Not every press release will garner excellent news coverage. There are a variety of reasons why that’s the case, but media relations is a topic for another time. Now, we’ll look at some inbound marketing and employee communications tactics for getting more value out of your press releases.
Publish it to your online newsroom
Regardless of how much media coverage you gain, posting press releases to your online newsroom is always a good idea. Putting releases online is helpful for members of the media when they do want to cover your business, the page content can boost search engine optimization (SEO), and the link itself becomes a valuable tool for amplifying your message. If you don’t have an online newsroom, take advantage of your blog for publishing the content.
Share it on social media
Now that your release is online, share the link across your social media channels. If the release includes video, photos, or infographics, it increases in SEO value and is more likely to be shared by others. You can also take advantage of hashtags to help your messages get found.
Share it with your sales team
Your sales team is the face of your business in the community, and you certainly want to make sure they’re always up-to-date with company news and events. Don’t ever let them be the last to know what’s happening in the organization.
Publish it on your intranet or in your employee newsletter
Don’t have a sales team? The idea here is the same; make sure employees know what’s going on in the company. Employees are your best ambassadors, so keep them informed and take advantage of word-of-mouth promotion to share your news.
Distribute it to your email subscribers
Why struggle to find articles for your newsletter when you’ve already taken the time to write a press release? With some minor tweaks, you have a story ready for publication to people who have already expressed interest in your organization. Including social sharing buttons makes it even easier for subscribers to share the information with their own networks on social media.
Send it to your local chamber of commerce
Are you a member of the Chamber of Commerce in your area? Chances are, the chamber is on the lookout for member news. The chamber can dramatically increase the reach of your announcement by sharing the information across its communications channels, which may include magazines, TV and radio shows, email blasts, and social media.
Be on the lookout for other places to post
Similar to Chambers of Commerce, other trade and membership-oriented organizations frequently share news about member organizations. Sharing your release through affiliations of those types could lead to feature articles, social media shares, and inbound referring links to your website.
The buying process typically begins with a search for information, and press releases offer the useful content sought after by current and prospective customers. Making the information widely available through inbound marketing tactics can amplify your messages and attract viewers to your website. So, the next time you write a press release, don’t stop at media distribution and pitching. Incorporate these actions into your public relations strategy to achieve your communications goals.
You may also be interested in “Public Relations Strategies for Small Businesses” and “4 Steps to Prepare a Public Relations Strategy Before You Send a Press Release”.
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