Global consumption of news is at an all-time high. Our digital lives keep us constantly connected and fed with a steady diet of emails, shares, tweets and more. The result is that people actually have less time to read than ever before.
So, how do you create press releases that will get the attention of an overstimulated audience?
Here are 10 tips to help your company’s news release stand out:
Focus on the headline
Include your company name and an action item
The headline is your best chance to make a statement and to capture the reader’s attention. Use the opportunity to make an impression
Keep it concise
Many will not read beyond your headline and first paragraph, make your point early and get the important details across promptly
Less is more in an era where the average person is overwhelmed with content
Use multimedia
A picture/map/chart/video will increase viewership of a news release and provide a visual representation of the message
Include a quote
Readers’ eyes are naturally drawn to the first quote
A quote adds a human element to the news and provides great content for journalists
Link back to your website
Your press release shouldn’t explain every detail. A link will encourage readers to visit your site for more information
Use social media
Your investors are using social media and you should as well
“Like,” “Share,” “Re-Tweet” your own releases and encourage other to do it too
Stay active
A news release should be issued at least once per quarter. This helps you to maintain momentum, build a historical timeline of announcements and keep your story relevant
Build and maintain your own contact list
Allow investors and potential investors to subscribe to your mailing list
Collect contacts within your industry - media, analysts, bloggers
Include the list on your news distribution
Think like a “skimmer”
Let’s face it, your readers are scanning through your press release (a natural consequence of our time-starved society) – so create your news release for the eyes of a skimmer
Let readers quickly find what they’re looking for and catch their attention by using the tips in this list
Use a reputable newswire
Although you can promote your own story, nothing takes the place of a trusted newswire
In a world of “fake news,” an emphasis on authentication will only grow stronger
You are one among thousands of public companies in North America, all competing for the attention of enthusiastic, research-driven investors. If a news release is your best tool for marketing your company, consider your audience’s perspective, reading habits and research needs. Implement these 10 tips. And then enjoy an increase in reader feedback; an increase in awareness of your company; and an increase in your confidence that your press releases are effectively promoting your message.
