How do you do it?
Most businesses promote press releases and any new content through internal channels and circles. This is generally in the form of news updates posted on a website, an announcement via a LinkedIn group, or Twitter. While these formats are very common, there are a large number of additional promotional vehicles through which press releases can be transmitted.
Press Release Tools
There is a large array of press release tools that can be harnessed to increase reach. To optimise this procedure, I recommend we follow a simple progression:
- CONTENT → PLACEMENT → OPPORTUNITY → MEASURE COVERAGE
The content is obviously one of the most important components of a press release. To make written content blasts more interesting, for example, it may be a good idea to use other media forms, such as video or images to compliment the text in our releases. Although it is possible to create this content yourself, there are many content creation tools and wizards available to make life even easier. This allows you to really optimise every word and image in the release.
There are also sites that help generate ideas for content:
A great expression to keep in mind is: “It doesn’t matter what they think about you, if they’re not thinking about you.” Placement is an equally important component of the content of the press release. Rather than simply publishing information internally, extend the audience of your press release. Placement plays a significant part in this. There are so many places to publish your content that it can sometimes be a little overwhelming. It is time consuming having to visit each of these places and publishing each press release individually. Thankfully there are more tools available to make this process much easier and more effective.
- Media Distribution
- RSS Syndication
Social (Article Submission Sites)
Social (Other Sites)
When a company has a new press release, or even new content, it is sometimes easy to simply put it out there and hope that someone engages with it. Perhaps the most effective method would be to also actively seek out relevant places for content, in conjunction with publishing it. Once again, there are many tools available to help with this pull.
Measuring coverage is another very useful tool in managing press releases. You can see how many click throughs are achieved from each release, how many views, and sometimes even track the contact details of the people viewing it if they are using the same tools. Some of the sites that provide this facility are already mentioned above, but there are also others.