This post originally ran on PR Daily in February, 2015.
With Valentine's Day almost here, it's not uncommon for PR pros to
compare their jobs to the dating scene. But has wooing reporters evolved
like dating has?
Check out these eight aspects of modern dating—big changes from old-fashioned courtship—and see
to what extent they apply to news releases.
1. Don't play the “waiting game.”
One of the most important aspects of news distribution is timing.
Breaking news has to be released with lightning speed. In a fast-moving
news distribution and
consumption cycle, releases should be coming from your company as soon
as information becomes news.
2. Be familiar with modern modes of communication.
A news release doesn’t end with its publication. Don’t forget the
importance of sharing via Facebook, Twitter, Google+ to jump-start
increase the overall impact of your news. At Business Wire, we offer a
NUVI social media monitoring report
as part of our Global-Mobile-Social-Measurable features. That report
and others like it gather together the most important social media and
modern communication information from your release.
3. Be careful what you share online.
At Business Wire, we also have a strict security policy and we
check all of our releases not only for inappropriate content but also
for authenticity. This step ensures fake releases that could impact
stock prices or trading are discovered well before they are distributed.
Examples such as the Google/ICOA disaster, and the fake AP terror tweet serve only to prove how important this
extra security is.
4. Find your ideal partner.
Every piece of news you create is designed to activate a very specific
audience, so make sure they can see your news. Write your news release
questions and provide the data your core audience wants to see. That
will help not only move this audience through your sales and marketing
funnel, but to build
advocates. Be judicious in determining who receives your news and consider specialty audiences to ensure your key constituents can easily find your news and
5. Dress up.
Does your press release give a good first impression? Just like for a
date, you want to make sure your news looks as good as it reads. Add
photographs and/or video to make your news more attractive to your
News releases containing multimedia get an average of 3x more attention than plain-text news. Dress up your release to give your news the best chance possible of being found and read.
6. Racial and ethnic barriers matter less than ever.
Globalization is a must! Local, regional and global news distribution
options mean your news release can be shared with every market, with
minimal effort from you and your company. And think outside your own
backyard. The piece “The Wrong Color, the Wrong Word – The Importance of Cultural Knowledge in Global Marketing
” demonstrates exactly why you should be targeting a variety of
audiences to increase the overall impact of your communications program.
7. Do not assume exclusivity.
Press releases are the just the start of any news or marketing program.
You may have been the first to share that particular piece of news, but
you won’t be the last. Thanks to wide placement of your release and the
social networks, news releases are picked up faster than ever before and
shared over and over again. Make sure your piece is perfect before
and be ready to handle any reactions.
8. The world is smaller than ever.
As clichéd as it sounds, your news can essentially reach the whole world
(internet access permitting, of course) with the click of a button. The
is now considered the fastest communication medium in the world. Make
the most of it. Don’t limit the potential reach of your news. The more
can discover your news, the more opportunities you have to find, build
and activate your fan base.
As it turns out, modern day dating isn’t that dissimilar to modern day
PR. So this Valentine’s day, share both the love and your news. Be sure
to follow the most
important piece of dating advice: Have fun.
RELATED: Speak with one consistent voice to your internal audience with this free guide.
Hannah Kelly is newsroom editor for Business Wire Paris.