What are the most innovative ways to use press releases to reach a niche audience?

Interactive press releases are now proven to get more engagement not only from general audiences but mainly for reporters. Video has become each day more popular. It can also be captioned into different languages.

The most important way to get your press release noticed is to establish GREAT relationships with targeted media AHEAD of any release! While multimedia does definitely make a standard release more engaging, memorable and shareable, there's no way around the "old-fashioned" way of relationship building

Chers membres de la communauté LinkedIn, Aujourd'hui, je souhaite mettre en lumière le dynamisme exceptionnel de LinkedIn, un réseau social qui a transcendé ses origines pour devenir bien plus qu'une simple plateforme de mise en réseau professionnel. LinkedIn est devenu le carrefour mondial de l'entreprise, un lieu où la communication prestige et l'élite professionnelle convergent pour créer un véritable élan culturel.

Including multimedia content in your press releases can significantly boost engagement, especially for audiences who prefer visual information. In my opinion, most important and specific examples of multimedia content you can use are: Infographics: Complicated data or processes can be effectively presented in an easily digestible format through infographics. Data visualizations: Charts, graphs, and other visual representations of data can make your press release more visually appealing and help readers understand complex information quickly. Short video clips: Eye-catching video snippets can grab attention and leave a lasting impression.

Ensure that the publications publishing your Press Releases are also posting the same news in their social media handles. It ensure wide visibility. Share the press release in the relevant media and ensure that the news platform has good domain authority rank.

Je pense aussi que le communiqué de presse n’est qu’un outil d’une communication cross média. Le post LinkedIn, le carrousel Insta, le short ou le reel conjugués à une vidéo youtube sont autant de déclinaisons d’une com à 360 degrés, complexe à mettre en oeuvre car elle transcende les logiques métier du rédacteur/journaliste, du community manager, du photographe/vidéaste et de l’infographiste… Le communiqué de presse n’échappe pas à cette nécessité d’écrire moins et d’engager plus avec de l’interactivité et de l’image. Un défi à relever pour tout créateur de contenus, défi qui réclame de la veille et de la formation personnelle pour être « à la page » 😉

Yes, using multimedia in press releases can significantly enhance their effectiveness. Visual elements like images, videos, or infographics make the content more engaging and shareable. People often respond better to a mix of text and visuals, increasing the likelihood that your message will be noticed and remembered. It’s a practical way to capture the attention of your niche audience and convey information more effectively.

In the travel and tourism industry, I've found that adding a few visually appealing and relevant images into my press releases is very effective. Images tell a story in a glance. They convey a narrative, providing a preview of what an experience or destination entails. This visual storytelling sparks curiosity and invites the audience to imagine themselves in that scenario. From an behavioral economics standpoint, the human brain processes visuals faster than text. Images can communicate complex information swiftly. In the context of travel, a well-chosen image can convey the essence of a location, accommodation, or activity more efficiently than paragraphs of description.

At Horowitz, we have built our thought leadership by putting out press releases that provide valuable data, insights, and perspectives gleaned from our research work. Of course, we are lucky because as a research company, we have insights galore to share! Having a targeted list of press contacts is critical (know your audience).

We can transform our press releases from dry announcements to dynamic and engaging experiences that capture attention, inform, and inspire our audience. On the other hand, multimedia is a powerful tool, but it's not a magic bullet. Ensuring our content remains insightful and informative, and using visuals strategically to enhance, not replace our core message.

Identify specific keywords related to your niche and incorporate them naturally into your content to enhance search engine visibility. Additionally, use relevant hashtags on social media platforms to increase discoverability among your target audience. It will improve your search engine rankings.

Choisissez des hashtags directement liés à votre sujet. Attention à ne pas utiliser des # trop généraux qui peuvent se perdre dans la masse. Créez un hashtag unique pour votre marque ou événement. Cela non seulement renforce l'identité de votre marque, mais facilite aussi le suivi des conversations autour de votre communiqué. N'encombrez pas votre communiqué avec trop de hashtags. Sélectionnez quelques hashtags très pertinents pour maintenir le professionnalisme et la clarté de votre message. Encouragez l'interaction en utilisant des hashtags populaires dans votre secteur.

Es cierto que que una imagen vale más que mil palabras. Una buena lnfografía con “datos duros”y atractiva puede ser a la vez un “gancho” para lograr la lectura de la información que enviamos y a su vez la mejor manera de aportar datos y contenido de manera clara y sintética. Clave aportar datos lo más novedosos posibles y tener en cuenta a quién le hablamos.

