If you write it, they will come. Or wait, they probably won’t, unless you have devised a compelling scheme to MAKE them notice. So, how do you get attention in today’s media-saturated and ADD digital world? Use these 6 tips to generate more buzz around your company press releases:
1. Have a point.
Really. It makes it so much more interesting for the reader.
A press release should be announcing something that is relevant, interesting and meaningful to the reader. If you can’t answer the “why would anyone care?” question, save it for the blog and skip the press release.
2. Get to the point.
Once you determined that you do have a point, say it and say it quickly. There’s no need to say things multiple times in a press release and there’s even less room for FLUFF (or as my highschool teacher once called it, “HOT AIR”). Mimic the accessory rule (taking off one accessory before leaving the house) and see if there are extra unnecessary ‘accessories’ in your release. If you find yourself repeating or trying to add filler materials, double check as to whether you really have a message to share. If not, wait to get more details until releasing. Serious and positive attention is hard to come by and harder to regain.
3. Make it relevant in today’s world.
How does your statement relate to the current state of the industry, the impact of the future or to a specific population of people? Why should anyone care? Who are the people that care? What motivates them to care? If you are going to discuss a new product or feature, discuss the impact it makes (e.g. an underserved need, cost-savings, increased quality of life, etc.). Don’t stop constantly answering the “WHAT’S THE BIG DEAL” question, throughout your release.
4. Get personal!
Don’t write a stuffy, cold and impersonal release. Throw away the pedantic, marketing brochure-worthy jargon. If your release sounds like Watson wrote it, people will not take notice. Create a story that is fun to read by decorating with thought-provoking quotes from relevant sources, which will make it accessible. Think of your quotes as your press release emoticons!
5. Keep it Simple!
Keep the release readable and simple. Your release should not require additional research to understand exactly what your company does and what the release is about. Include a brief product/company description and the announcement within your first sentence (eg. ABC HomeCare, a leader in private duty companion care, announced today an integration with smart home technology to provide more cost-effective care.).
6. Grab Attention (Stay away from Clickbait)!
Ensure your release title is interesting, yet believable. How many press releases do you see that you never click through because it’s boring? Meanwhile, how many times do you click through a misleading title that is interesting, but has nothing to do with the article? Invite the reader to seek more information, while remaining truthful to the article content (eg. ABC HomeCare fuels traditional hands-on services with non-traditional, cost-cutting technologies).
Laura Mitchell is a marketing and growth hacking strategist
Laura Mitchell Consulting (what a happy coincidence)
Laura specializes in social media, guerilla marketing, brand positioning and all things digital health/aging and technology.