Reaching a wide audience is every company’s goal when distributing a press release. However, it’s not as simple as sending it out and hoping for the best. Expanding your reach requires a well-thought-out strategy that ensures your message gets in front of the right people, whether they are journalists, influencers, or potential customers. Here are some actionable steps you can take to reach a wider audience with your press release.
- Choose the Right Distribution Channels
The first step in broadening your reach is selecting the right distribution channels. Many companies rely solely on press release distribution platforms, which are effective but should be part of a larger strategy. In addition to these platforms, you can directly reach out to journalists, bloggers, and influencers who cover your industry. Tailoring your distribution to media outlets that are relevant to your niche will increase the chances of your press release being picked up by a wider audience. Don’t overlook regional and industry-specific outlets—they can sometimes drive more engagement than larger, generalized platforms.
- Make Your Headline Stand Out
Your press release headline is the first thing anyone will see, and it needs to grab attention immediately. A compelling headline is key to encouraging journalists and readers to engage with your content. Try to make your headline clear, concise, and as interesting as possible. Highlight the most newsworthy aspect of your press release in a way that resonates with the audience. Keep it under 10 words if possible, and avoid jargon or overly complex language. A catchy headline can vastly improve the reach of your press release by drawing people in from the very start.
- Use Multimedia to Engage Readers
Visual content such as images, videos, and infographics can significantly improve the appeal of your press release. In fact, press releases that include multimedia are often shared more widely because they engage readers in ways that plain text cannot. When distributing your press release, include high-quality visuals that complement your message. Journalists and bloggers are more likely to pick up stories with ready-to-use media, making it easier for them to publish your content.
- Leverage Social Media for Broader Reach
Social media is a powerful tool for reaching a wider audience. Share your press release on platforms like LinkedIn, Twitter, Facebook, and Instagram, depending on where your target audience spends most of their time. Encourage employees, partners, and influencers to share the press release to expand its reach. Additionally, using relevant hashtags can help your press release appear in searches and be discovered by people interested in the topic. Social media offers you a chance to reach a global audience, far beyond traditional media outlets.
- Personalize Your Pitch
While distributing your press release through automated services is efficient, personalizing your pitch to key journalists and media outlets can make a significant difference in how your press release is received. Tailor your outreach by writing individualized emails that explain why your news is relevant to their readers. Highlight specific angles of your press release that align with the journalist’s previous work or interests. Personalizing your approach will increase the likelihood of your press release being picked up and shared.
- Optimize for SEO
Search engine optimization (SEO) isn’t just for websites—it applies to press releases as well. By incorporating relevant keywords and phrases into your press release, you increase its visibility on search engines like Google. Journalists and potential customers often use search engines to find news and information, so optimizing your press release ensures it can be found by a broader audience. Just be mindful not to overstuff the release with keywords, as that can make it sound unnatural and detract from its quality.
- Follow Up with Journalists
Once your press release has been distributed, don’t just sit back and wait. A well-timed follow-up with journalists or media outlets can make the difference between your release being published or ignored. After a few days, send a polite follow-up email to remind them of your press release. Keep it short, reiterating why the story matters, and offer to provide any additional information or resources.
Reaching a wider audience with your press release requires a multi-pronged approach. From targeting the right media outlets and crafting engaging content to leveraging SEO and social media, these strategies can help ensure your press release gets the attention it deserves and resonates with a broader audience.