vail resortsEach time I watch a movie where the storyline includes a Grandma (or Grandpa) stashing money all over the house, I giggle to myself. Whether it’s the coffee can, mattress or shoeboxes, my Grandma is still – to this day – making sure her resources aren’t all in one place. We’ve even convinced her to adapt and keep some of her hard earned cash in the bank.

While it’s fun to recall her digging out dollar bills from odd places, it’s not a method without merit.

In fact, we likely all agree that it’s risky to stash all resources in one location. So, this blue-haired cash-stashing routine can actually teach us something about how to diversify our Online PR resources.

To gain the biggest return out of your PR assets, consider the following tactics to diversify:

1. Create an Online Press Room
Creating an online press room on your company website is a great way to earn more dividends from the PR content already being created.

Having a newsroom, which typically included latest news releases, media coverage, media kit and key company contacts can prove effective by ensuring those you are trying to reach with your press release have a destination to visit to learn more and help solidify publicity opportunities.

Here is an example which takes a newsroom from coffee container savings accounts to high-yield stocks:

Vail Resorts

What we like:

Design & Images – The newsroom is designed as a mini-site for journalists/bloggers and any other key constituents. Sometimes it’s easy to let the newsroom become a laundry list of article titles vs an engaging experience.

They go as far as making social media icons fit the theme of winter weather, with piles of snow on each.

Featured Content – On the home page, 5 stories rotate on the home page to help the visitor know current news and events.

Segmented Content – With a quick and easy navigation, visitors can find what they need quickly with tabs including; News, Fact Sheet, Photos, Video, Media and Contact Us

This section on your website is an all inclusive destination that provides media folks everything they need to contact you about a potential story.

2. Test DIY Distribution
In addition to press release distribution services like PRWeb, you may also want to test one-to-one distribution techniques such as sending your story (and corresponding press release) to local/relevant media contacts.

The best results will likely come from relationships you have already established, but even for those you don’t know start with media outreach basics including:
Do Your Homework – Research journalists / bloggers before contacting them. Do they routinely write stories about your topic/industry?

Personalize the Message – Avoid sending a blast email to multiple journalists or simply sending the press release content to them. Craft each email as an individual communication highlighting key points of your press release and why you think it would be relevant to them; including links to past articles they have written that are similar.

Include a CTA – Just like you don’t drive away from the bank without checking your receipt, don’t leave the communication open ended. Be specific (and polite) about what you are asking them to do; whether it’s write a story, interview a company spokesperson or add you to their list of references for particular topics.

3. Share Socially
Don’t stop profiting from your PR content after distributing via a newswire, adding to your newsroom and sharing with media contacts.

Social media is a relevant and effective channel to share your content if you know how to adjust to the channel.

Channels like Facebook and Twitter are inherently structured for small, bite-size updates. Think about the junk drawer where you throw lose change and small bills. A quick grab when you need to run for the ice cream truck.

When creating press release content, draft your social messages during the content process so they are on-topic and ready to go. Drafting messages last minute when the release is already out can create a rush and be more prone to mistakes.

The messages you have drafted should include:

  • 2-3 updates for each channel
  • Highlight key topics / messages
  • Include links back to the press release / website depending on the message
    Note:  the messages you craft can be written to reach different audiences.
    i.e. journalists with a link to the newsroom; visitors/customers with a link to the website

Press release content distribution can extend beyond the newswire to your website, a journalists’ inbox and social media channels. This approach can increase results by widening your audience and reach; and ensure your valuable resources aren’t subject to a curious kid with a candy addiction.

Do you have tips about other press release distribution methods? Or funny stories about where your relatives hid cash? We’d like to hear both in the comments.'

About Annemaria Nicholson

Annemaria Nicholson is the North American Director of Content Marketing and Social Media at Cision. She drives go-to-market content, blog and social strategy for multiple brands and loves to experiment with interactive and multimedia content to better engage and inspire audiences. Her innovative content programs helped Cision place as a finalist at the 2016 Content Marketing Institute Awards and turned the marketing department from a cost center into a revenue center. As a direct result of her content strategy, the business was able to move the needle on key business KPIs.

As Head of Content, Annemaria has a strong track record of creating high quality multimedia content, blog posts, tip sheets, videos, instructional content, case studies and more to create great customer experiences. She revolutionized Cision’s outbound promotion efforts to amplify its inbound lead generation results by creating a multichannel program that promotes content via additional, complementary and unique content to drive discoverability, search rank, audience awareness, credibility, and ultimately more leads and revenue for the business.