Today, when you sit down to write a press release — as well as being informative — it should be interactive and useful. It should contain added value so that it gets noticed, is appreciated and published by journalists, influencers, bloggers and the media.
The first multimedia press release, created in 2006, already featured some of these points, integrating texts and images, including relevant links and could be downloaded in PDF. Nine years later, press releases now have more resources, confirming that the format isn’t dead but has reinvented itself.
Which is why we offer you new points to keep in mind when putting together and releasing effective press releases adapted to the times:
- Make sure it’s truly interactive. As well as answering the classic questions (what? who? where? how? and why?), press releases should also include: links to provide greater information, your social media profiles, buttons to share content and the possibility of downloading and embedding. If you’re announcing an event, don’t forget to place a button to enable people to register or confirm attendance. And, of course, if you’re using email or a website to distribute it, make it responsive so it can be viewed on all kinds of devices. Here’s a good example:
- Visually attractive. Graphics, animations, infographics and videos are more effective than text and a couple of images for generating interest. Nowadays, more than simple information, we consume dynamic content, that speaks for itself and tells a story.
- Integrate SEO. Identify the right keywords for web positioning and that are related to the press release content, integrate them in the title, heading and texts of the press release.
- Don’t advertise. Transparency and naturalness are essential in today’s communications. Exaggerating to get people’s attention is a thing of the past, in fact, promoting a product or event with too much razzamatazz tends to be counter-productive and generates distrust.
The media doesn’t like to be tricked and when this is done too blatantly, press releases tend to end up in the rubbish bin. Plus, it creates distrust for future communications which are sent. It’s better to be creative, funny or employ empathy.
- Personalise your press release. It would be ideal to be able to monitor the media and influencers who you make an impact on and adapt press releases to each individual. If you engage directly and establish a rapport, as well as showing that you know who they are and respect their work of the individual or group you’re addressing, the chances you’ll get published increase. Don’t send a press release on a product launch to the editor of a magazine for example, segment profiles and speak to people on their own terms. In order to do this you can use a specialised platform, like the one we offer at Launchmetrics.
- In the subject line of the email, don’t use the abbreviation PR or “press release”, as many media outlets have filters in place to automatically send these types of messages to the Spam folder.
- Always, always keep an eye on your inbox, social media and cell phone on the days following the press release. An immediate response is essential for your press release to be respected and taken seriously, so you should be available at all times.
If you have all the above under control and want to be innovative you’ll get great results in your communications campaigns, since it’s not just about putting together good press releases but about building an up-to-date, solid and good image for your brand or business. Is this what you’re already doing? Tell us about it!