This article is written by Malayna Williams, managing partner of PWR New Media (
www.pwrnewmedia.com).
CoSIDA Editor's Note: In addition to using traditional AP style press releases, PR professionals are delivering an EPK (electronic press kit), encompassing the traditional release plus links to backgrounders/bios/fact sheets/website/audio/video, etc.
Again, although we know that there is no "one size fits all" communications formula, the EPK helps journalists do a "one-stop shopping" for your information and they don't have to research for the supporting information.
Also see: 2010 PoweRlines: 10 Digital Ideas for PR Professionals the 10 ideas:
1. Incorporate more video
2. Offer transferable assets
3. Share coverage info
4. Keep everyone in the loop
5. Keep it social
6. Give them want they want
7. Offer easy access to high and low res images
8. Cross-pollinate your efforts (plug your blog in your newsletter, ask journalists to join your RSS feed on your releases, invite your Facebook friends to join your Twitter, let followers know about your YouTube Channel, etc)
9. Make it fun and invite participation
10. Let them hear it (audio clips)
Today’s News Release: A Recipe For Success
This article is written by Malayna Williams, managing partner of PWR New Media (www.pwrnewmedia.com).
Wondering how you can whip up successful releases and get more coverage?
A recent study by Pew Research Center’s Project for Excellence in Journalism found that “official press releases often appear word for word in first accounts of events.”
Indeed, as news creation and consumption has moved to the Web, main-stream media outlets have migrated online and downsized, becoming more reliant on releases.
Journalists and bloggers have less time and support but still have very aggressive publication demands - particularly the demand to create online content. There are now millions of new voices as the blogosphere expands and social platforms enable new means of communicating. Now, even consumers encounter your public relations efforts online.
The upshot is that news releases are more powerful than ever when PR professionals successfully align their tactics with this new(s) reality.
Here are a few tips to help you stir up successful releases:
1. First, give journalists and bloggers solid news-worthy releases (don’t overdo the spin).
2. Then, sprinkle with in-demand multi-media assets, add a dash of social media, a pinch of SEO and top it all off with a dollop of easy-to-access background info.
3. Make sure your assets are easily transferable and sharable by providing downloadable high and low res images, offering embed codes with video players, and incorporating useful social media elements such as bookmarks (making it easy for recipients to share and archive your news) and footprints (inviting them to follow your brand online).
4. If you’re feeling creative, add a topic specific blog or invite them to an online demo. Don’t be scared to shake it up but do remember that content is still king and authenticity is the rule.