We can transform our press releases from mere announcements to powerful search magnets and social media conversation starters. As well as keywords and hashtags are just tools, so make sure our content remains compelling and newsworthy to truly captivate our audience.

Today's diversified ways are highly approachable & interactive, use of multimedia platforms & keywords etc are not only highly contegeous but to the point. Press release catch fire when the content is interesting, informative & engaging. Time saving with maximum output is what is needed, not dragging the boring content and the way of writing/ informing is equally important. Content is the king which is extremely important.

When submitting a press release to media contacts that routinely refer to keywords and hashtags, taking the time to include relevant words and phrases can help get your key messages recognized. Some outlets list keywords and hashtags at the end of their online publications. Others emphasize them in the body of articles as links to click. As time goes on, more news organizations will use AI and filtering software to narrow and select timely and appropriate content to post.

We can transform our press releases from mere announcements to powerful search magnets and social media conversation starters. As well as keywords and hashtags are just tools, so make sure our content remains compelling and newsworthy to truly captivate our audience.

Pour toucher un public de niche avec vos communiqués de presse, n'oubliez pas la puissance des mots-clés et des hashtags. Soyez précis, soyez pertinent. Comme un aimant, ces éléments attirent votre public vers votre histoire, assurant une visibilité maximale au sein de votre niche. Optez pour la précision, dominez votre espace avec des mots qui résonnent.

Structuring your media release to include keywords and phrases to improve visibility and enhance searchability is very useful while trying to reach a niche audience. The caveat to this is that your content needs to remain informative and impactful, not present like you're writing for the sole purpose of releasing the equivalent of a three paragraph hashtag.

No matter the platform you choose to publish your press release, there are available tools that ensure they are seen by the right (target) audience. All you need do is to explore all options available

Using influencers and testimonials should be organic and strategic. Authenticity and transparency are key. Focusing on building genuine relationships and leveraging them to showcase the true value we offer, rather than resorting to forced endorsements or paid reviews.

Adding original market research to a press release is proven to generate higher engagement. It also drives reader to the author/company's website because they often want to see more details about the study. This often leads to readers providing their contact details to get the study.

Collaborate with influencers relevant to your niche to amplify your message, leveraging their credibility and reach. Including testimonials from satisfied customers within your press release adds authenticity and builds trust, making your content more persuasive

Llamadme anacrónico, pero soy algo escéptico con los influencers, aunque reconozco que son una vía hacia grandes audiencias. Atisbo aún mucha superficialidad y "postureo", y en gran medida en dependencia de lo el dinero que invirtamos en ellos. Prefiero el testimonio del protagonista o testigo, que sin contrapartida monetaria, sí nos cuenta cómo le ha sucedido o ha contemplado el hecho.

I could not agree less with this 👍🏾. Influencers and testimonials can make a huge impact on how viral your press release gets. Just make sure you use the influencers that are well suited for your niche of business.

Harness the power of credibility with influencers and testimonials in your press releases. Collaborate with influencers in your niche, leveraging their loyal following to endorse your product or service. Incorporate testimonials from satisfied customers or partners, showcasing the tangible benefits and value proposition of your offering. This strategy not only establishes social proof but also generates word-of-mouth and referrals, amplifying the trust and authenticity surrounding your brand. The combination of influential voices and genuine testimonials elevates your press releases, resonating with audiences and solidifying your position as a trusted and valuable player in the market.

A mi me ha resultado más útil los testimoniales que influencers. La voz de clientes reales puede generar mayor reputación ya que es algo orgánico y no pagado. Al utilizar influencers puede que lleguemos a más audiencia pero no tanto engagement.

Harnessing the power of influencers and testimonials is a potent strategy to infuse credibility and trust into your press releases. By incorporating voices that resonate with your target audience, whether through influential figures or satisfied customers sharing their experiences, you not only enhance the authenticity of your message but also establish a stronger connection with your readers. This approach humanizes your brand and reinforces the reliability of the information you are presenting, making your press releases more compelling and impactful.

Creer que para todo hay una receta es un error común. Deben pensar qué es lo que ve su público objetivo y llegar a ellos de la forma más orgánica posible para realmente alcanzar la credibilidad.

L’utilisation d’influenceur C’est de loin la meilleure technique pour conquérir une niche ou un secteur d’activité de non initié afin de les toucher et de créer un nouveau besoin. Les témoignages quant à eux permettent de se mettre à la place et de se sentir concerné sur un sujet qui au départ ne nous aurait même pas intéressé… Au delà du public visé à la base

Absolutely! Each one of us perceives the same emotion in a totally personal way and having a PR evoke a specific set of emotions can really make it stand out from the crowd and be remembered (and picked up by media!). Use the voice of customers that are relevant to the story and let their emotional attachment to it convey a special nuance. Leverage their voice and feelings, it does make the difference.

