New-school ways to grab attention with your press releases

If your news items seem stale, try smartening up how you link, adding visuals and encouraging social sharing, to freshen them up.

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The content and structure of press releases have a far greater influence on the visibility of the message, and as competition for attention increases, the formula for a successful press release is changing.

Here are some ways to freshen the news releases your organization publishes, and get more results for your campaigns:

Make social interaction a priority.

• Serve your audience first. Frame the brand message in the context the audience craves.

Rethink links. Use them strategically to provide more information for journalists and potential customers.

• Link the names of people quoted in the press release to their bios or related blog posts they’ve authored.

• Embed a call to action for potential customers toward the top of the press release. Real-world example: PR Newswire client Jive Software reported a 200 percent increase in website traffic to a specific page when they moved a call to action for readers toward the top of the press release, embedding it right after the lead paragraph.

Format the press release to maximize sharing.

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