A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Not Your Grandfather's Press Release
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Article Description:
Sometimes the various means of branding a business overlap.
Blogs, video archives, promotional pages, the online press
room and press releases all seem to bleed into each other
without distinction. So what is it that makes any one
element distinct? Press releases have their clue in their
name; they are released to other locations in order to get
information out to a wider audience than a brand's own
immediate readership. When that is considered, the various
ways a press release can be leveraged to capture that
audience become much more evident.
Additional Article Information:
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847 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2010-09-02 10:00:00
Written By: Enzo F. Cesario
Copyright: 2010
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Not Your Grandfather's Press Release
Copyright (c) 2010 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
Sometimes the various means of branding a business overlap.
Blogs, video archives, promotional pages, the online press room
and press releases all seem to bleed into each other without
distinction. So what is it that makes any one element distinct?
Fortunately, there are ways to separate each element, if some
consideration is given to the role of each in the greater
branding effort.
In the case of press releases, it can sometimes seem that the
brand's blog already addresses the issue. The blog is a central
place to come for news about the brand, so why send out a press
release?
The answer lies in the intended location of the respective
elements. A blog is centrally maintained on a brand's own
website. Press releases have their clue in their name; they are
released to other locations in order to get information out to a
wider audience than a brand's own immediate readership. When
that is considered, the various ways a press release can be
leveraged to capture that audience become much more evident.
Method 1 - Common Audience Building
The key to a good press release is to target a potential audience
held by another publication. You have your announcement, and
decide that it has relevance to the issues put forth in another
publication. Say you're launching a new line of organic
sunscreen - you could consider sending your press release about
the launch to a running magazine, since runners almost by
definition spend a good deal of time in the sun and are concerned
about their health.
This principle is based on the commonsense approach that you will
never have access to every audience you want, and that people
have multiple interests. The press release is an easy,
straightforward way to get your information into the hands of
people who might be interested, but haven't had a chance to get
to your site for whatever reason.
Method 2 - Be Creative
Press releases typically are a bit boring, especially if they
focus on the journalistic approach of "just the facts." As
people turn to viral marketing, video blogging and other means of
going all out to get creative new ideas in front of people, they
sometimes overlook that a press release is actually a solid venue
to try that.
Instead of simply making an announcement or a sales pitch in your
press release, consider putting a sense of humor into it. Press
releases are built around a headline to get the central point
across, so consider a pun or a rhetorical question for that
element. Let your writing staff stretch its creativity and seek
out the odd, off-the-wall idea now and again.
Method 3 - Video!
There is absolutely no excuse whatsoever for excluding video from
your options. Video equipment costs around $200, so every
business that wants to create a branding presence should look
into getting some. And the press release is an excellent medium
for taking advantage of video technology, as well. The web is
crammed with text. People are reading constantly, and a great
deal of what they're reading is dull and uninteresting. Give
them something to remember by making a personal video commenting
on an issue you care about (one that, of course, relates both to
their interests and your brand). But, as always, keep it short -
a two-minute summary is more likely to get watched than a
15-minute masterpiece.
Method 4 - Consider Skipping the Promotion
Not every press release need contain a cut-and-dried
advertisement for something you're selling. People, once again,
are being sold to on a constant basis. Instead of going into your
company's new brand line, consider releasing an article about a
related topic between your brand and the audience.
Returning to the organic sunscreen idea, consider addressing the
common perceptions of organic goods in the media. There's a sort
of backlash going on against the organic products, with
accusations they are worse for the environment than conventional
products. Perhaps you could release a story on the way your brand
has grappled with the issue as a responsible company, and gain an
audience by inviting people to come and have their say, rather
than just advertising your product blatantly.
Method 5 - Add the Human Element
Alternatively to discussing issues specifically, there's the
opportunity to talk about people. Perhaps there's some visionary
or icon in your brand's world, and you got a chance to interview
them or bring them to a big event. Consider sharing the interview
in the press release, or part of the discussion along with an
invitation for people to attend and get the rest of the story.
People like hearing about other people. Having a face to put to
an issue or a concept lends a humanizing element, and takes the
matter out of the realm of the abstract and into a place people
can relate to in their own lives. So use the press release to
talk about people you admire or who motivate your brand in
particular ways, then take advantage of this element and get
people talking more about you.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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