Business owners often think they don’t have news significant enough to publicize, and that drafting a press release is complex. The truth? Your news matters.

Every company has moments that count. Even a small win—a partnership inked, product update launched, or sales goal reached—when publicized well can lead to a breakthrough tipping point. So when it comes to writing something as seemingly formulaic as a press release, every small business should explore how technology can handle the heavy lifting.

But the actual art of the process is promoting the release after it has been published, and this part of the process is where companies, both big and small, often fail. During her time in the media and PR industry, EZ Newswire co-founder, Caitlin Kelly, saw businesses make this same mistake again and again. They would publish a press release and hope it would magically reach a target audience. 

“Companies often publish an announcement and then close their eyes and wait for the phone to ring,” she said. “But the real value of a press release is gained from promoting the news effectively with the right audience—prospective customers, investors, and other stakeholders—when and where they are most receptive to it.” 

A press release is a digital breadcrumb that helps companies tell stories of growth and momentum and reaching as many existing and potential customers, news outlets, industry experts to alert them about how your business is growing requires a multi-touch and multi-pronged approach. Deploying the information in a variety of formats, and timing the promotion to reach your target audience when they are interested in learning about your business can create meaningful ripple effects. 

To make promoting a press release easy, the EZ Newswire team created a checklist of tactics to consider when promoting your release, which is free to download here.

In the meantime, as a founder who is tight on time and wears many hats, Caitlin has identified three critical next steps after publishing your press release to create momentum and get the most out of this unique moment:

1. Email blast to key stakeholders

From internal team members to existing and prospective customers, industry-specific reporters, investors, advisors, and others, sharing your press release with your core network is critical and email marketing remains one of the most effective marketing channels for growing businesses. This email can be as simple as leveraging your press release copy (no need to reinvent the wheel!), dropping the email list into the Bcc line, and closing the email with a call to action (CTA) that encourages recipients to further share your press release and business news with their communities helps build organic visibility and virality.

Don’t be shy about highlighting where your press release has been published. For example, if you publish your news in the Associated Press, your email subject line could include “As seen in the AP…”.

2. Sharing on owned social channels and in industry-specific forums

Share your press release news on your business’s social channels and in industry specific forums—whether that’s a Slack community, Discord server, and/or email listserv. Similar to the email blast, you can repurpose copy directly from your press release and leverage multimedia assets like video summaries of the content, too. Soon, EZ Newswire will make it easy to create a video asset to easily extend the content to platforms where video performs best.

3. Updating your and your team’s email signature

How many emails do you send a day? If you think of each email as an opportunity for awareness of and engagement with your business, your email signature should include clickable content like a link to your business website, LinkedIn, and latest press release. Make sure that your press release includes an eye-catching CTA that teases your business news.

Here’s an example for CodingNomads’ latest press release: Become a certified software engineer, data scientist, and/or AI prompt engineer for $0. More here! ("Here" = insert press release URL)

‍If writing a press release from scratch sounds daunting, let us help! Create, publish, and strategically place your professional news release in minutes by clicking here.

If you’ve never written a press release or think your business news isn’t significant enough for a press release, this guide is for you!

Press releases are key to promoting any business momentum or growth (e.g., product launch, signing your first commercial deal, or making your first big hire). Each press release published into the world is a bread crumb of your business’s story and provides visibility of your traction to media outlets, potential customers, and the broader web (read: Search Engine Optimization).

Let’s get started!

#1. Isolate your business news and why it’s important to your customers and your industry. (This will also help you write an attention-grabbing headline!)

Once you’ve identified the business news, start by writing your headline. This will be the blueprint for your actual press release.

We recommend sticking to the tried and true 5 W’s:

• Who is the press release about? [Your business here]
• What is happening that is newsworthy?
• When will the newsworthy action take place?
• Where is the newsworthy action happening?
• Why does it matter?!

The most important W? The “why”. Editors and reporters estimate they receive dozens of press releases in their inbox, every single day. You will get their attention by making your business’s news pass the “so what?” test.

Here are two EZ Newswire headlines that pass the “so what?” test:

• “Flume Health Announces SOC 2 Type II Certification, Demonstrating Commitment to Data Security”
• So what? A healthcare company gets a key data security certification that highlights its commitment to protecting patients’ sensitive health information
• “Former MasterClass Talent Executive and Emmy Award-Winning Producer Launch SonderCo To Reinvent Talent and Brand Partnerships”
• So what? Talent and brand partnerships are being reinvented at new digital agency by two talent sourcing experts (an Emmy Award-winning producer and MasterClass’s ex Head of Talent)

#2: The first paragraph matters (a lot).

The first paragraph of your press release is the most important. Attention spans are limited so all the key information (the five W’s) needs to be captured in the first paragraph, especially the “why”.

Here’s an example from a Jersey Mike’s press release published via EZ Newswire:

“Jersey Mike's Subs announced today the return of its elementary school creativity competition in partnership with the world-famous Harlem Globetrotters. Known as the ‘Court of Creativity presented by Jersey Mike's Subs,’ the contest will award $1,000 to 10 finalists, and one grand prize-winning school will receive a visit from the Harlem Globetrotters before the end of the 2023–24 school year.”

Why is this press release newsworthy? A major fast food chain, Jersey Mikes, is partnering with a major sports franchise, the Harlem Globetrotters!

#3: Show, don’t tell.

Brevity is key in a press release. You want to share your business news concisely and have the body copy driven by supporting data points and quotes.

