Presenting Cision's 2019 State of the Media Report Read More

Power Up Your Press Releases!

The press release isn’t dead. With a little TLC, the press release can be a powerful force that wins the admiration of the media and your target audiences.

To power up your press releases, you need at least three of the following, with the press release being a required element:

  1. Press release
  2. Blog post and/or video
  3. Visual assets
  4. White paper or case study
  5. Influencer-driven podcast or webinar

The press release is Mario in normal form. It can get through the levels on its own, but it struggles. A fireball could send it hurtling off the edge. A turtle could stomp all over it. It could be crushed by a pounding rock or pulverized by a cannon ball. And the ghosts…it’s best not to think about the ghosts.

The other pieces “power up” the press release. It’s the mushroom that makes it grow, the feather that gives it a tail, the star that makes it invincible. All those things help it not only cross the finish line but also dominate the level. King Koopa has no chance against such a thing.

Power up: blog post

A blog post acts like a mushroom. It makes the press release grow, if only slightly and only until the next newsworthy item hits. While blogging still is a necessary tactic, it probably isn’t one that should receive all your focus. People tend to pay more attention to other media.

Power up: video

Power Up Press Releases Like Mario

Video can have a longer-lasting effect than a blog post, but it depends entirely on the subject matter and its implementation. A video that tells a story will work better than a video reporting on a product’s benefits. The one shows; the other tells.

In terms of storytelling, showing always is better than telling. People believe the story and identify with it. In addition, video is like an infinity mushroom. It can be used in all sorts of content, not just the press release.

Power up: visual media

Visual assets are more like Mario’s feather. They make a press release fly. Depending on the visual media, it could make the press release spit fireballs.

Like video, visual assets can be used elsewhere. If they’re well done, they can even be pitched without the press release. An infographic or photography can function without the press release responsible for their creation.

Power up: white papers and case studies

Super Mario - Power Up Press Releases

White papers and case studies are helpful, but they’re more like figuring out which “power up” is best suited to defeating Koopa. Some businesses don’t need to publish a white paper every month or quarter. They’re better served by third-party mentions and reviews.

For businesses that do reap substantial benefits from white papers and case studies, they should examine how their press release can inspire them. Once they’re written, businesses can potentially pitch those items to the media and influencers.

Want your pitches to make an impact? Build relationships and secure coverage with tips from our free white paper!

Power up: podcasts and webinars

Podcasts and webinars can draw a crowd when they’re influencer-driven. Consider such people “star” power. They make the press release impervious to almost any attack because it’s surrounded by gleaming, prismatic light.

They also make the press release grow. Influencers bring their communities with them, which means you get to reach not only your target audience but also ones you may not have previously considered.

If you want to power up your press releases this year, complement them with other media. You’ll see them fly or blink across the finish line in no time and be greeted by, if not a kiss from Princess Daisy, the applause and acclamation of the media and your audience.

How do you power up your press releases?

Images: JD Hancock, Antonio Tajuelo, Joe Madonna (Creative Commons)

About Erin Feldman

Erin Feldman is the director of editorial services at Tenacity5 Media. When she isn’t researching, writing, and editing blog posts and white papers, she writes poetry and essays, draws her favorite Write Right character, and plans what art form to study next. She’s based in Austin, Texas and can be found on Twitter @erinmfeldman.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.