May 10, 2022 / in press releaseBest PracticesUS Blog / by Glenn Frates

A look at high-performing press releases from April and other trends for PR pros to know

Here at Cision, we’re always urging clients to take a data-driven approach to their PR strategy, and press release creation and distribution is no exception. In this series, my aim is to provide some insight into the press releases that are making waves on the wire and in the media – and the reason behind it.

I invite you to take a look at some of the highest performing press releases from the last month and consider which tactics they’re using that you can apply to – and enhance – your own press release strategy.

April releases performing well on prnewswire.com:

The following releases were among the most viewed in the past month. (Notice a common theme?) Was it a compelling headline that made each so popular? Eye-catching visuals and an easy-to-read layout? The name-drop of the world’s most famous billionaire? Take a look and judge for yourself:

April releases with some of the highest multimedia engagement on Cision channels: 

I can’t overstate the benefits of including multimedia in press releases. Not only do visual elements help to break up the text and provide more context around your story, multimedia has been proven to increase reader engagement. Below are just a few press releases that exemplify best practices with multimedia.

Earned media spotlight:

Trending news for PR pros to know:

The Ukraine-Russia war continues to have an impact on trending news; however, we did see a slight decline from the previous month’s review period. The keyword “Ukraine” appeared in releases on our global wire 568 times in April. In comparison, the keyword appeared 964 times from February 22 to March 31, 457 times from February 22 to March 9, and 124 times from January 1 to February 21.

April examples of Ukraine-related press releases included: 

Other trending keywords from April on the Cision network:

  • “NFT” was used in 359 times in April, slightly down from the 370 in March.
  • “Carbon neutral” or “net zero” were mentioned in 548 releases in April versus 481 times in March.
  • Supply chain” was plugged in 1,644 press releases in April, down from March’s 1,830 (1,892 times in November).
  • For reference, “covid” and/or “pandemic” are mentioned in 6,054 releases in April (though it is now most common in boilerplate language).
  • Popular usage spotlight: “Transform” – found in 1,015 releases in April versus 1,229 in March. Perhaps the most recognizable example is this partnership announcement press release from Google Cloud, a story that saw earned media pickup like this.
The bottom line: You can learn a lot from the press releases (and press release content) that perform well. The more you pay attention, the more insight you can glean around the best practices that capture audiences and increase earned media - and the more equipped you will be to create higher performing press releases for your organization. 
 

Inspired by what you’ve seen here and ready to take your next press release to the next level? See how PRNewswire can help.

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About Glenn Frates

Glenn Frates is Regional Vice President of U.S. Distribution at Cision. Glenn’s 20+ years experience in content distribution and best practices, global marketing strategies and large-scale operations management has provided him a broad perspective on what does and doesn’t work well in the Marketing/PR arena.