Press Release Best Practices for 2016

Every marketing tactic has best practices. These are a combination of expectations for the marketing tactic or channel, as well as guidelines for success. Press release best practices haven’t changed much over the years. There are some steadfast rules. However, there are also some best practices that have evolved due to technology and how we share media. Let’s take a look at both.


Understand The Press Release Format

It may sound like a simple thing, and a rule that can be broken, but the press release format exists for a reason. Anyone who reads your press release is going to expect you to adhere to the format. If you don’t, it won’t read like a press release and you risk losing credibility. While the format is decades old, it’s still an integral part of the process. Learn the format and follow it.

It Must Be Newsworthy

This is one of the steadfast rules of press release writing, and yet it’s also one of the most difficult to grasp and implement. Is your information news? Yes or no? If you’re unsure, then take some time to work with the content in your release. Newsworthy means that it’s topical. It’s important.

Know Your Audience

This is the case for any marketing piece, and it’s true for your press release too. You may be targeting new prospects, a segment of your audience, or the media – or a combination. Make sure you understand who you’re writing for and what they want and need from you.

Understand Targeting

When you distribute your press release through a service, you have distribution options. It’s important that you not only understand your options, but that you understand what industries and outlets will be impacted by your news. You want to make sure you get your press release in front of your target audience. Proper targeting can help increase your results.

Get It Edited

Your press release needs to be polished and perfect before it is distributed. Get it edited by a professional. Keep in mind that your release represents your company. It’s going to reach media representatives at media outlets across the country. If there are spelling, grammar, and citation errors, it’ll be noticed, and that puts a dent in your credibility. You’ve put so much effort into your release, so don’t forget this last step.

Cross Promote Your Story

Leverage tools like social media, email, and distribution channels to get the most coverage for your press release. It should go without saying that distribution is essential for optimal reach. However, make sure you choose quality distribution services and channels.

Leverage Social

Social media like Twitter, Facebook, and LinkedIn are prime opportunities to syndicate your release, to cross-promote it, and to gain social traction. In 2016, if you’re not using social media channels to promote your press release, you’re missing a key opportunity.

There are certainly more guidelines and best practices. When it comes to press releases it’s a process of adaptation and analysis. Headlines, intro paragraphs, quotes, social proof and even the timing of your release can all make a difference. Embrace the best practices and get the most from your marketing efforts.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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