Trends and takeaways from July press release performances
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 on PR Newswire from the last month and consider which tactics they’re using that you can apply to – and enhance – your own press release strategy.
Common characteristics of a high performing press release
The following press releases were some of the highest viewed on the Cision PRNewswire channel in July. Look closely, and it’s easy to see why…
1. Voyager Digital Commences Financial Restructuring Process to Maximize Value for All Stakeholders
What this release gets right:
- An action-oriented headline that immediately answers the who, what and why; followed by two subheads that offer added context and encourage the reader to dig in.
- Executive commentary that could translate seamlessly to media coverage
- A company logo, ‘about us’ paragraph and link to the company website to build brand recognition.
2. TCGplayer to Acquire ChannelFireball and BinderPOS
What this release gets right:
- A concise headline with two subheads to immediately answer the question, “Why does this news matter?”
- Similar to the release above: A brand logo, about us sections and key links
- Bulleted copy to quickly outline key takeaways for the reader
- Contact information that links to an email makes it easy for curious media to ask questions and secure interview.
3. Last Call! The Slurpee Day Celebration Wraps Up Today on 7-Eleven's 95th Birthday
What this release gets right:
- The headline communicates a sense of urgency, enticing the reader to immediately dive in
- An image that conveys a sense of excitement and joy
- An easy-to-digest format, with short paragraphs and bolded section headers
- Links that appear “above the fold” and call the reader to take action
- (And, of course, who doesn’t love a free Slurpee?)
Spotlight on multimedia usage in July
As always, we encourage clients to include multimedia elements – photos, videos, infographics, charts, etc. – with their press releases. And here’s why: Not only do they break up the text by adding a visual element that draws the eye, but they often add much-needed context to a story that words can’t always convey.
See for yourself how the following press releases use multimedia to effectively draw the reader in:
Hotels.com is searching for a Retro Beach Motelier to time-hop to the best coastal gems in the USA
Jeep® Brand Debuts Two New Wrangler Exterior Color Options for 2023 Model Year
Trending topics and keywords for PR pros to know:
Staying ahead of the conversation is key for PR and comms pros. Here's a peek at the topics that dominated the conversation across our wires last month:
- The conversation around the Ukraine-Russia war has seen a steady decline on the Cision network in several months, with the keyword “Ukraine” appearing in releases 345 times in July, down from 406 times in June and 780 times in May.
- “Inflation” was mentioned 735 times in July releases, up from 626 times in June.
- Although environmental, social and governance (ESG) issues have been a hot topic across our wires all year, releases tagged with the ESG subject code have declined steadily in recent months. In July we saw 183 releases, 303 in June, 358 in May and at a peak of 456 in April.
Brand Spotlight: NASA
Of particular note this month (and widely covered topic) was NASA’s release revealing Webb Telescope's first images of an unseen universe (you might say it was…out of this world?). From headline to final CTA, this release is full of best practices that lead to optimum engagement:
- A concise, telling headline with action words
- An authoritative quote that adds context and credibility
- Bulleted sections to draw the eye
- Hyperlinked calls to action that direct readers to learn more
- And of course, a head-turning multimedia asset..