For quotes, avoid filler. Include quotes from key stakeholders that drive the narrative forward. 

For example, we love this quote from a Glamorise press release published via EZ Newswire:

“Our bra designs are rooted in the idea that no one knows more about a bra than the consumer," said Glamorise CEO Jon Pundyk. "We conduct extensive consumer research, spend years in the fitting room developing a new bra, and then run consumer wear panels to refine our designs so they really work. We’re proud to say this new line is perhaps our most focused and thoughtful in the company’s history."

The quote not only stands out because it’s from the company CEO but because it underscores why the company’s business update, about the launch of a new bra line whose design is informed by extensive customer research, is newsworthy.

#4: Don’t forget a boilerplate and a media contact.

The boilerplate is a standard component of a great press release. It is a 2-3 sentence overview of your business that is included at the end of the press release under the heading “About [Your business here]”, usually ending with the company’s website so that readers know where to go to learn more.

And don’t forget to include a media contact! That is who media outlets will reach out to if they want to report on your business.

#5: Optimize for keywords.

Once you’re done writing, ensure your press release copy, especially your headline is optimized for search discoverability. Include keywords that are aligned with the topic of your press release in the headline, first paragraph, and at least two other times in the press release body copy.

You can leverage free keywords tools like Ahrefs, Semrush, and WordStream to find the best topic-specific keywords based on your press release topic.

#6: Be thoughtful about where you distribute your press release.

Your press release doesn’t need to reach everyone, only your key customers (publishers and potential buyers of your product and/or service). To reach your key customers, you need to have a firm understanding of their media diet. You want to ensure your press release appears in publications and properties they regularly read. Leveraging a tool like EZ Newswire allows your business news to appear where your key customers already are.

#7: Don’t forget to share the press release with your network.

Your news matters to those in your community, including existing and prospective customers, employees, and investors. Be sure to use your social channels and an email campaign to distribute a press release and amplify your business announcement. Remember that momentum begets momentum!

‍If writing a press release from scratch sounds daunting, let us help! Create, publish, and strategically place your professional news release in minutes by clicking here.

In the ever-evolving realm of media relations, staying ahead means embracing the transformative power of the digital landscape. As technology continues to redefine the way we communicate, the future of media relations is marked by innovation, efficiency, and a seamless blend of traditional and digital strategies.

Embracing Digital Transformation

Gone are the days when press releases relied solely on print and broadcast channels to reach audiences. Today, the digital landscape offers a vast playground for communicators to amplify their messages. Social media, online news portals, and multimedia integration have become integral components of a successful media relations strategy.

The Rise of Social Media

Social media platforms have emerged as powerful vehicles for disseminating information quickly and engaging audiences on a global scale. Platforms like Twitter, LinkedIn, and Instagram allow for real-time updates, fostering direct interaction with stakeholders. Savvy PR professionals are leveraging these platforms to share press releases, connect with influencers, and monitor industry conversations.

Multimedia Integration

Visual storytelling is at the forefront of the digital revolution in media relations. Press releases are no longer confined to text; they now incorporate images, infographics, and videos to enhance engagement. The future demands a multimedia approach that captivates audiences and conveys messages in a more compelling and shareable manner.

Collaboration in the Digital Age

The future of media relations emphasizes collaboration as a key driver of success. Digital tools enable seamless teamwork, breaking down geographical barriers and fostering real-time collaboration among team members. Cloud-based platforms, shared documents, and project management tools streamline the process of crafting and distributing press releases.

Breaking Down Silos

In the digital landscape, breaking down silos within organizations is crucial. PR teams need to collaborate not only with each other but also with marketing, social media, and content creation teams. A holistic approach ensures that press releases align with overall brand messaging and reach the widest possible audience across various channels.

Data-Driven Decision Making

As we navigate the digital landscape, data becomes a guiding force in media relations. Analytical tools provide insights into audience behavior, engagement metrics, and the overall impact of press releases. PR professionals can now make informed decisions, refine their strategies, and measure the success of their campaigns with precision.

Analytics for Optimization

Analytics dashboards offer a comprehensive view of press release performance. Metrics such as click-through rates, social media shares, and audience demographics empower PR teams to optimize their content for maximum impact. Understanding what works and what doesn't is instrumental in crafting future press releases that resonate with target audiences.

Navigating Challenges in the Digital Era

While the digital landscape presents immense opportunities, it also brings forth challenges that PR professionals must navigate adeptly. The speed of information dissemination, the rise of fake news, and the need for authenticity pose unique hurdles that require strategic solutions.

Authenticity in the Age of Information

In an era where information travels at lightning speed, authenticity becomes the linchpin of successful media relations. PR professionals must prioritize transparent and honest communication to build trust with their audiences. Fostering authenticity is not only a response to challenges but a proactive strategy for long-term success.

Crisis Management in Real Time

The digital landscape demands agility in crisis management. Social media can amplify crises, making real-time responses crucial. PR teams need to be vigilant, monitor online conversations, and respond promptly to mitigate reputational risks. The ability to navigate crises in the digital era is a testament to a robust media relations strategy.

Conclusion: Paving the Way Forward

As we navigate the digital landscape, the future of media relations lies in embracing change, leveraging technology, and staying attuned to the evolving needs of audiences. Collaboration, data-driven decision-making, and authenticity will be the cornerstones of successful media relations strategies. By navigating the digital landscape with foresight and innovation, PR professionals can ensure that their press releases resonate in an ever-changing media landscape. The future is digital, and the possibilities are boundless for those ready to embrace it.