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Welcome To A Brand New Year – How About Making 2017 The Year You Re-energise The Press Release?

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Welcome to a brand new year.  I am sure you have already started a few lifestyle changes for yourself, but have you thought about giving your press releases an extra boost?  

Here are some helpful tips on what you could do to transform your press releases for the better.

1. Use hyperlinks that add depth and provide context

Crucially, these should not simply point readers to the organisation’s own website. Instead, they must provide context for the story through links to relevant statistics, research or background on a particular issue. This makes a journalist’s life easier and may nurture his or her longer term interest in the story, and the issues it may address.

2. Ensure the release is freely available It sounds obvious, but supplying press releases as locked PDFs, and in formats that don’t allow for easy copying and pasting of text, don’t lend themselves to use. Hiding them away in the poorly-indexed, irregularly updated news section of a website doesn’t help journalists find them.

It sounds obvious, but supplying press releases as locked PDFs, and in formats that don’t allow for easy copying and pasting of text, don’t lend themselves to use. Hiding them away in the poorly-indexed, irregularly updated news section of a website doesn’t help journalists find them.

3. Tie the press release to SEO strategy

As much of the story will end up online, a press release should include relevant keywords to support broader search engine optimisation efforts. Simply stuffing the release with keywords can impact on style and sentiment and is not recommended, however.

4. Repurpose the release in different formats

Content, as we are continually told, is king. To provide greater interest to readers, and further improve SEO, a press release can be turned into a short video, a series of informative tweets or, if data-driven, an infographic. 5. Target the right media The most clever and well-written press release will not generate coverage if it is provided to the wrong media. The recipients of each press release should be researched, identified and refreshed each time a release is produced. Particular attention should be paid to those vertical sector media, bloggers and industry associations who might also be interested in the story. Journalists can be targeted on the basis of their given interest in a subject area, whether they have written around similar subjects in the past, or whether a story meets a specific news requirement.

5. Target the right media

The most clever and well-written press release will not generate coverage if it is provided to the wrong media. The recipients of each press release should be researched, identified and refreshed each time a release is produced. Particular attention should be paid to those vertical sector media, bloggers and industry associations who might also be interested in the story. Journalists can be targeted on the basis of their given interest in a subject area, whether they have written around similar subjects in the past, or whether a story meets a specific news requirement.