Stretching Your Press Release
In the world of public relations and marketing, a press release is often sacrosanct — if you want to tell the public about something, draft a press release and send it out through the media. This can still be a crucial first step, but in today’s multi-tasking business world, your press release should also handle some additional heavy lifting. Try thinking outside the box with these non-traditional uses for a press release:
Post Your Release Online
This is probably the easiest PR tip of all time. It takes just minutes to post every press release your company generates in a “Company News” section of your website. The legitimate key words and frequent postings will help search engines take notice of your website, leading to higher Google rankings. What’s more, posting press releases shows potential clients and the media that you’re on the move — a force to be watched. If you can’t update your own website yet, talk to a web designer about installing a simple content management system for that one “Company News” page that will allow you to make quick updates. It won’t break the bank, and you’ll reap the rewards almost immediately in terms of credibility and search engine optimization.
Slice Your Release into Smaller Segments for Social Media
Your press release probably contains content that could be condensed into a short Facebook post or Tweet. For many of our clients, a well-researched press release can yield anywhere from five to 10 useful stand-alone posts. For instance, the Vista Guild press release sharing highlights of the 2010 Vista Lights tree-lighting provided fodder for a 25-day Twitter countdown of events and activities such as: “9 days till hot cider, snacks & 10% off at Whit-Ash Furnishings & One Eared Cow Glass does live glass blowing demos, all at #VistaLights!”
Review your release and see how it could fit into your social media strategy. We often post the release on a client’s website and highlight a quick fact in social media forums, linking back to the full release in hopes of encouraging consumer engagement and click-throughs. (Keep in mind, you can monitor clicks to your website from social media through tools like Hootsuite, which helps document the efficacy of this strategy). Odds are, some of the material you pull out of the press release to share in social media forums will spur additional insights, ending the curse of 140-character writer’s block.
Add Your Release to Client Packets
Many of our clients, especially those in accounting, financial planning and other business sectors dealing with trust and credibility, give packets to potential clients to provide background information as they ponder big decisions. In addition to all those slick brochures and fliers, consider adding a press release on a relevant and timely topic. An eye-opening, well-written press release (preferably including a quote from you) can help ground sales-oriented materials within the context of real-world expertise. Even if your release is never published in traditional media, including it in client packets can demonstrate your knowledge in a professional, up-to-the-minute format.
Edit Your Release for a Blog Post
Does your company have a blog? Or are you worried you don’t have the time or worthwhile content to merit a blog? Take a look at that press release. More likely than not, it is already close to the short, conversational blog format. With a few edits for readability, consider converting your release to a blog post to further broadcast the mission of the organization. This also helps to keep your organization at the top of Internet search results. One caveat from eReleases founder Mickie Kennedy: “Make sure to update [your post] to include up-to-date information if you happened to write it a few days or weeks prior – things might have changed in the interim.”
Use Your Release to Start Internal Conversations
Your press release contains important information about your organization. If you are considering broadcasting that information to news outlets, it may also be worth sharing with stakeholders and supporters. Sharing the information from your press release with other teams within the organization also helps remind employees about what is happening in other areas of the company. The potential for team cohesion and stakeholder support makes many press releases an important internal communication tool in addition to their traditional role in external communications.
Finally, the multiple uses for a good press release underscore the importance of ensuring that every release matches the branding of your organization and contains useful information for each audience. Also, take a minute to proofread your press release. If your goal is to impress editors while simultaneously showcasing your knowledge to potential clients, employees and the general public, your presentation should be flawless.