Tag: press release strategy

How To Choose A Press Release Topic You know that press releases can be leveraged to help your business gain online and media visibility, increase web traffic, and market your business. And yet, we hear time and again that businesses are stumped when it comes to drumming up a topic. They think they're not doing anything important enough, that the news needs to be earth-shattering to warrant a press release. But that's simply not the case. Your news just needs to matter to your audience.   Here are 10 powerful topic suggestions to use as a guide when creating effective, newsworthy online press releases that will catch the attention of your target audience.   (Psst… if you already have an Online PR Media account, you can access FREE press release templates for all 10 of these topics, and more!)  
  1. New Product or Service
Is your business planning to offer a brand-new product or service? A press release is the perfect opportunity for you to get the word out and invite customers to check out the new offering.  
  1. New Website, Feature or Enhancement
Whether you're launching a brand new website, or you've added features or enhancements, a press release lets you share the details and how visitors can expect an improved experience.  
  1. Reaction to News
When your company is featured in a blog post, article or interview, it demonstrates that you are a knowledge powerhouse in your industry. A press release can show your audience that yours is the business others turn to for relevant information and solutions.  
  1. New Digital Content (Whitepaper, e-Book, Video, etc)
Continually creating helpful, valuable and relevant content keeps your audience coming back for more. Promote new assets like e-Books and videos with a press release explaining how it benefits readers. Don't forget a link to access the new content!  
  1. Award or Accolade
Let your customers know when your hard work is being acknowledged. Don’t simply tell customers that you are the “best in the business.” Instead, show it with a press release announcing specific recognition.  
  1. Upcoming Event
Let your target audience know that your business is hosting or participating in a special event and why this is meaningful to them. Be sure to include relevant specifics such as the type of event (webinar, training, seminar, etc), what an attendee can expect to gain, and how your business is participating.  
  1. Contest or Giveaway Announcement
Announce a special contest or giveaway you are hosting by writing a press release. Include information about the prizes, and specific instructions for how to be entered to win.  
  1. Promotion or Sale Event
Announce an upcoming promotion or sale using a press release. Be sure to maintain a professional and informative tone, and avoid salesy or overtly promotional language. Include details on the offer itself, along with information on how your business provides a solution specific to your audience's needs.  
  1. New Strategic Partnership
Use a press release to share the exciting news of a merger or partnership and how this will benefit your customer base. Include relevant background information on your business and your new partner.  
  1. New Team Hire
When announcing a new hire in a news release, talk about how this person in their new role will change the company for the better from the perspective of your target audience.   BONUS: Promote a Crowdfunding Campaign   Crowdfunding has become popular in recent years as a way for companies and individuals to leverage social media and the internet to raise money, often even from complete strangers. If your business is trying to raise money for a fundraiser, event, or even as part of a new product launch, a press release is a great way to spread the word about your crowdfunding campaign.   Have Important News to Share? Online PR Media Can Help.   When choosing a press release topic, remember that a strong
press release is informative in nature, not an advertisement or opinion-based piece. When writing a press release, you want to provide objective information to demonstrate the value your business offers to your target audience, alongside facts about what makes your business unique, the solutions you offer, and relevant company background and qualifications.   If your company has an announcement to make, Online PR Media can help get your press release in front of your target audience with our strategic partnerships with hundreds of news and media sites. Login or create a free account to get started with online press release distribution today!
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press release strategy Online PR Media’s 6-Step Press Release Strategy press release strategy   Something exciting has happened at your company - a new product launch? a sale or promotion? an award? a new website feature? - you want to share the news!  But, how do you get the word out? Using a press release for a newsworthy event is a great way to showcase these developments. Before digging in though, you need to have a plan.   Not sure where to start? We've put together a six-step plan to help you integrate ongoing press releases into your marketing plan. Once you master the process, you'll be able to grind out exceptional press releases in no time - dare we say monthly? - to leverage this valuable strategy.  

