Oh, the news release (also known as a press release). Is it dead? Is it alive?
Depending on what you’re trying to accomplish, we believe the news release is still an effective and efficient tool for communicating news. In fact, according to our account rep, BusinessWire publishes about 500 releases every business day.
But there’s more to the news release than sending it to a handful of targeted journalists. Make sure you keep these tips in mind the next time you announce news:
- Develop an internal communications strategy: Employees don’t want to first learn about company news in the news. As you plan the announcement, make sure internal communications is not an afterthought. Consider sharing it via email, including it in a company newsletter or directing communications through managers. For major news, organize a company-wide meeting.
- Update the company’s website: According to data from Chartbeat, an average user spends less than 15 seconds on a webpage. If they’re searching for your company, don’t make it hard for them to find the news on your site. Whether it’s on your newsroom or on the site’s homepage, make sure the company’s announcements are easy to find.
- Share it on social: It seems like a given, but coordinate with your social team to announce the news on social media to coincide with traditional media. The announcement should be included in their editorial calendar, to be certain the announcement gets the necessary attention it deserves on social channels. As a bonus, if your team is doing advertising on social, consider promoting a link to favorable news coverage of the announcement.
Care to share how your team leverages news releases? Leave us a comment below.