Writing a Press Release for Social Media
You should remember that your press release will have a better chance of being picked up by social media if it provides everything that online journalists and bloggers need.
The release needs to be straightforward and make the work of online journalists and bloggers easier by providing content for podcasts, blogs, vlogs, RSS, tags and forums, etc.
It's a good idea to build a link and RSS feed specifically for this release to a Delicious (formerly del.cio.us) page. Ensure you include hyperlinks to relevant information, providing content and on-going updates on this page.
Here are the elements of a social media press release:
- Headline and subhead
The body of your release should contain headers:
- News - give a brief description of what the announcement is. Bullets are acceptable
- Quotes - pre-approved quotes from the CEO, President or other senior executives
- Third Party Quotes - pre-approved quotes from partners and stakeholders
- Quick Facts - bulleted facts about your organization
- Learn More - links to more information about this or similar announcements on your website
- Tagged Content - tagging is a way to categorize your posts, photos (CEO, third party), podcast (sound bites), graphics (statistics, logos, etc.), video, links to reference sources and other coverage
- RSS feed to your news releases
- Add to Delicious as a portal to this news
- Include technorati and digg this tags
- Contact Information - client, spokesperson and communications contact names, phone, email, website, blog, etc.
Tip: Don't use more than two quotes per person in the release. You should have additional quotes ready for journalists who ask for more.
Pennywise Public Relations
You need to increase your company's visibility but you only have a small budget. No problem!
There are many cost-effective ways to get media attention for your company and its' activities.
A solid plan gets effective results:
Always start with a plan. It should:
- State what you want to achieve. These are your objectives - raise your profile, enhance your reputation, show your company is environmentally responsible etc.
- Tell your story. Do this through key messages (only 3 or 4 short sentences telling your story).
- Identify who will be your spokesperson/s.
- Define your key audiences (who you want to hear your story). This includes the media.
- Explain how you are going to do this - your strategy and tactics. These will include what media you will approach and how.
- Cost out your strategy and tactics.
- Identify how you will measure success.
And don't forget that you'll need a media list. If you don't already have one, create one with contacts at newspapers, magazines, radio, television and cable stations plus their websites and new media sites. Don't forget to include company, corporate or supplier newsletters. Now you're ready to put your plan into action.
PR tactics that cost little or no money:
There are many cost effective ways to get your story out. There are the standbys of media advisories, press releases and calendar listings (if you are holding an event).
And there are letters to the editor, opinion editorials (Op-Ed), and matt articles (you write an article and submit it to your local newspaper, trade magazine or supplier newsletters).
If you have a big announcement that is newsworthy you can always consider a press conference. You can hold it at your company offices or off-site to provide an interesting photo opportunity for the media.
Tip: Make sure your press releases and other materials always have your website address and are posted on your website.
New media:
Make use of social media by posting your information on networking websites or send comments to blogs that cover your industry or sector.
Tip: You can find writers blogs that cover your topic at technorati.com.
Other sites you could consider are:
Wikipedia - Build your own business reference page.
WikiHow - Create a how-to guide or tutorial to share your company's services with the public for free.
Facebook - Join other businesses vying for advertising opportunities, event promotion and more.
Care2 - Become a presence on this site to showcase your company's efforts to go green.
Newsvine - Use this site to feature top employees by uploading their articles, studies or other news-related items. A free account will get you your own column and access to the Newsvine community.
Wetpaint - Create your own wiki to reach your audience to increase your company's presence online and promote your business.
Tip: Regular posting of online press releases can position your company as the thought-leader in your industry. These releases can show your company's expert knowledge of your marketplace, concern for your customer needs and your advice for other businesses in your sector. Don't worry about your competition stealing your ideas. Once it's out there you can always prove ownership.
Be an expert:
One of the best ways to get free publicity is to offer yourself or an expert in your company on a topic to:
- Give the local and/or personal angle to national or international stories you see in print or on TV or radio. Local media are hungry for the local angle.
- Write a monthly column for the local newspaper.
- Be the keynote speaker for a breakfast or lunch at local Board of Trade, Rotary Club or Chamber of Commerce.
Lists:
David Letterman's Top Ten lists are still popular with the media. Make your story into a numbered list and send it to the media. Here are some ideas:
- Ten myths about asthma. (health service provider or pharmaceutical company)
- Eight tips to save energy. (a gas or hydro provider)
- Six steps to career success. (recruiting company)
- Four books you need to read before investing your money. (publisher)
Cross Promotion:
It's easy to double your promotion by arranging with non-competing partners, suppliers or clients to promote each other.
Micro-marketing:
If your customers or clients are local buy advertising space in your community paper/s. The cost to produce and run your ad is much cheaper than advertising in a daily newspaper or on television or radio.
You can go paperless (almost)
Send your media release/s by email. You can also send high-quality photos by email.
Tip: Mornings are the best time to email the media. Avoid sending to the media on Monday and Friday.
Nine Things to Ask Yourself before Writing a News Release
Only write your news release if you can answer yes to four or more of the following questions.
- Is it newsworthy?
- Will people care about this?
- Is it useful?
- Is it informative?
- Is it interesting?
- Is it timely?
- Is it unique?
- Is it unusual?
- Does it set you apart from everyone else?
