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.