone other than an executive. Quote a customer service person noting how a new product has reduced support calls, a happy customer or a member of the team that designed the product.
• Break the formula for the press release, and dive into the value propositions, case studies and benefits that your audience really wants to know about.
  

You can find out more press release tips and a variety of case studies from Sarah Skerik in PR Newswire’s eBook: New School Press Release Tactics. Download the free eBook here.

Joanna Yip is the Marketing Communications Manager for PR Newswire.