Press Releases: How to Actually Get Noticed

Are you tired of press releases that vanish into the digital void? Crafting compelling press releases is no longer a nice-to-have; it’s a marketing necessity. But how do you cut through the noise and get your message heard? You might be surprised at how much strategy is involved.

I’ve spent years in the trenches of public relations, and I can tell you firsthand that a well-crafted press release can be a powerful tool. But too many businesses treat it as an afterthought. Let’s break down a recent campaign to see what works and what doesn’t.

Campaign Teardown: “Atlanta Arts Alliance Announces Record Donations”

Our case study focuses on the Atlanta Arts Alliance (a fictional organization, though there are many real arts organizations in Atlanta that do amazing work). They needed to announce a record year for donations and wanted to reach a broad audience across the metro area, encompassing neighborhoods like Buckhead, Midtown, and Decatur.

Strategy

The overarching strategy was to position the Atlanta Arts Alliance as a vital part of the city’s cultural fabric. We wanted to highlight the positive impact of their work and encourage continued support. The core of the strategy involved crafting compelling press releases that would resonate with local media outlets and the general public.

Creative Approach

We decided to focus on human-interest stories. Instead of just listing numbers, we highlighted specific programs that benefited from the donations and featured quotes from artists and community members. The headline was: “Atlanta Arts Alliance Announces Record Donations, Empowering Local Artists and Enriching Community.” We also included high-quality photos of recent performances and art exhibitions.

Targeting

We targeted a mix of local media outlets, including the Atlanta Journal-Constitution, local TV news stations (like WSB-TV), and community newspapers in neighborhoods like Virginia-Highland and Inman Park. We also targeted arts and culture bloggers and influencers in the Atlanta area. The distribution was handled through a Cision account.

Metrics

• Budget: $2,500 (including distribution fees and content creation)
• Duration: 2 weeks (from press release creation to final follow-up)
• Impressions: 450,000
• Click-Through Rate (CTR): 0.7%
• Conversions (donations and ticket sales): 75
• Cost Per Conversion: $33.33
• Return on Ad Spend (ROAS): Estimated 3:1 (based on average donation and ticket value)

Here’s a breakdown of the performance across different media types:

What Worked

The human-interest angle resonated strongly with local media. We secured coverage in the Atlanta Journal-Constitution and on WSB-TV, which significantly boosted our reach. The high-quality photos also helped to capture attention. Targeting arts and culture bloggers proved to be particularly effective, as they drove a significant number of conversions.

I had a client last year who stubbornly insisted on focusing only on financial figures in their press releases. We tried to explain that journalists and the public crave stories, not just numbers. Eventually, we convinced them to include a short anecdote about a customer whose life had been positively impacted by their product. That simple addition led to a 40% increase in media pickup.

What Didn’t

The initial subject line for the press release was too generic: “Atlanta Arts Alliance Announces News.” This resulted in a low open rate. We A/B tested different subject lines and found that more specific and attention-grabbing headlines performed much better. For instance, “Atlanta Arts Alliance: Record Donations Fuel Arts Programs for Kids” saw a 20% higher open rate.

We also initially cast too wide a net with our media outreach. We targeted some outlets that were not relevant to the arts or Atlanta. This resulted in wasted effort and a lower overall pickup rate. Focusing on more targeted outlets improved our efficiency.

Optimization Steps

1. A/B Testing Subject Lines: We continuously tested different subject lines to optimize open rates. This is a simple but effective tactic.
2. Refining Media List: We pruned our media list to focus on outlets that were specifically interested in arts and culture in Atlanta.
3. Personalized Outreach: Instead of sending generic emails, we personalized our outreach to individual journalists and bloggers, highlighting why the story would be relevant to their audience.
4. Multimedia Optimization: We ensured that the photos and videos were optimized for different platforms and devices. A IAB report found that press releases with multimedia content have a 77% higher engagement rate.
5. Follow-Up: We followed up with journalists and bloggers who had not responded to our initial outreach. This often made the difference between getting coverage and being ignored.

Top 10 Strategies for Crafting Compelling Press Releases

Based on my experience and the lessons learned from this campaign, here are my top 10 strategies for crafting compelling press releases:

1. Start with a Strong Headline: The headline is the first thing people see, so make it count. It should be clear, concise, and attention-grabbing. Think like a journalist!
2. Tell a Story: Don’t just list facts and figures. Tell a story that will resonate with your audience. Human-interest stories are always a good bet.
3. Know Your Audience: Who are you trying to reach? Tailor your message to their interests and needs.
4. Target Your Distribution: Don’t send your press release to everyone. Focus on outlets that are relevant to your industry and audience. I once made the mistake of sending a press release about a new accounting software to a gardening magazine. Learn from my mistakes!
5. Include Multimedia: Images and videos can significantly increase engagement. A Statista report shows that articles with images get 94% more views.
6. Optimize for Search Engines: Use relevant keywords in your headline and body text to improve your search engine ranking. But don’t overdo it – write for humans first, search engines second.
7. Make it Easy to Share: Include social media sharing buttons to make it easy for people to share your press release on their networks.
8. Include a Clear Call to Action: What do you want people to do after reading your press release? Make it clear and easy for them to take action.
9. Proofread Carefully: Typos and grammatical errors can damage your credibility. Proofread your press release carefully before sending it out. Better yet, have someone else proofread it for you.
10. Follow Up: Don’t just send your press release and forget about it. Follow up with journalists and bloggers to see if they’re interested in covering your story.

Remember, crafting compelling press releases is an ongoing process. It requires experimentation, analysis, and a willingness to adapt. But with the right strategies, you can significantly increase your chances of getting your message heard.

The Fulton County Courthouse press office, for example, uses a simple template for every release, but the angle of the story is what makes the difference. They always focus on the impact on the community, not just the legal details. To further improve your outreach, you might even nail media outreach for better results.

Here’s what nobody tells you: even the best press release can get lost in the shuffle. Don’t rely solely on press releases for your marketing efforts. Use them as part of a broader strategy that includes social media, content marketing, and other tactics.

So, what’s the single most important thing you can do to improve your press releases? Stop thinking of them as announcements and start thinking of them as stories. Tell a compelling story, and the media will come calling. If you are an artist, consider if a media exposure hub could benefit you.

If you’re working with indie film marketing, consider how press releases can elevate your strategy.

Don’t just send and pray. Track your results, analyze what worked, and adjust your strategy accordingly. The key to crafting compelling press releases is continuous improvement. Now go get those headlines!