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In this sea of newness, the most important thing hasn’t changed: Growing relationships matters, and that means thoughtfulness pays off. If you give journalists what they want, how they want it, and make it easier for journalists to do their jobs, your brand will earn more positive coverage.
Many other familiar guidelines still matter as well: write well, include contact info, target wisely (relevance is key to growing any online relationship), keep subject lines and headlines honest and concise, etc.
The new…But giving journalists what they want isn’t what it used to be. The most relevant, well written news release in the world won’t get you where you want to go if you simply put it on the wires as a plain-Jane, text release. The bar on releases has gotten much higher. And a creative approach to releases now pays off....
News releases aren’t merely alive. When well executed, releases can help brands amplify messages more effectively than ever before.