5 Ways to Reimagine the Press Release

You probably send out press releases when you have to, “checking the box” for corporate disclosure or crisis management. But there are lots of reasons your company wants to get its story out. A well-crafted press release can do just that: increasing consumer awareness, connecting you with influencers and helping to generate new business.

However, figuring out exactly how to do that can be a challenge. Your company is excited about its new product, research paper, promotion, etc., so how do you get your audience charged up about it, too?

The next time you’re looking to tell your company’s unique story, but have press release writers’ block, take some inspiration from the following examples of amazing press releases.

1. Showcase Multimedia in Your Release

The first-ever press release, from the Pennsylvania Railroad Company in 1906, was 300 words of plain text and it was published verbatim by The New York Times. A century later, companies have to do a lot more to get the attention of not only newspapers, but also a newly expanded audience of blogs, influencers and consumers.

The easiest way to do that is by including multimedia elements, whether photos, infographics, videos or audio clips. Most companies have websites full of engaging images and video to appeal to online audiences. So why not apply the same rules to your press releases, to get more attention?

 Example:

Source: http://www.multivu.com/players/English/8502851-sc-johnson-windex-100-percent-recycled-ocean-plastic/[1]

Why it works:

SC Johnson’s dramatic wildlife imagery is so stunning these videos could be narrated by David Attenborough. The quality of the multimedia included in this one multichannel news release– 6 videos and 6 product photos– demonstrates to readers how committed the company is to this endeavor. It shows they care about more than just promoting their brand, and that gives their message greater credibility. Plus, including a variety of types of multimedia lets readers decide how they want to digest this story— whether they’d rather just read, watch a video, browse images, or engage directly with the news via embedded social sharing buttons and “Learn More” links. Like the oceans they’re advocating for, this is a living, breathing piece of content.

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