When your brand has news, whether it’s a new product, an award or a special event, you want to tell as many people as possible. But shouting your news from the rooftops won’t necessarily get you the results you want. So what’s the best way to spread the word?
There’s no one action that will guarantee you media coverage. But a combination of PR efforts can help increase the likelihood that more people will hear your news and follow your brand.
Cision’s “PR Starter Kit” explains how you can get the media coverage and attention your brand needs to share its news with the biggest audience possible. The key is to strengthen your basic PR skills, including writing press releases, engaging with journalists and influencers and interacting with your audience on social media.
Follow these four strategies to get the most out of your brand’s news:
1. Pitch reporters and influencers
One way to improve your reach is by gaining media coverage. With reporters and influencers on your side, you gain access to a wider audience, spreading your message to more people than you could have on your own.
When pitching, it’s important to be clear and concise. Get to the point straight away. Focus on how the reporter or influencer will benefit from having access to your story. For reporters, email is the preferred place for pitches, according to Cision’s 2015 Social Journalism Study. Influencers’ preferences may differ, so be sure to do your research before contacting them. Social media is a great place to start building relationships with both journalists and influencers.
2. Write a press release
You don’t have to wait for reporters and journalists to pick up your story. Write it yourself and publish it as a press release instead. Use a press release distribution service, like PRWeb, to maximize your release’s reach.
Make sure your release is structured correctly. Include a headline, subheading, body copy, and don’t forget your contact information. Without it, how will your readers reach you? Photos and videos can also help your release stand out, and using links will help you drive more traffic back to your website.
3. Engage on social media
You know your audience is already on social media, so why not reach them there? Focus on the social networks where your fans already are and start building your community there. Once you have a loyal following, you can easily start sharing your news directly to them through your social media accounts. Find your brand advocates to help spread the word and expand your reach even more.
With limited character counts and short attention spans, you won’t be able to tell your whole story on social media, but you can highlight the important points. For example, try sharing an enticing statement and then direct your audience to either your press release or digital newsroom.
4. Build a digital newsroom
For all your brand’s news and content, you need to have a central location where people will be able to find it easily. This digital hub can be housed on your website and include press releases, blogs, white papers, videos and more. This also allows you to expose your audience to your evergreen content.
Make sure you keep your newsroom up to date and announce on social media whenever you add new content. Share the link with your followers so that they’re always aware of your news. Keep track of how your digital newsroom is performing, as well as your other promotional efforts. Assess what’s working and what isn’t to improve your strategies for your next piece of news.