When you think of public relations, you probably think about distributing a press release. After all, you want to get the PR content of your B2B message out to as many people as possible in a short amount of time.
But, before you send out your press release, are you sure it engages media members and potential customers?
Here is a quick checklist to consider…
How to Engage People with your B2B Press Release
1. Provide value.
We’ve all started to read a press release with a good headline only to nod off at the rest of the information. When you write PR content, don’t just think about using a catchy headline that captures attention. You also need to provide value to your audience throughout the entire document:
- Why will they care about your news?
- What’s in it for them?
- Why should they keep reading?
By asking yourself these questions throughout your writing process, you’ll be create something people will actually want to read from beginning-to-end.
2. Entertain.
This brings me to the next point. If your press release is dull and boring, it’s not going to be viewed. Period.
While offering valuable information, think about how you can keep readers interested in what you have to say. One way to do this is to give a personal story. People want to be entertained and love stories so try to think of a way to get your PR content across in this way.
For example…
- Did one of your employees do something interesting relative to your news?
- Are there any office mascots/pets you can tie into your story?
- Is your business involved with any charities helping out the local community?
Use your creativity and think of ways you can tell your news in an entertaining way.
3. Be unique.
PR content like press releases provide a great opportunity to stand out from the competition so be sure to include insights that are unique to your business.
Ask:
- What solutions do you provide that others do not?
- How do these benefits relate to your news?
- How can you talk about these unique insights while still providing valuable information to your audience?
Incorporate interesting insights in your press release that are unique to your organization. Then, you’ll add more value to your news and engage customers to find out more.
4. Avoid the Obvious.
One way to include unique data easily is to add it to a quote. Many press releases include PR content like quotes from the executives such as:
“We are so excited to…”
“We are thrilled to announce…”
“We have state-of-the art technology we want you to try…”
Duh. If you weren’t excited about your news, or had something to tell potential customers and the media, you wouldn’t send out a press release!
Instead of wasting valuable space in your press release on “fluffy” and “obvious” content like this, use your quotes to add new and valuable insights that only your team members can provide. You can mention ways you are different from the competition, solutions you offer customers, special sales, experience levels, awards/certificates, and more.
Quotes stand out in a press release and are often requoted. Take the time to write something people will actually care about, and take advantage of this opportunity to get your unique message noticed.
5. Give pertinent contact details.
Once you write your release, don’t forget to include contact details.
- Where can customers get more information immediately?
- If media members need to call you right away to meet a deadline, will they know what number to use?
- Can people in any location get more data at any time?
While this may seem obvious, this important information is often left out of a press release. And since you spent so much time trying to provide valuable news, be sure readers can get in touch with you quickly and easily.
Don’t Waste This PR Opportunity!
These are just a few, quick tips to help you get the most out of your PR content. After all, if you are going to make the effort to write it and distribute it, you want media members and customers to actually notice it and take action. Also, if you don’t take the time to write engaging content, you can actually make a bad impression and turn people away.
Think of your audience first. Provide valuable information in an entertaining way, offer interesting quotes that focus on your unique benefits and solutions, and be sure to provide the appropriate data so that people can easily contact you and take action once they read your news.
Well-written press releases offer a great way for your B2B to get noticed online by a massive audience quickly and cost-effectively. Keep these insights in mind when you create your next release, and you’ll engage more of your target market and the media!
