Two of the hottest trends in online marketing these days are storytelling and publishing press releases. Combining the two can boost your results and get you the kind of media pickups that will extend the reach of your brand.
What is marketing through storytelling?
Marketing through storytelling is all about engaging your target audience’s feelings and emotions in order to develop brand interest, and hopefully, purchases and loyalty. Every business has a story to tell, with some more compelling than others. But it isn’t just about excitement or a fairy tale ending. It’s also about what makes you unique from all other businesses.
What is a press release?
A press release is an official communication written by a business in order to tell journalists and other media representatives about what is new at their company. The goal of issuing a press release is to get media pickups, that is, journalists using the information as the basis for the articles they write.
Journalists are usually working to tight deadlines, so a well-written and interesting press release can be exactly what they need to do their job well, especially if they work in a particular niche, such as health or finance, and they come across a really compelling story.
Why use storytelling in your press releases?
Almost everyone loves a good story. A good story has a beginning, middle and end, and a clear message or point to the story. Your press release will not only contain the news story you wish to tell, but a background story to place the news item in context.
The two levels of storytelling
You will have 2 levels of storytelling in your press release:
The first is the purpose of the press release itself. You should only issue one when you have something genuinely newsworthy to report.
and so on.
The story needs to tell the most important facts, which are known as the 5Ws of journalism:
Journalists use this as a checklist to make sure they don’t leave out anything. This formula also reminds them to write tightly, because, in the days of newspaper journalism, space was very limited. Therefore, they tried to fit the most important information in the first paragraph, with any other paragraphs offering useful supporting information.
The second part of your story is the last paragraph of your press release and is known as the boilerplate. The boilerplate can best be described as a mini-biography of you and your company. Who are you, what do you do, and why are you in business? You can use your company’s mission statement as your starting point to help describe what you do and why.
A good boilerplate will help establish your credentials and credibility and can help position you as an expert in your niche. It should also be impressive enough for a journalist to be willing to give you a pickup, and perhaps even get in touch in order to use you as a resource for one or more stories they are working on, which would give you even more pickups.