Written by Smoak PR

The Evolution of Press Release Distribution and How to Use it to Your Advantage

The origin of the press release dates back to long before the era of the Digital Age. As technology is constantly changing, public relations firms have to be increasingly innovative with the ways in which they are distributing press releases. Here are some ways that press release distribution has changed over the years and how to use these changes to your benefit.

1)      Keep the Reader Interested

Press releases were originally only distributed to newspapers, but the Internet has allowed media outlets to post them online for anyone to view. This means that the language in press releases must be understandable for everyone while also being captivating in an age of 24/7 news. According to Time Magazine, approximately 55% of people who click on links spend less than 15 seconds actually reading, and then will leave the page. Therefore, it is crucial to include important keywords, phrases, and interesting quotes that will keep the reader interested.

2)      Focus On Quality Over Quantity

An important part of effective distribution is ensuring that the information you are sharing is newsworthy.  The creation of email and the rise of the Internet means that reporters are inundated with the amount of press releases they receive, and often times many are ignored. Therefore, your press release should have a captivating headline that catches the reader’s eye immediately and makes them want to continue reading.

3)      Tailor Your Message

Since reporters receive so many press releases, knowing where to send yours is key to success. Know whether it needs to be sent to national or local publications, which specific industries would be interested in the release, and the appropriate reporters who would be interested in the content. Once you know who needs to receive the release, you can tailor the message of the release for your audience.

4)      Be Proactive

In public relations, it is necessary to maintain positive relationships with various publics. One of these very important publics is the media, and PR professionals know it is crucial to have a good relationship with reporters. When reporters are overwhelmed by hundreds of press releases that they have no interest in reporting on, it can be a good idea to reach out to reporters and ask them the types of stories they are looking to share.

5)      Timing

Similarly, it is important to pay attention to the news cycle and determine the perfect timing to send your press release. By learning what the reporters are interested in publishing, you can decide which stories are most likely to get picked up and greatly increase your chances of getting media coverage for your clients.

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Written by Smoak PR

How to Captivate Consumers in the Age of Distraction

In today’s digital age, we can search anything we want with just a click of a button, finding answers to our questions in seconds. We have the ability to communicate with people from across the world instantaneously and learn whatever we want. We are constantly inundated with information from news outlets and social media that we can access at any time, in any place.  The more information we get, the more we want. With all of this knowledge at our fingertips, how can brands captivate consumers?

  1. Know what makes you stand out. Since consumers have access to countless brands and companies, what would make them care about yours? Every brand should be fully aware of what it is, what they represent, and how it is unique. Make sure you have consistent brand messaging across the board, so consumers know who you are and what you stand for.
  2. Take advantage of social media. Most people check their social media accounts multiple times a day, so be sure to keep your accounts updated. If users are seeing your posts, they are thinking about your brand. Consumers often switch between social media platforms quickly and are not paying full attention to each post they see, so make sure yours are engaging. Interact with followers, offer deals or giveaways, and post innovative content. Use social media to build your brand identity, increase engagement, and show consumers what you can bring to the table.
  3. Grab their attention quickly. Since consumers have so much information to take in, they likely won’t stay on your page too long if you overload them with information. Instead, try to concisely get your points across in a way that engages the audience so they want to know more. Grab their attention within the first few seconds and they might stay for more!

As our society continues to become increasingly digital, brands must stay ahead of the game to keep their audience interested. These tips can increase brand awareness and consumer engagement so that you can stay on top.

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