The media release has had a rough time of it lately. Call it the Rodney Dangerfield of marketing communications – persberichten europa“don’t get no respect.”
That is too bad, as in this electronic world the information release remains the building block of several effective communications applications. Done right, a news release may get your company noticed on the Internet, in addition to alert information editors, news directors, bloggers, etc., of all those vital things happening in your company.
- The mistake many businesses make, however, would be to restrict distribution to the obvious recipients – the media.
- Here is how to boost the yield on your investment in creating a discharge. You can’t beat that!
So here are twenty ways in which you can employ your launch to communicate with your customers and prospects. –
1. Distribute your release to the proper news media. This sounds obvious but most companies either burst their release to each email address that they can find, which simply annoys editors who have no interest in your industry, company, etc., or they create a custom list and don’t appear creatively at less obvious media.
2. Publish the launch on your business web site. If the launch is more keyword rich, the search engines are more likely to index your narrative.
3. Even when the subject matter isn’t directly related to their own interest in your small business, most will appreciate being informed about your business. A personal note attached to the release can make this even more effective.
4. Distribute the launch to your workers . Many companies neglect to do so, or only make copies available to workers who have a clear need to know the contents. Keeping everyone in the business informed is a fantastic practice. An intranet or business email is a suitable news delivery system.
5. Use Twitter to promote a connection back to the launch on your web site. Consider relevant hashtags that might increase the audience size and potential retweets.
6. Email the launch to your own in-house email listing. This might consist of prospects, newsletter recipients, along with others which you email to frequently. You do not have to email the entire launch – a link back to the webpage with your release will work fine.
7. Contain the release on your press kits. This might seem obvious but most press kits become stale after a while. Including copies of two or three of the latest releases can keep the kit up-to-date.
8. Chances are you are getting queries about your business and services on a regular basis. If you’re already using an auto-responder to allow contacts know that you have obtained their email, why not incorporate a link to your media release?
9. Use company bulletin boards to display the release. This can be in an area for workers or maybe a customer waiting area.
10. Utilize your company site to publish the launch. Adding proper tags may raise the odds of other bloggers and members of the press picking up your story.