When you think about a press release you probably think about getting your story in front of the media. That’s definitely part of it. When the media – and we’re talking about bloggers, magazine journalists, and reporters – cover your news story, you’ll reach a much larger audience.
Getting the media to cover your story is the tricky part. Yes, you absolutely have to make sure that your press release is newsworthy. That means it’s relevant to your audience, timely, and it offers some level of value to the reader.
But being newsworthy may not be enough.
Without branding, your press release may not be able to compete with the other news stories of the day.
What is Branding?
According to the American Marketing Association, “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Thus, branding is when you apply your brand to your company message or marketing materials.
So how do you brand your press release and why?
Quite simply, branding helps create a consistent message and theme for your reader. It helps them identify who you are and what you’re about. If they’re familiar with you prior to reading your release, then the branding further strengthens that connection. If you’re new to them, it sets the tone.
The Media is a Reader Too
Think about this; when a media representative reads your press release they are not just reading it with an eye toward the value it would provide their audience. They’re also reading it as a human being who may or may not be familiar with your company. Branding helps communicate and clarify your company’s message. It also strengthens the story and helps the media rep cover it.
So How Do You Brand in a Press Release?
First, you must know your brand’s message, voice, values, and mission. Assuming you know them, then they need to be communicated consistently throughout all of your marketing content. While a press release is a relatively formal form of content, you can and should have your voice represented in it. You can do this through the information you provide, through the quotes, and also through the images you choose.
Yes, you may have your logo on your press release, but your logo isn’t your brand. It’s simply one tool that you use to communicate your brand.
A press release is quite simply a form of marketing content. The goals and objectives for the content may be different than they are for other content marketing formats and the channels and audience, but the importance of consistent branding remains the same.