Sharing Your Brand’s Love Stories
Selling news about your brand isn’t your typical love story, but we’re here for it. Let’s talk about those beloved long-form media pitches known as press releases, and why effectively pitching earned media can boost visibility for your organization or community.
So there’s an announcement in your organization – a new leadership hire, a recent development or project, or maybe a rebrand, a give-back project, or resident’s community event – and tools are necessary for pushing your message out on a grand scale. We understand the abundance of media options readily available; however, choosing the right platform can be imperative to boosting visibility across the board.
What is a Press Release?
A press release is an official internal document that is pitched to media outlets to effectively inform the public on organizational updates. These press releases are then sent to media lists and featured journalists, with the purpose of media coverage. Once the press is released, for lack of better words, your work here is done.
Voilà, right? Wrong.
Let’s dive in.
Writing The Press Release
The written word is powerful when sharing a controlled narrative – a fancy way of saying, share your love story with the industry. Writing a press release can seem daunting, but truthfully you’re sharing the details of an exciting announcement with your peers or network.
According to Hubspot, here are the steps on How To Write a Press Release:
- Write a compelling headline
- Add context with a sub-headline
- Convey the news value to the press
- Offer a tempting quote
- Provide valuable background information
- Provide the ‘who’ and the ‘what’ in a boilerplate
- Include contact information
- Proofread before publishing
Choosing Relevant Industry Media Outlets
Identifying a niche media outlet to pitch your press release is a key component to sharing your story. For example, a senior living community update will not likely land coverage on Women’s Wear Daily, but it might be picked up by McKnights Senior Living or Seniors Housing Business. See 12 Oaks Senior Living’s C-Suite podcast appearance or Solinity’s Second-generation Korean American brings ‘silver towns’ model to Georgia.
Pitching to The Press
Keep in mind, journalists have countless email pitches in their inbox a day. This shouldn’t discourage you, it should motivate you! What makes your story compelling? How is it creative and innovative to the industry? What are keywords that make your story newsworthy? Craft a clear, concise email pitch with a compelling subject line, and see what happens.
According to Hubspot, here’s tips on How to Submit a Press Release
- Find journalists who might be interested in your press release
- Get contact information
- Craft your pitch
- Make your subject line irresistible
- Send your press release pitch (at the right time)
- Follow-up on your press release
Utilizing Consistent Messaging Across Collateral
Once your press release is published by media outlets, it’s important to utilize the coverage on your organization's platforms. That means engaging, reposting, sharing, and spreading the word across your brand's digital footprint.
Email Newsletters
Extra, extra – read all about it! Media features are a big deal, and email marketing is a powerful tool when it comes to delivering industry news to your audience. Including your press release feature in the latest newsletter will boost visibility, engagement, and brand awareness.
Engaging on Socials
When media outlets share about your organization's news, it’s worth celebrating along with them. Engaging on social media features is just as important as publishing the article. Here’s our rule of thumb: always like, comment, repost, and tag. Simple, yet effective.
Feature Your Feature
When it comes to a media feature, be your own biggest fan. This means utilizing the messaging and assets across all of your brand platforms. If your digital platform has the ability to post or publish (which it does, of course), then it should be posted. Lean on your trusted social media managers and marketing specialists to utilize this campaign in your social strategy in a timely manner.
Make The Press Release Work For You
You have the story, and you have the tools – now make the press release work for you. If you’re like us, there’s an abundance of news to share, and industry leaders like you to share it with. The bottom line with a press release is to update your audience and get your message out on a grand scale.
Have a newsworthy initiative but need help crafting the narrative? We’ve got you covered.
Let’s tell your industry love stories, together.