The changing digital habits of Australians have led to a re-think of how media releases can be presented to make maximum impact on your audience. Research shows that six out of seven journalists use social media to generate leads and source information on companies and senior executives. Reaching bloggers requires a social approach too. A standard press release PDF may no longer be the most effective way to distribute your company news. Media releases can leave a greater impression by adding a few social extras.
Communicators should consider adding the following to their next media release:
- A tweetable title
Make your title meaningful – think about what your audience would “Google” to find this? Use that wording, which may be different to your corporate phrases. Keep the title under 110 characters and it becomes easier for your message to spread via Twitter. - Key facts and quotes
Use a few bullet points to outline the key facts followed by a list of stand out quotes from the spokesperson. Some reporters like a quick breakdown of the facts. - Downloadable media
A video that can be embedded into other sites, audio files with transcripts for radio to use, an image gallery that can be used to make your story look good. Again, if you make it easy for the journalist/blogger, they will be more likely to use it. - Sharing buttons
Make sure your media release page has the usual social media sharing buttons – Twitter, LinkedIn, Pinterest, Facebook etc. – whatever is relevant for your audience. - Contact details
It seems odd that some media releases don’t list an actual person with their direct number to contact. If you want people to contact you (and use your media release) – make it easy for them!
Of course, the format of your release will be determined to some extent by your audience. If it is primarily for a regulatory function, you may face some restrictions. But it is worthwhile considering your options.
