How to maximise the impact of a press release

30th August 2024 by Philippa Probert

Public relations and press releases go hand in hand but have you ever thought about what else us PR professionals do to maximise a press release’s impact?

Nowadays we don’t just draft a release and issue it to key journalists and media outlets, we also use digital channels to share the news with a broader audience.

We will never stop issuing press releases via traditional routes but we also leverage online platforms such as a client’s website, social media and email marketing to reach more people.

Sharing snippets of a press release on social media is probably the quickest and easiest way to share news on multiple platforms. Tailoring the message so it’s suitable for each platform is also key as some details may be relevant to a Facebook audience but not relevant to a LinkedIn audience. You can also engage with social media users by asking them to like, share and comment on the post.

Uploading news releases onto your website and then sharing the link on social media also works really well and will help increase traffic to your website.

Another way you can maximise content from a press release is via email marketing. Going straight into the inbox of your database, this is a great way to include snippets of key information from a release such as information on a new development or dates and times of an event.

As a PR agency, we’re constantly receiving requests from journalists in our inbox so if a story fits in with their brief this presents another opportunity to send over a tailored press release.

What should a press release include?

• Strong headline
• Introduction that includes who, what, when, where, and how
• A clear news angle
• Relevance to current events or trends
• A quote
• High quality images or videos
• A call to action
• Details of how to find out more
• Notes to editors (a boiler plate)
• Contact details for your marketing or PR team

Want us to do the work for you? Email beinspired@activepr.co.uk to speak to our team about how we can manage your PR strategy.