In this Expert Insight Interview, Mickie Kennedy discusses press releases. Mickie Kennedy is the CEO and Founder of eReleases.
This Expert Insight Interview discusses:
- What a press release is and why it is still relevant today
- How modern technologies can help your press release get coverage
- The most strategic types of press releases and how to use them
A press release is an announcement written in the third person. It may have some quotes, but the headline and the opening sentence are the most critical parts. It is primarily written for the journalist as opposed to the audience – the journalist is meant to turn it into an article or write it in a way that’s structured for their audience.
It is straightforward to write a press release – they are not particularly sophisticated. However, you should be sophisticated about what you choose to write about, which has to be strategic. When sending out a release and going over a wire, you want to ensure you get coverage from it.
If you look at it from a journalist’s point of view, publications have slow days like everyone else, and they’re always looking for exciting things to highlight. If your press release isn’t interesting or newsworthy, it will get overlooked. However, the appetite for a good press release is still there.
Journalists are always looking for the next story. They’re always on a deadline and have to come up with content. This is why press releases still work very well. Most journalists start there, looking for something to inspire them to write a story. When they look on the wire, they are generally at their industry feeds, and with today’s search and keyword technology, they can easily find relevant headlines. You can benefit if your press release is there to be found.
Choosing what to do a press release about is very important. So, what are some of the things you should consider when publishing a press release? How do you ensure it is strategic and the right one to do?
In Mickie Kennedy’s professional opinion, the most strategic type of press release is a survey or study. So, if you do a survey or analysis in your industry, you will get cited in the article and the opportunity to link to all the results. In this case, the press release should focus on the most interesting or compelling things that your survey or study came up with.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.