3 Creative Ideas To Energize Your Online Press Releases

Posted on 03. Jan, 2012 by Christine OKelly in Press Release Writing Tips

Writing and distributing press releases should be a core part of your online marketing strategy. It can help you attract media coverage for your company, build your brand, and generate leads and sales. And of course, the more PRs you have published on other websites, the more quality links you’ll build to your company’s site, improving your search engine rankings.

But crafting press releases should also be fun – for you and your readers. If you’re bored while writing them, there’s a good chance your audience will be bored while reading them. With this in mind, we’ll share three PR ideas below that are off the beaten path. Each of the following can reenergize your news releases, and make them more engaging than ever.

#1 – Analyze An Existing Problem In Your Market

Positioning your products and services as the solution to your customers’ problems is a good strategy to attract their attention. But it can become stale if you do so over and over in the same manner. Use a bit of creativity by analyzing a problem rather than merely drawing attention to it.

Suppose you run a dental practice, and want to bring more first-time clients into your office. Rather than just pointing out the value of routine dental cleanings, conduct a study that shows the progress of tooth decay. Demonstrate its impact on the structure of a tooth, month by month, as a person continues to neglect dental appointments. Create and embed a video into your press release that provides a visual representation of the decay. This attracts attention. It draws readers in, and encourages bloggers and journalists to run your PR.

Example: Study Reveals People In Their Mid-40s Hate Looking In The Mirror – Transform Cosmetic Surgery Group

#2 – Focus On One Of Your Employees

Your employees represent a treasure trove of ideas for your press releases. They have their own interests outside the office, many of which may relate to your company’s niche. If you can tap into these interests in a way that illustrates your employees’ dedication to their field, you’ll have the makings of an engaging press release. Moreover, it will be wrapped in a human interest story, which stimulates the emotions of the reader.

For example, suppose you operate a Montessori school, and learn that one of the teachers devotes time on the weekends to teach math to underprivileged children. This is an ideal opportunity to demonstrate the devotion of your staff to teaching young people. It places a human face on your school, helping to form a connection with those who might be interesting in enrolling their kids.

Example: Desert Schools EVP Honored With ‘Executive of the Year’ for Volunteerismby Heart of Business Awards

#3 – Challenge the Public to a Contest

This idea may seem counterintuitive. After all, one of the goals of a press release is to set your company apart from your competition. But people enjoy contests because there’s an element of good-natured fun along with an opportunity to see one participant outperform another. This is perfect fodder for a press release.

Perhaps you’re a professional organizer — challenge the public to post pictures of their messiest closets and allow others to vote on the worst for a chance to win a prize. A title such as “Turn In Your Friends & Family: Jane Johnson Is Hunting Down The Messiest Closet in America” can pique interest, curiosity, social media buzz, and shares.

Example: Capitol Lighting, 1-800LIGHTING.COM Announce Ugly Lamp Facebook Contest

Your press releases should be interesting to write and fun to read. Think outside the box. Launching a new product, introducing a new employee, and announcing a redesign to your website are fine once in awhile. But creative news releases are just as important for attracting the attention your company deserves.

Kudos to Michael Nugent for the awesome photo!