If you have important company news you want to publicize, it’s typical to publish a press release.
But even if you write the world’s best press release, that shouldn’t be the only tactic you employ. Many other tactics can substantially increase the visibility you achieve for your news among key audiences—the media, influencers, bloggers, prospects and customers.
Five of these tactics include:
1. Individual pitches to key press targets
If the press might have interest in your news, don’t rely on news releases distributed over the wire to do the job. Well-crafted personalized pitches are much, much more effective for generating coverage.
2. Blog posts
If your news is important enough to publish a news release about, it’s almost certainly worth writing a blog post about. Think of your blog as a media outlet, but one that you have complete control over not just the message, but also every word. Take advantage of it.
If you have a quality email list, quality prospects and customers are on it. These are people you want to know about your news. Send quality, concise emails, perhaps linking them to blog posts and/or including videos about your news.
Many people prefer to consume video content over written content; this makes creating quality videos a great way to get more visibility for important pieces of news. Videos can be incorporated into other tactics, such as blog posts or emails, to make them more effective. There’s a mountain of data supporting video marketing. One example: a survey by ReelSEO found that 96% of B2B companies use video in some way in their marketing, and 73% of those report positive ROI.
5. Social media
Just as you should take advantage of your blog, you should also take advantage of the social media network you’ve built—especially since doing so doesn’t require much time. Share your news on Twitter, Facebook, LinkedIn and any other relevant social channels, linking to the press release, blog post or video, to amplify its visibility.
In short, when you have important news to share, don’t just send a press release; create a coordinated campaign. You will reach more members of key audiences more effectively.
About the Author: Eric Anderson works with fisher VISTA clients to create compelling content. His previous experience includes eight years as a reporter and editor.