October 01, 2021
/ by Glenn Frates
In previous posts, I’ve talked about how to format a press release that helps engage your audience better – from utilizing bolded section headers to including relevant multimedia. While I’d love to tell you there’s a hot, new method for formatting your releases, the truth is, the tried-and-true content best practices still apply (even after 20+ years):
This month’s edition of our “Top 5” focuses on that last bullet. The following press releases did an exemplary job of leading with data points the brand’s target audience(s) would care about – a tactic that also helped relay the relevancy of their news announcement.
The Top 5 Press Release Picks from September
Data points like “5 million more hours” and “$75 million more into paychecks” helped Target Corp control the narrative, which garnered some nice earned media from high profile outlets like CNBC, which highlighted these figures.
Samuel Adams impresses with their “28% Barrel-Aged Beer Finished on 2,000 Pounds of Cherries.” Did it earn the brand good pick up? Just search for “Sam Adams 28%” and you’ll have your answer.
“500-mile range… recharge in less than 15 minutes” led the story - and subsequent earned media pick up - for this prototype electric truck.
No burying the lede here, obviously, with General Motor’s “100 Percent” right in the headline. A smart move on their end? One hundred percent.
And of course, not all data points have to be in the headline, subhead or body text. Providing a key data point within a nice piece of multimedia (as Capital One did here in their infographic) is not only visually compelling - it’s a move that is proven to amplify engagement.
Bottom line: As with any press release, you want to provide your audience relevant, engaging content that helps the brand control the narrative as much as possible, helps keep your audience interested in your story. Data is just one more (powerful) way to do that.
For more best practices, register for State of the Press Release LIVE, where we’ll be discussing findings from the 2021 State of the Press Release Report from leading industry experts.
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