Tips on News Releases

Today the world has gone completely digital. From shopping for new clothes, to reading the daily newspaper, to ordering a pizza! With technology being so much a part of everyone’s lives, it makes sense that the way that marketing and PR professionals present their news needs to be the most up-to-date.

For my social media class we are reading “The New Rules of Marketing & PR” by David Meeerman Scott. In chapter 5 Scott talks about his new rules of news releases and below I’ve listed the three that I thought were the most helpful. These are points that I want to keep in mind when I’m, hopefully, a PR practitioner.

1.  Don’t just send news releases when big news is happening; find good reasons to send them all the time. 
2. Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers. 
3. Write releases that are replete with keyword-rich copy.

When reading Scott’s book you do have to keep in mind that it was written in 2007, but I feel that these three points still ring true when it comes to news releases.

Point number one tells me that it’s beneficial, and okay, to write about your company even if there isn’t any major news. I feel this will help keep the name of your company in the eye of your publics, and prevent you from being forgotten. If your publics are seeing your brand, name or slogan on a regular basis they will more likely be in tune with what is going on in your company.

However, there is something I feel you need to watch for with this point; overkill. In my mind there is a huge difference between a “regular basis” and swamping your publics with releases. I know when I see the same thing over and over again I get sick of it. And once I get sick of it I begin to ignore it and block it out. You do not want to do this to your publics. Two key words in point one are “good reasons.” Quality content is the goal. Putting releases out just to release something will be counter-productive.

Point number two is slightly more common sense in today’s world but to me it is still worth noting. With the social media boom and traditional media not as prominent as it used to be, appealing directly to your publics is your best bet. Personally I’m going to pay more attention to an article straight from the company than I would if it came from a journalist.

In regards to point number three, I know that if I’m ever looking for news on anything I’m going to Google it. Even if I know what company the news or product is from, Google is still the first place I go. That’s why I feel this point is the most important. Search Engine Optimization (SEO) is the key to success in today’s age. Even big name companies need to use keywords in order to not have their releases amongst the clutter of everything else on the web. If most people are like me they don’t want to have to go to page three of a Google search. If what I’m looking for isn’t on the first or second page I’m typing in a new phrase or keywords.

I hope you found these new rules as insightful as I did. Keeping up with the times is the only way you can go forward and be successful.

Go forwards and prosper,

Jake