Today’s communications climate calls for creativity when you’re releasing information or news.
Instead of pushing out information with press releases or statements, PR pros are making strides to be memorable. Most integrated marketing campaigns have a particular way of reaching a certain audience and emphasizing key aspects of the news.
Next time your organization has something to say, instead of rushing to publish a press release, consider these options:
A bounty of social media channels
Depending on your business, some social channels are more relevant than others. When tailoring a message for social media, it’s important to know what aspect of your news is most important to a certain niche.
Although Facebook, LinkedIn and Twitter are the most obvious choices to consider when advertising or promoting your news, there are alternatives.
VentureBeat predicted that specialized social networks will grow in 2016. When evaluating future social media channels, you should remember whom you’re targeting and why. Specialized channels give you more direct access to your customers.
Despite their waning relevance, press releases still serve a purpose. They show consistent traction and present a formal declaration on a significant achievement.
The traditional style of press releases, though, can be constrictive and lack personality. This is where informed leadership comes in. These are contributed articles or blog posts that can put an approachable or informal spin on your organization’s news.
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It’s best to have these posts come from someone close to the project and include lots of images and anecdotes. For reference, read this post on Cisco’s blog about a recent achievement.
Make it measurable
What’s the point of tooting your own horn if you don’t know who’s listening? To prevent your content from being ignored, establish clear metrics. Metrics will tell you if you’ve reached your target audience and whether that interaction led to sales.
Stephanie Kays is a director at Eastwick and specializes in integrated communications, client management and business development. Connect with her Twitter or LinkedIn .