HONG KONG – Through the results of the recent survey we conducted, we further learned that many in the communications industry also send their news to their own media lists. These may be contacts these individuals have built up over time or have had previous interactions or relationships with.
One way to build up customers’ own media list is to find the key contact at a particular media outlet in which Users are interested in being covered. The contact information is usually within the newspaper, publication or news website. If Users do go this route, Users need to make sure that they are definitely the contact for customers’ industry and information.
Most of those within the industry are aware that a press release is not a one shot deal. This holds particularly true when it comes to ‘branding.’ As per Marketing-Schools.org, Branding is a concept that extends far beyond the marketing of “brand name” designer jeans and other products. A company’s brand represents their market identity–who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more.
Branding of a business, product or service is an enormous undertaking that starts with communicating well on customers’ company website, keeping customers’ social media channels updated, being found in search results and, of course, using newsletters to reach customers directly. Much of this can be covered with a press release; however it does not end there.
Sending a press release requires some coordination between customers’ marketing team and communications team. Once the press release is written and signed off on by all those stakeholders who need to approve it, Users can send customers’ press release to the media using a press distribution service like NovationWire.
When customers’ press release has been sent through the distribution source of customers’ choice, Users can also send customers’ press release to customers’ contacts list through email. A good way to do this is to personalize each one. Journalists are not fond of receiving a ‘wide spread, generic email’.
After Users have emailed customers’ press release, it is advisable to share the link of customers’ story and post information within customers’ social media, as sometimes these stories can go viral. We are not 100% certain whether this was in part because of visibility that the story received through a search engine, or if it was because they shared their story link on LinkedIn. We are confident that many of NovationWire’s News Releases do receive increased visibility through search results, providing much earned success for many of NovationWire’s customers. This can potentially be attributed to an influencer finding the story and either making mention of it, sharing it, or partially re-writing / quoting customers’ original press release. There are many unknown factors that can contribute to a story going viral. And there is one thing for certain that we have come to recognize: If Users distribute a press release to the media, it will have a greater chance of attaining visibility online than one that is not sent out.
Once Users have 1) sent customers’ press release through a distribution service, 2) emailed it to customers’ contacts list, and 3) updated customers’ social media channels with customers’ link and a synopsis of the story, there is one last thing to do: 4) update customers’ newsroom if Users have one.
For those who are not familiar with a newsroom, it is a section of customers’ website that can be accessed by the media to find all customers’ previous news stories, media contact information, high resolution images, media kits and more. This is something that every business should have.
In summary, although there are a few steps to sending out a press release, none of them are rocket science. They are all very straight forward and if Users think about it, they all make sense. It is just a matter of doing it a few times to get used to it. If Users do not have the tools mentioned in this article, we recommend setting them up. Social media sites are quick and easy to set up and to update. Every business should engage in this. By following these steps, Users will increase customers’ visibility online over customers’ competition that does not engage in the use of News Releases.
NovationWire is a marketing firm that offers customized online press release distribution solutions. These online PR distribution solutions are for PR firms, agencies, organizations & Corporates. It includes e-mail delivery directly to Editors who are targeted to media editors at newspapers, magazines, and broadcast outlets like TV and news/talk radio stations. They also cooperate with significant wire services like ACN Newswire, JCN Newswire, Dow Jones Factiva, Reuters Eikon, Bloomberg Terminal, Yahoo news etc. NovationWire also provides a package to target different regions of the world and too different languages. These regions include Japan, South Korea, Vietnam, Philippines, Indonesia, Malaysia, Philippines, Singapore, China (Hong Kong, Taiwan), Russia, the United States, EU, UK, CA, AU, DE & many other countries. The Press releases could also be translated to English, Korean, Japanese, Chinese, Vietnamese, Thai, Malay, Indonesian, French, Portuguese & Spanish.