More Than Just a Press Release - 2015 Public Relations Tips

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We caught up with our friend Serena Ehrlich from Business Wire as she presented at a public relations breakfast in Los Angeles to share her tips and tactics.

Enjoy the video and scroll down to see the infographic and business tips at the bottom.


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Business Wire’s 2015 Public Relations Tips:

  • Include photos/videos/infographics in each press release - Around 63% of all people are visual learners.
  • Around 63% of all people are visual learners - Include photos in your press.

  • Don’t assume that everyone knows what your company does. Record a video and/or create visual content to help others learn about you.
  • Remember, social media is an aspirational medium. People are always trying to be more helpful, smarter, funnier (than they are in real life).
  • Ask yourself, “is this campaign more interesting than a selfie?”
  • Ask yourself, “is this press release more interesting than a selfie?” That’s what you’re competing with on social.

  • Understand that reporters are paid by story views. Media earns money through advertisements. Therefore, share the article on your channels at least 15 times. If your story becomes a top story, you’ll not only have a good chance of additional coverage, but also it may be featured in top week/month/year list or newsletters. Which means additional traffic.
  • Add call to action above the fold in your release. Make sure that all call to actions are in a place where they are easy to find.
  • Radio is a multimedia, each station has an online component: a website or blog.
  • On your website make sure you include information that is helpful to reporters. Include company information, images, videos, new releases, and more.
  • No one will open your press release unless he/she is interested in your news/company.
  • Determine, which of your channels are the most effective in converting customers and include “Follow” and “Subscribe” buttons to those pages at the end of your press release.

20+Touchpoints is the new norm.This is the amount it will take in 2015 to convert a prospect into a sale.

20+ Touchpoints is the new norm

This is the amount of touchpoints it will take in 2015 to convert a prospect into a sale. Here’s some of the platforms you can use to achieve these touchpoints.


Twitter

  • Upload images in tweets to get 4x engagement. Better to download the picture separately and upload using Twitter.com. If you use a 3rd party tool, sometimes Twitter will display only a link to the image (which means Twitter doesn’t trust the source).
  • Provide sample Tweets to readers so they will share your message, include a link back to your website.

  • Tell your story through pictures.
  • Have a “Click to Tweet” or “Tweet This” option in your press release.
  • Provide sample Tweets to readers so they will share your message, include a link back to your website in your suggested Tweet.
  • Find out which influencers talk about you on Twitter and write Tweets for them.

33% of youtube searches are news related.

YouTube

  • 33% of youtube searches are news related. Create content that helps these searches to stay relevant and boost your SEO.

Google Plus

  • Create a factual Wikipedia & Google Plus profile for your brand to get it placed in search results.
  • Filling out your Google Plus account will help you to have higher search results.
  • Use Google Plus community to target marketers and tech influencers.

Pinterest

  • Pinterest is great for driving B2B & B2C traffic back to your site.
  • Pinterest is usually used for inspiration, visual representation, and to show your “beautiful life.”
  • People pin news on Pinterest.
  • 80% of users on Pinterest are women.
  • It’s a great search source for PR people.
  • Pinterest has a high click through rate.
  • Old content is put up, each time someone pins or likes it.

LinkedIn

Use the LinkedIn long form publishing service to increase reach for professionals on that network.

  • Use the LinkedIn long form publishing service to increase reach for professionals on that network.
  • Find thought leaders in your company and encourage them to post on your company’s LinkedIn page, so media can pick up your articles.
  • Your first post on LinkedIn gets additional visibility, so make sure it is a good one.

No single voice

  • Write for a highly targeted audience or segment your audience and split your voice to each segment of those users.
  • Be relevant for each particular audience (for example, use weather to create relevant posts when segmenting by geography).

Facebook

  • Is now “Pay to Play” for brands in 2015, which means it’s almost impossible for business pages to get organic traffic from their fans.
  • Test your posts by geography and demographics & parse by type for increased reach.
  • Past content can surface to the top if someone you know comments or likes it (Also true for Pinterest). Use this to your advantage by having different colleagues comment/like posts after their reach slows.

SEO

  • Google picks up the first 70 characters of a headline. Sometimes it skips the subheading to grab the first sentence of the release. Make the first sentence stand out and match the headline.

Did we miss any public relations tips for 2015? Comment below and let us know what we should add.