Despite what all the agencies are telling you, THE PRESS RELEASE IS NOT DEAD.
The truth is, the press release has greatly evolved. In the old days, when you sent out a press release, it was only seen by a small group of influencers (media and analysts) and the only way your buyers would hear about it is if the press wrote about you.
The web has changed the rules. Today, any press release you send over the wire shows up in real time on sites like Google News and Twitter. You’re no longer talking to the media alone, you’re also talking directly to your customers, partners and the industry as a whole. Are you speaking their language?
The question isn’t whether or not press releases are still a relevant way to disseminate information, but how you choose to deliver that information. Are your releases written in the form of an announcement or do they tell a story?
When it comes to companies in the technology industry, there’s a good chance that you’re agency doesn’t fully understand the products and services that you offer or even the market that you’re in. The first step is understanding the technology, the second step is using that technology to frame a compelling story about your brand.
And don’t think you can get away with telling any old story. You must offer something of real value that includes a call to action. What would you like the reader to do; visit your website, request additional information, interview you for an editorial or make a purchase?
The key is to create a story in which the reader can identify with, one in which they can imagine themselves using your product, attending your event or buying your stock. Know your audience, provide them with what they need to accomplish their goals and then encourage them to share your story with their own network. That’s how tribes are built, through the stories that connect us and shape our lives.
How can you breathe new life into your press release strategy?