Press Releases that Stand Out in the Digital Age discusses: - What you need to do to get more out of your press releases - Understanding (and catering to) the wide and varied audience of your release - Leveraging social media, formatting, multimedia and reporting to ensure you reach the right people (and proving it afterwards)

1. #PRDIGITALAGE

2. #PRDigitalAge
Danielle Capriato - @DCapriato
Manager, Strategic Communications
PR Newswire
Catherine Spicer - @cathyspicer
Manager, Customer Content Services
PR Newswire
Christine Cube - @cpcube
Manager, Audience Relations
PR Newswire

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HOW CAN I MAXIMIZE MY PR RESULTS?
ARE PRESS RELEASES STILL RELEVANT?
WHO SHOULD SEND A RELEASE?
WHEN SHOULD I SEND A RELEASE?
WHY SHOULD I SEND A RELEASE?
QUESTIONS:
WHAT SHOULD MY RELEASE BE ABOUT?

4. #PRDigitalAge
WEBINAR:
“Press Releases that Stand
Out in the Digital Age”
Watch the Recorded Webinar Now

5. #PRDigitalAge
1. Press releases are media’s second
most important source for story
ideas.
2. They provide legitimacy.
3. They create a steady stream of
news, allowing you to be more easily
found via search.
4. They are incredibly versatile. It’s not
just about the standard issue press
release anymore.
4 MAJOR BENEFITS OF DISTRIBUTING PRESS RELEASES

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STANDARD NEWS ANNOUNCEMENT
The “Traditional” press release.
• Personnel Announcements
• Event Announcements
• Quarterly Earnings
• Product Releases
• More!

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– Who are you trying to reach? Millennial consumers? Business
editors? Write with them in mind.
– What’s the angle? Don’t be afraid to “newsjack.”
– Reach out to the right journalists. Research their beat and their
editor.
– Reach out before you need them. Find them on social media.
– Be a news source. Make yourself an expert by driving conversation.
– The release: Focus on being unique, useful, and interesting. Media
should know why this story matters from the headline and first
paragraph.
– The pitch: Keep your message concise but comprehensive. Email
and social media are good ways to reach out.
THE STRAIGHT NEWS + MEDIA

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EVERGREEN & FEATURE CONTENT
• It’s fresh
• It doesn’t expire
Why distribute evergreen content?
• It’s accessible
• It smells nice
It brings your message straight to your
consumer audiences in ways they want to
read and share.

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CONTENT MARKETING/SYNDICATION
• Build brand awareness
• Promote your brand’s
thought leadership
• Stay part of your industry’s
conversation
• Engage, nurture and
convert leads
PR + Content Marketing
= True Love

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• Journalists are very busy. They don’t like to waste their time.
• Answer the “so what?” immediately. Your news release and pitch
should be clear and easy to read.
• Proper distribution and research matter. Both will help ensure your
content reaches the appropriate journalist within a newsroom.
• Reach out before you need them. Cultivate a non-self-serving
relationship.
• Know what a journalist, blogger or content creator covers. Gain an
understanding of their audience – the end consumer and ultimately
who you want to reach with your message.

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THE MULTI-CHANNEL APPROACH
Posting Content to Owned Media
Reaches Your Current Audience
YOUR
WEBSITE
&SOCIAL
MEDIA
PRESENCE
Distribution & Syndication
Increases Awareness, Engagement
Content

12. #PRDigitalAge
WEBINAR:
“Press Releases that
Stand Out in the
Digital Age”
Watch the Recorded Webinar Now
Watch the recorded
webinar for more,
including insights from
Danielle Capriato,
Catherine Spicer and
Christine Cube from PR
Newswire.