So you’ve written a press release. You have followed all the helpful tips we’ve written about them, you have distributed it, and you are done. Congratulations.
Now what?
Well…there’s the internet.
We often say here at Breaking Even, ‘Make once, use multiple times’ and the same is true of our trusty press releases.
Option 1: Using Press Release As Blog
Hassle factor: Walking to your mailbox and back.
Interesting to others factor: A quarter on the sidewalk.
You can think of your website or blog as an archive of your business’ history. Including press releases on your website (versus linking to where they’ve gotten published on another website) creates a continuous history not only for your visitors but new employees and others who want a record of everything in one spot. Plus then you don’t have to worry about a website you’re linked to going defunct and sending people to a non-existent location (Apple maps-style).
Below is a local example from 44 North Coffee, who utilizes the Blog section of their website as a press release center.
Option 2: Using Press Release As Email Newsletter
Hassle factor: Walking to your mailbox and back.
Interesting to others factor: $1 bill on the sidewalk
A similar idea to a blog entry, this press release is ideally going to people interested in hearing from you (versus being on a blog where any person on the internet can come across it). It is the same amount of work as putting it on your website, it’s just that the delivery system is easier and more interesting to those getting word.
Pro Tip: You can set your blog to automatically send emails to subscribers when you update it. We can help.
Option 3: Using Press Release as Text Social Media Post
Hassle factor: Walking to your mailbox and back.
Interesting to others factor: $1 bill on the sidewalk
A similar idea to your email list, your social media followers typically already like you and want to know what you’re up to. The issue with this, of course, is that any social media site that uses an algorithm to show posts (ie doesn’t show you everyone’s posts) means that most of your fans/friends/followers won’t see your press release. Some people will see and pick up the $1 bill, others won’t even see it and walk by.
Bloggers are masters at the giant status updates that act almost as life press releases. Here’s (part of) one from Elizabeth Gilbert:
Option 4: Isolating Pull Quotes For Social Media Pictures
Hassle factor: Walking to your mailbox, realizing you forgot to put stamps on all your letters, walking back to find stamps, putting them in the box, and walking back.
Interesting to others factor: A five dollar bill on the sidewalk.
In working on your press release, you probably got so many cool quotes, you couldn’t fit them all in your press release. This is a good way to use them. A “pull quote” is simply a quote pulled from the press release itself. It’s designed to spark interest and pull people into the article. It has a similar role as taglines for movies (like “Earth. It was fun while it lasted”-Armageddon or “If at first you don’t succeed, lower your standards”– Tommy Boy).
Example one is the non-designy version of this from the Whole30 Facebook page:
So this works well if you aren’t feeling very design-y or you have a longer quote… and then you can just link to the website where the press release is posted. (News organizations do this all the time).
Example two is more design-y. I was looking for a non-marketing example of this but, yeah, Gary was just right there:
Clearly you need a short quote (or even just a salient one) for visual impact. Of course, if you get people interested in context, make sure you link back to your press release so they can learn more!
Option 5: Creating A Sharing Circle
Hassle factor: Walking to your mailbox, realizing the snow plow ran it over, going to buy a new mailbox, installing the new mailbox, putting your mail in the new mailbox, and walking back.
Interesting to others factor: Somewhere between a quarter and $5 bill on a sidewalk
If you are in some group, like a BNI or Rotary, consider formalizing the sharing of each other’s press releases (whether that’s over social media or some other method you all agree to) is a good way to make sure different audiences see your stuff. It only works, of course, if everyone is on board. Setting this up may take a bit of time/hassle but you should get more for your buck then just sharing it to your own network.
So consider any (or all!) of these things to make your press release you worked so hard on do that much more for you!