3 Tips for Using News Releases to Build Your Brand
There are many different tactics, channels, and resources that you can use to build your company’s brand. In fact, every single communication that you publish, distribute, or share impacts how your company is perceived. The key to strengthening your brand is to communicate a consistent message.
Sometimes that can be a bit tricky with content that is more structured or has a different goal. Press releases are a prime example of that. Generally speaking, the goal for a press release is to grab the attention of the media. Building your brand may not even cross your mind. Yet a press release can be an exceptional brand-building tool.
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Credibility and Authority
Issue a press release for material or news that establishes your brand as a credible authority. For example, you might release a white paper as part of your content marketing. Issuing a press release to announce this content can help boost credibility in your industry. Case studies, books, seminars, and webinars or reports can be promoted with a press release. And let’s not forget that any time your company makes news in the industry or has a high profile hire or partnership, that’s also an ideal time to issue a press release and boost credibility and authority.
Likeability and Trust
Use press releases to announce events and causes the company is involved with. For example, are you raising money for cancer research? Announce it in a press release. Launching a new customer centered program? Issue a press release. And any time you release a promotion, new product, service or program then a press release can be used to share that news with your audience and the media. Keep in mind that the words you use and the quotes issued in the body of your release also support your brand. The language in your press releases should be consistent with the other marketing and promotional messages that you create and release.
Images and Visuals
Including visual elements is perhaps one of the biggest things that you can do to create a consistent message and a strong brand in your press releases. Think about the different ways that you use images in your content and on your website. For example, a video with the speaker wearing a suit gives a different impression than someone in jeans and button up. Pay attention to the visuals that you use in your press releases. Infographics, photos, graphics, and video content should all communicate a consistent message to your audience; one that reinforces your brand.
News releases can play a central role in your branding strategy and plan. Understand the message that you want to communicate to your audience, and leverage releases to strengthen that message.
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