The Public Relations Blog

Three steps for an effective press release that can earn your company media coverage

For over 120 years, the news release has helped public relations professionals communicate important information efficiently. A press release allows a company to share newsworthy information to target audiences and ensures they all consistent, accurate information. It is an official statement of your company’s stance and can position you as a leader.

To get started spreading your company’s newsworthy messages, follow these three tips for writing a news release like the PR pros.

We asked some of the nation’s most successful media relations practitioners to share their best practices.

Earning media coverage is becoming more and more challenging and competitive for public relations and corporate communications professionals. That’s because traditional newsrooms are shrinking, and positive media coverage is now more precious than ever before. While the best PR pros are still getting ink for their employers and clients, it’s always helpful to uplevel your game.

Use UTMs and Google Analytics to enhance your data on link clicks in press releases.

Your company has just finished up a news release. Everything looks complete, and it’s been copy edited. It’s ready to go, right? Not yet. Before you send out a news release, you should add Urchin Tracking Module, or UTM, codes to links that go to websites you own in a press release.

Avoid unethical business practices to keep your reputation safe.

While many companies seek earned media coverage, they always hope the news media will portray them in a positive light. And while public relations efforts can increase your chances of positive news media coverage, it’s important to realize the news media doesn’t have to honor your positive reputation.

News media outlets publish stories their consumers will find newsworthy. Newsrooms use a range of news elements that news consumers care about in their stories to give the stories news value, and not all of these elements will bode well for your company. If you consume news media, you may notice how many stories feature some sort of scandal – whether it’s some celebrity feud or, in our concern, negative company news.

Marketing is one of the biggest ways to grow your brand, and doing so takes time, effort, and money. However, not all methods of advertising are built the same. Radio advertising, for example, specializes in reaching a wide net of captive listeners who are doing other activities, such as driving or working. 

Radio stations offer advertising packages that your company can purchase that include on-air “liners,” or ads, that will promote your company. Your company can also be the sponsor of a morning show or the whole studio for a particular station, giving your brand significant airtime throughout the day. 

Writing and submitting a bylined article can offer many benefits for you and your company – it doesn’t have to be a daunting task. When you’re an expert in your field and within your company, there are other people and even other companies that will benefit from your expert knowledge, which is the first step in recognizing that you should create and write a bylined article for submission. Here are the top nine things you need to know before submitting articles for publication. 

In this solocast, host Jason Mudd describes why it’s important to continue to invest in PR during a recession and provides ways to keep your company in consumers’ minds. 

Tune in to learn more!

Forbes magazine is one of the most trusted sources for businesspeople and executives and is known for its lists of the world’s richest individuals. Forbes caters to business management professionals and those aspiring to a position of corporate leadership. The magazine covers successful companies, individuals, industries, marketing, law, taxes, technology, computers, communications, investments, and management performance. People who read Forbes want to stay on top of today’s business news and are interested in wealth.

Your company should look closer at this hidden gem opportunity.

Earning media coverage in outlets your target audience consumes is one goal you might be familiar with in your public relations efforts. One area of media coverage companies often overlook is their own industry publication and association outlets. Many companies don’t think these are worth their time because their clients aren’t consuming articles from those outlets. However, you should seek out and utilize industry and association publications because they’re a hidden gem that can boost your company more than you may realize. Here are three reasons why.

In this episode, Greg Galant, CEO and co-founder of Muck Rack, joins host Jason Mudd to discuss the origin of Muck Rack, the current state of journalism and PR reports, best practices for pitching media, and what journalists need from PR professionals. They also discuss how you can use Muck Rack’s technology to find insightful data on what you should be pitching to the media.

Tune in to learn more!