Simple Steps To Increase Press Release Engagement

Whenever you are planning to send out a press release, there are a number of strategies you can use to increase engagement with it, and boost its chances of getting picked up. Here are several simple steps that can help increase engagement.


1-Make sure it’s really news

Every press release should have some reason for being released, to tell your target audience what’s new in your business. Here are several types of press releases that will have built in engagement:

  • Product Launches
  • Fundraising drives
  • Milestones
  • Mergers and Acquisitions
  • Live events being organized, to drive attendance
  • Live events that have taken place, to report what happened

2-Be sure it has a human-interest element

One of the most popular marketing techniques at the moment is storytelling. It might be based on how you started the company and the values of it. It can also show a before and after story. People in your niche had a problem with X and you were able to come up with solution Y, for a happily ever after ending.

3-Watch your language

Don’t use a lot of jargon or buzzwords and phrases that are popular in your niche, but mean nothing to the average journalist or their readership.

4-Release at the right time

Timing can be everything when it comes to media pick-ups. If you want to drive attendance to a live event, for example, you need to send out your release early enough prior to the event to make people aware of it and get them to come. Once it is over, you need to report right away; the next day in most cases.

5-Get them fired up

Don’t be afraid to raise controversial issues and your take on them.

6-Tease and tempt

The headline and subhead should be enticing enough to get even jaded media representatives to become curious. Remember, 100% of headlines will be read, but only 70% of first paragraphs will ever be read, so you do your best to engage the audience’s attention and make them feel like the care about what you’ve written.

7-Pitch to the right people

This should be obvious, but a lot of press release writers get lazy and adopt a scattershot approach. Wrong. Every press release pitch should be aimed at the right journalists and bloggers who are writing about your niche or industry. Don’t send cooking tips to a sports writer.

8-Leave them eager for more

Your press release does not have to be an encyclopedia. Keep it short and sharp and give them a link to a page at your site where they can learn more.

9-Include a strong call to action

Give them a reason to publish, read more, or contact you for more information by including a strong call to action.

10-Include a great image

Studies have shown that press releases with an image are picked up much more frequently than those without.

11-Include a video

A video is even more likely to invite engagement than an image.

12-Think helpful, not spammy

Far too many press releases are sales letters in disguise. This will not impress any journalist and will not result in any pick-ups because it is not their job to do your selling for you. An interesting press release will lots of high-quality content, on the other hand, will be worth paying attention to and shared with the journalist’s target audience. Be helpful and you can not only get coverage for your press release but also start to be recognized as someone prominent in your niche or industry.

Use these simple strategies for increasing engagement and see what a difference it can make to your media pick-ups and traffic.

Call us today to speak to one of our PR specialists: 1-800-713-7278

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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