Mastering the Modern Press Release to Amplify Your Brand Narrative

Mastering the Modern Press Release

Since the emergence of public relations, press releases have been a staple in the arsenal of PR professionals, serving as a fundamental communication tool. However, in today’s fiercely competitive media landscape, you might wonder: Do press releases still maintain their effectiveness in promoting brand messages and generating earned media?

The resounding answer is yes. In fact, according to Cision’s 2023 State of the Media Report surveying 3000 journalists worldwide, journalists consider press releases their most desired resource from brands and PR professionals. And when generating content ideas, journalists rank press releases at the top of their list of valuable resources.

It’s clear that press releases remain a potent force. So, read on to discover the art of mastering the modern press release to amplify your brand narrative.

Fine-tune Your Press Releases

Given the volume of press releases journalists receive – with some journalists receiving 100 or more weekly ­– it’s important to make your releases stand out by providing genuine value.

Craft a compelling headline. Incorporate action words that clearly convey the “who,” “what,” and “why” of the story.

Use emotional storytelling. Pull examples of how your product made your customer’s life easier, helped streamlined their process and enhanced their business.

Integrate captivating visuals. Use high-quality photos, videos, infographics, and data visualizations to enrich the press release’s appeal.

Add credibility. Instead of generic quotes from the CEO, include unique data, research, or testimonials from a satisfied customer.

Employ strategic formatting. Utilize bullets, subheads, bolded text, and concise paragraphs to enhance readability.

Avoid jargon and clichés. Present information in clear and straightforward language, avoiding marketing jargon.

Incorporate a clear call to action. Provide backlinks to your brand’s website, press room, or social media accounts.

Reinforce brand awareness. Include your brand’s logo to facilitate easy incorporation into media coverage.

Lastly, solve problems and provide solutions; don’t self-promote. Too many releases focus on the company writing the release and not on the intended audience. They’re filled with “WE” language, leaving out how the “news” will benefit the reader. Before you write another release, it’s important to answer one question: “What’s in it for them?”

Utilize multimedia when mastering the modern press release

Speaking of expanding on captivating visuals, multimedia elements serve as a powerful tool to elevate the appeal of press releases and facilitate journalists’ coverage. Research indicates that press releases featuring images, especially multiple images, achieve higher reach and engagement rates. Considering that the majority of journalists have utilized multimedia in their published stories, incorporating visuals becomes even more crucial.

A short-form social video version of the press release can significantly expand reach when shared through various channels. Multichannel news releases (MNR) featuring visual-forward content, such as videos, interactive charts, and infographics, can be syndicated to targeted media outlets, almost like a wire service tailored specifically to multimedia storytelling.

Cultivate lasting relationships

Establishing credibility and trust forms the bedrock of enduring connections with journalists and media outlets. B2B PR firm professionals can make their jobs easier and gain more coverage by understanding journalists’ audiences and interests.

Utilize media management databases, targeted outreach, and sophisticated media monitoring technologies to help build fruitful relationships and improve success rates.

The bottom line for mastering the modern press release

Through well-executed, innovative strategies that uphold the core principles of PR and building trustworthy and mutually beneficial relationships with media, you can master the modern press strategy to amplify your narrative.

Whether you’re a CEO or founder looking to establish your personal brand or a business aiming to enhance visibility, Rankin PR possesses the know-how and track record to assist you in achieving your objectives. Let our experienced B2B PR agency team create a customized strategy that perfectly aligns with your unique public relations requirements.