Elements of a Branded Press Release
A press release has many jobs. It has to grab the attention of the media first and foremost. It also has to drive traffic, increase engagement, boost sales, and build awareness. And those are just some of the jobs and goals you probably have for your press release. One of the core elements of a successful press release is your brand. Branding your press release is a way to build a consistent image with the media and to strengthen your connection with your audience and in the marketplace.
Understanding Your Brand
The first step to a branded press release is to understand your brand. What’s your message? What are your business core values? Before you can effectively communicate your brand in your press release marketing, you have to have a solid understanding of what it is. If you’re unsure, have a sit down brainstorming meeting with your team and fine tune your brand and your message.
Consistency
The next step to branding your press releases is to make sure that your brand is present in every single release, and marketing piece, you issue. The goal is to create a consistent brand message across all marketing messages – from email to press releases, and everything in between.
The Words and Symbols
Your logo is a symbol of your brand. As such, it should be consistent with your message and company products or services. It should also be present on every marketing piece you publish, including your press releases. The words you use, your language, and your company voice should also be consistent.
Press releases are relatively formal documents. However, you can communicate your personality and brand in the quotes you use, your headline, and even in the type of information you publish as news.
For example, the same research information can be positioned as new factual data to support a brand that values credibility and authority, or as a human interest story for a brand that values community and connection. Keywords and taglines are another way to embrace your voice and brand in your press releases.
For example, you might be hard pressed to find a press release issued by Nike that doesn’t include their “just do it” tagline.
The People Involved
Are there specific names that are recognizable in your company? That name might be you if you’re a service provider and the person behind your brand. It can also be your company CEO or the face and voice of your blog. If you have a recognizable name within your organization, you can leverage their name to brand your press releases. Include a quote from that person in every release.
Branding your press release isn’t a “one and done” event. It requires a long term strategy and consistent implementation. It’s also important to say that you’ll brand your business better by issuing frequent press releases. Memorability brings success, and memorability is built through consistency messages and connections.
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