Are you looking to amplify the reach of your next press release? Employ this innovative framework to transform your announcements into exceptional successes for your clients.
I had given up on press releases years ago, convinced they had lost their impact. But a conversation with a trusted friend and mentor totally shifted my viewpoint.
She revealed that while the days of organic features from merely publishing a press release were over, great results were still attainable. Her secret? She effectively pitched relevant journalists, using the press release’s key points as leverage once it went live.
Skeptically, I gave her strategy a shot. The results were incredible, leading to multiple organic features for my client.
My immediate thought was, “If such a minor tweak yielded these results, imagine the possibilities with a full-fledged strategy.”
This method I’m about to share is the culmination of a year packed with trials and enhancements to amplify the efficacy of my press releases.
Although it demands more research, planning, and execution, the pay-off is exponential and undoubtedly justifies the additional effort.
Research Phase
You’ll start with what your client wants to communicate to the world. Here’s how to proceed:
- Identify related topics like economic impact, related technology, legislation, and key industry players.
- Locate media coverage in the past quarter on these topics in outlets where you’d like your client featured.
- Compile a list with links to each article, its main points, the journalist’s contact information, and links to related social media posts they’ve shared.
- Organize the list by how closely it aligns with your client’s message.
Planning Phase
Draft your client’s press release, using opportunities to cite articles from your compiled list with relevant links.
Ensure each citation is relevant and adds value to your message. Aim for three to five citations to maintain focus.
Simultaneously, create personalized pitches to the journalists whose articles you’re citing, ensuring they align with their beat and previous coverage.
Briefly mention their past work — a short, recognizable quote suffices. Include links to current social media discussions showcasing interest in the topic. Conclude with your press release link and a specific call to action.
Avoid trying to win favor through citations. Instead, illustrate the link between your client’s message and their prior coverage, making it easier for journalists to revisit the topic from a fresh angle.
Execution Phase
Initially, interact with journalists on your list via social media for several days. Comment on recent posts, especially those covering your target topics. This starts building name recognition and rapport.
Once your press release is published, promptly send your pitches to the three to five journalists you cited, including the live release link. (I recommend linking to the most credible syndication rather than the wire service version.)
Subsequently, approach other pertinent journalists, customizing each pitch with relevant points from their past articles that align with your client’s message.
Track all earned organic features. While some may emerge from the press release publication itself, more commonly, they result from direct pitches, opening new doors for visibility.
Review each new feature for references to other articles from your compiled list. Then approach the original article’s journalist, referencing the new piece that relates to or enhances their work.
The Psychology Behind Why This Works
This strategy taps into two potent psychological principles:
- Everyone likes to see their work acknowledged, validating their viewpoint in the process.
- Building on a previously covered topic is less labor-intensive than starting from zero, appealing to journalists’ needs to streamline their work.
This framework will elevate your next press release, garnering more media coverage, increasing client satisfaction, and achieving impactful results with minimal effort — truly shining as a professional.
Inspired by this post on Search Engine Land.
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