How to Use a Press Release to Strengthen Your Brand
There are many different reasons to use a press release to market your business. You can use them to drive traffic to increase media attention and to build your email list. One way to use the press release is to simply use it to strengthen your brand.
#1 Use Your Brand Voice
There are many ways to strengthen your brand in your press release, and one simple way is to use your brand voice. There are several opportunities to accomplish this. The first is to use the same language in your release that you do on your other content marketing materials. Just as you would in your headline, use language that you might use on your website or blog to showcase your voice in your press release.
Another opportunity to strengthen your brand with your voice in your press release is to leverage the power of quotes. Quotes in your press release can accomplish many things, including social proof and personality. Getting a good quote is a little bit of an art and a skill.
You want quotes from people that are reputable and able to represent your brand or your company. You also want quotes that are going to be interesting to your audience. Try interviewing customers. Also try interviewing company employees as well as management.
Finally, another way you can showcase your brand voice in your press release is in the formatting and subtitles. A good press release will be formatted for reading online. That means using numbers and bullets and subheadings, all of which make it easier to read.
#2 Supplemental Material
Your press release gives you the opportunity to attach supplemental material to it. Consider linking to videos, case studies, reports and other information like photographs and infographics. These materials should be branded to your business already. And when the reader clicks through to access the information, your brand is strengthened even more.
#3 Social Media
Press releases today should be social media press releases. That means that you have social media functionality within the body of your press release. We’re talking about things like social media buttons and content to share like tweets, videos and infographics.
It’s also important to share your press releases on social media as well as the supplemental materials. This will help create awareness of your press release and thus awareness of your business and your brand.
Even if your goal for your press release is to build media attention and drive traffic, don’t forget that you can also use your press release to brand your business. These simple concepts can be embraced in your release regardless of your PR goals. Maximize your press release return on investment.
