December 11, 2017
Comms Best Practices
/ by Steven D'Adamo
Generating and distributing your brand’s vital news is an important part of how you stay relevant in the minds of the media and your wider customer base. But a press release can do so much more than simply tell someone about your company.
In this article, we will discuss the four key elements to write a press release that converts:
The purpose of your press release is to remind the media, your clients and other businesses why your company is relevant. The news announcement should lay this out from the very beginning of the release.
What has your company achieved recently? What new products or services are you offering? How have you been recognized as a leader in your industry? These questions can guide the direction of your press release to explain how and why your company is impacting your industry.
If the specific news announcement is difficult to nail down, then start with the basics:
The most important aspect to remember when crafting your news announcement is that it is not just about you or your brand. Your audience needs to understand from the beginning why your press release is important to them. So write your release with your audience in mind.
In the age of Content, search engine results pages (SERPs) are inundated with potential links for users to click on. HubSpot reported in 2016 that 43 percent of readers skim online content. That means that two out of five readers may not even read your press release in full. So how do you keep them engaged? Use multimedia.
Multimedia can come in a wide range of formats:
The same HubSpot report indicates that users are more likely to consume videos in full (55 percent) than any other form of online content. So why gamble on a member of the media or potential customer reading your entire press release? Include a video to reinforce your news announcement.
While the news announcement is the most vital piece of a quality press release, that alone may not be enough to draw journalists and readers to your business. Embedded hyperlinks and plain-text URLs can provide extra information that you may not have the space to cover in a short press release.
The CTA is the heart of your release. You don’t just want people to read your release. You want them to make an actionable decision in support of your company. Include a call-to-action link that does the following:
If you have other informational webpages or articles that you want to direct readers to, then you can use these in the main body of your release. Stick to one to three informational links to avoid bombarding your reader with potential clicks.
Include one link to your brand’s homepage in the boilerplate of the release. Why only one? Because directing users to your homepage only tells them where they can find you. This can be beneficial down the road, but it does not ask them to take a specific action. This is why we place the CTA link at the beginning of the release.
It should be well understood that a high-quality press release is aimed at generating attention from journalists and other members of the media. However, it is also an opportunity to stay up-to-date with consumers or journalists who already follow your company.
Posting your release to your company’s various social media platforms can trigger engagement with your release in the form of likes, shares, or retweets, thus increasing the potential impact and audience of the press release.
Keep in mind that different pieces of your press release can serve different social media purposes:
With a well-crafted news announcement, strategically placed multimedia and links, and appropriate campaigns to share your news on social media, your press release will be poised to attract media and other readers. Structuring press releases in this manner will do more than bring attention to your brand. Every aspect of the release should be included with the ultimate goal of your readers taking an action.
Get the latest updates on PR, communications and marketing best practices.
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.
1-312-922-2400from 8 AM - 5 PM CT