Step 1: Understanding The Value Of A Press Release In Your Marketing Plan

  Press releases are more than just a simple means of sharing your news; when used as a strategic part of your online marketing plan, press releases help to increase your online visibility, market your brand, and reach a greater audience.   In addition to increasing brand exposure, press releases also have significant SEO value. Building links, increasing web traffic through organic search (i.e. when potential customers search for keywords used in your release), and adding social currency, all work together to improve your site's overall rankings.  

Step 2: Identifying Your Goal In Using A Press Release

  When thinking about sharing your organization's news, one of the first questions you should ask yourself is "what is the goal of using a press release?" What kind of attention do you want for your news? Do you want to increase traffic to your website, get traction on social media, or both?   For example, a press release can be used to highlight a brand new product that you’ve developed, or a sale that only lasts for a couple of days. In the first case, your goal might be to drive traffic to your website to the new product landing page. In the latter, your goal might be to drum up a ton of interest on social and get people sharing the news of the sale to ensure its success.   Knowing your goal ahead of time makes writing your press release and defining your audiences much simpler.  

Step 3: Defining Your Audience

  Defining your target audience helps your release get traction in the proper media channels (i.e. reaching potential customers on mainstream media sites, versus reaching investors on financial news sites).   Creating a list of key audiences, deciding if you need to segment your lists and write multiple releases for different audiences, and understanding the scope of the publications where your release will go are key considerations in the PR planning process.   For example, if you announce a sale, the audience should clearly be your end customers. Announcing this same sale to your vendors and investors doesn’t make sense and can lead to lower engagement with the news. In the same light, announcing a new vendor partnership isn’t a detail that customers need to know, but rather your board and investors should know so that they are aware of the new trajectory of the company.  

Step 4: Choosing Appropriate Channels

  After defining the target audience for your release, the next step is deciding how you will communicate with them. WIll you use an online PR distribution partner? Or, do you have an up to date list of media partners and plan to personally reach out to pitch your news?   When choosing channels, it's important to understand how syndication works. At Online PR Media, we have hundreds of partnerships with reputable media and news sites. Through our strategic partnerships, we’ve already done the work of sourcing the best industry-specific channels for your news, which can save countless hours on your end. When using Online PR Media to syndicate your news, you will have the option to select up to seven categories during the upload process -- this is where you'll fine tune the channels to ensure your news goes to sites that are relevant to the topic and industry.  

Step 5:  Writing Your Press Release

  Writing the release itself is obviously one of the most important steps in the development of a PR plan! However, writing the release should be calculated, and should include relevant keywords, links and content that will increase your SEO footprint as well as human engagement.   Make sure to include current media contact information, lead with a strong title and summary, as this is often the information that is pulled and displayed in the SERPs (Search Engine Result Pages), include impactful quotes from people close to the news (i.e. a quote from a customer about how a new product made their job easier is more impactful than a generic quote from an organization's CEO), and always include links to sources you cite.   The best releases also include content that would be relevant to use in other media channels at later times. For example, writing about topics that you could share to your Facebook or LinkedIn pages will save time down the road when you’re looking for media and marketing content for your social media strategy.   We've created an in-depth source for writing SEO press releases so that they're optimized for both search engines and human readers. Check it out here.  

Step 6: Optimizing The Timing Of Your Release

  Understanding the right time to deploy the release can have a significant impact on your results. We recommend sending Tuesday through Thursday in the morning, and avoiding Monday and Friday unless the news is time-sensitive.   Of course, once you hit 'publish' you will be eager to know where your press release went! Here at Online PR Media, we offer robust reporting features with interactive components to help you understand the impact of your release and specifically what sites published your news. Reviewing and understanding this reporting can help you develop even better strategies for future releases.  

Online PR Media Is Always Here to Help

  We’ve put this resource together to help you understand the best approaches to creating a comprehensive press release strategy that supports your overall marketing plan. Have a question? We're here to help! Our expert SEO press release editors can assist with preparing your release for distribution, editorial suggestions, timing recommendations, and how to select categories to best distribute your news to relevant channels.
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