Tailor press releases according to the medium

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 13, 2019, 1:56 AM UTC

Brands should target trade publications if they are aiming for multiple media coverages.

This article states that press releases aren’t “dead”, but they are changing. Before sending out press releases to journalists, brands must ensure they provide valuable SEO for their own websites, serve as a primary information source for their investors and update the media on important changes and events.

Press releases could be made more engaging by using multimedia like videos and high-resolution photos, to improve the chances of getting coverage. Companies should use compelling headlines and bullet points while targeting broadcast media coverage, and use long-form content with evidence and research for print.

The author recommends engaging in social listening and media monitoring to align stories with current conversations. Brands should also position themselves as thought leaders to increase their probability of getting covered.

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