Press Release Marketing Trends to Pay Attention To

The press release was originated in 1906, when a Pennsylvania railroad company wanted to connect with journalists about a train accident, to ensure that the story was covered correctly and that the news would be managed. Today, if you look at many press releases it may seem like not much has changed over the past one hundred or more years. However, the truth is that many things have changed about the press release and they continue to change. When you understand trending press release marketing tactics, you can leverage them to grow your own business and marketing strategy.

It’s all about the Social Media Release

Let’s set the record straight. Traditional press release distribution is alive and well. In fact, if you want to compete and reach your audience then online press release distribution is a must. However, to take your press release marketing to the next level and stay current, it’s important to take advantage of social media. A social media press release captures the features that make social media so powerful. 

Your release can be shared on social media.  And what’s shared more often on social media than any other type of content? Images. That brings us to the next trend to pay attention to.

Images, Including Video

Media representatives seem to be drawn to two key types of content, the infographic and the video. When you can include these components into your press release, you’re more likely to attract media attention. In fact, the vast majority (73 percent) of reporters believe that press releases should include photos. And, assuming you’re sharing that release on social media you’re also more likely to get some shares of those infographics and video links. Consider creating special images and video content – less than two minutes in length – for your press release.

Contact Information

Chances are you have contact information on your press release already. You have a designated press and publicity person on your team who handles media inquiries. That’s great. But what about your social media contact information? Can people who read your press release find you on Twitter, LinkedIn, Facebook or Instagram? Can they connect with you on social media? Make sure that if you’re distributing your press release on social media that your release shows them how they can connect with you. 

The traditional press release is still alive and well. Your release will still have a lede, a boilerplate, and it will stick to the facts. However, today’s press release can also contain links to video, images, infographics, and social media contact info. Leverage these opportunities and get the most from your press release 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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