The press release is one of the most powerful ways to help keep the buzz on your product or service keep going. While some companies rely on trendy content marketing by creating explainer videos, infographics, or e-books to spread their words and missions, press releases as one relic from the PR strategy toolbox still hang on.
The reason why press releases remain effective even in this digital age is quite simple: they do still fulfill some useful PR strategy purposes. All of them boils down to getting solid coverage in publications or on TV and radio stations.
A grand opening, a new product launch, or a special event, are all good reasons to use press releases so that your target audience is aware of them.
Meanwhile, a successful press release isn’t all about a crisp, well-written message and thoughtful attention to detail. It’s also about having efficient distribution.
Below are some essential ways you should consider doing to get your press release distribution an extraordinary success.
To get a successful press release distribution, you can start by finding top journalists or media that can help you achieve that. In this case, you need to use digital tools to find such journalists’ email addresses, their publication contact page, even their social media profiles.
Here are some digital tools you leverage to approach the top, relevant journalists and publications within a few clicks:
Including multimedia elements like photos and videos help journalists you’re going to work with much easier. And when you help them, you’ll have a higher chance to stand out and grab their attention better.
It should come as no surprise that including a story with an image is 700% more likely to get more attention and be discovered by the media faster. What’s more, including a video even boosts your story’s chances of coverage by a whopping 1,400%.
If you can attract more journalists or media to work with you, you’ll have more options to choose the top one(s) that you think can bring your story maximum exposure.
Influencers are everywhere. With the massive followings and fan base they have, they can help you with your PR strategy – including getting your press release the limelight it deserves.
You can outreach them through their social media profiles or emails. You don’t always need to work with macro-influencers with millions of followers. Even local micro-influencers with 10,000-100,000 followers are a good option that can reach larger audiences and promote your press release to increase customer engagement and awareness.
Press releases make it easier for you to craft your message without the risk of being misinterpreted by your target audience. And the success of your press release mostly depends on the distribution. The more people see your message, the higher your chances to get them to become more aware of your brand’s news or offerings.
With those essential ways of boosting your press release distribution mentioned above, you can now start crafting your powerful press release message and spread it like a wildfire seamlessly.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).