Absolutely, storytelling and evoking emotions are powerful tools in press releases. Injecting emotion into your message can create a stronger connection, making it more memorable.

The press loves FACTS and DATA. It will always garner attention and help you to stand out. But facts and data do not tell a full story. That's where your skill as a PR practitioner comes in. Use the data at your disposal to paint a picture. What do these numbers tell us? Give real-world examples and, if possible, leverage a real person's experience to highlight how these data points illustrate an emerging trend. One of the core purposes behind PR is answering the question "why should I care?" for all your core audiences including the media, news consumers, internal teams, leadership, social followers, and casual observers. The old "What's in it for me" mentality still reigns supreme when it comes to PR and News.

First step, sometimes the smaller publications and media outlets will target the right audience and get your press release in the right hands. (Think, quality over quantity.) However, another great tool is to structure your press release like a news article: 1) Set the story up by giving the who, what, or why 2) Include colorful details such as quotes, facts and statistics 3) Always answer a question (the 'why') or present a problem and give a solution. When you give the press release a full story, more media outlets will want to repost your press release as legitimate news/a story.

I agree, anytime we can take the reader on a short journey through storytelling more of an emotional connection can be made. Pictures are also a great way to tell the story. Working in the electric industry, I can tell our members there is an outage due to a tornado, but adding a photo of storm damage to our system further enforces that communication.

Definitely, you only can connect to your target audience if you speak their language in terms of emotion, message and purpose. The best stories are those which not only work, but reach the heart of your audience to share and go from mouth to ear with everybody.

Impressionante como o IA está ajudando e mudando nossa forma de conduzir a gestão das empresas. Esses pontos abordados tem muito haver com a realidade de cada empresa

The classic 80/20 rule works here. 80% of what resonates with people the most is steeped in emotion. Stories connect the dots; data disconnects. Tell a story to captivate readers. Help them SEE themselves in your story to inspire action. Holla!

Press releases are not the content vehicles to deliver a story. They inform and need to have the proper format/structure and business tone. Now, HOW the press release is communicated to your niche audience, that's a different story. This is your opportunity to leverage storytelling and emotion: 1) Post the press release to your newsroom. We want to drive audience behavior to visit this page, often! 2) Depending on the audience is what you do next. For instance, do you find an influencer to post a link to the press release in a Slack group or online community/forum or do you work with the Demand Gen team to email a specific list. Use storytelling and emotions in these pieces of content Stick to the facts with your press release.

Yes, analytical approach. Numbers can provide evidence, strengthen arguments, and make your content more convincing to a niche audience. Ensure that the data is accurate, up-to-date, and presented in a clear, digestible format.

Generate new data to a certain topic by teaming up with market research institutes (e.g. Appinio or YouGov in Germany). This can be done very time-efficiently via online panels and support newsworthiness. Ideally visualize the findings into an infographic in an appealing and creative way.

Data is an essential component of any press release. It helps to establish credibility and build trust with the audience, who can see the facts and figures behind the news. Data can also support the claims made in the press release, such as the company’s achievements, progress, or goals. By using data, the press release can show the impact of the news on the industry, the market, or society. Data provides context and clarity for the reader, who can better understand the significance and relevance of the news.

Creo que la narrativa es importante, y la historia que estás contando también pero si no está apoyada en datos, pocas veces se sostiene y es atractiva para un medio… facts, facts, facts…

Add reliable data underlying the statements in the press release and stick to realistic achievements and don’t blow up the market potential without referring to the market share obtained

State the facts and keep it simple. You can never go wrong with the who, what, when, where, why and how. That usually gives you the complete story, right?

Including data and statistics in your press releases makes them more reliable and informative. These elements, made up of facts, figures and trends, serve to support your assertions and arguments in a concrete way. Data also strengthens your position by demonstrating expertise and in-depth knowledge in your niche. By using this information, you provide tangible proof, solid context and added value to your press releases, reinforcing their impact and credibility.

Integrating data and statistics into your press releases on LinkedIn serves as a powerful strategy to bolster credibility and resonate with a discerning audience. Quantifiable data not only supports your statements but also establishes your company as a source of reliable information within your industry. Data based approach enables you to showcase achievements, milestones, or the effectiveness of your products/services, substantiating your narrative with concrete evidence. Additionally, presenting data can position your company as transparent and data-driven, instilling confidence in potential clients or partners who seek substantiated information.

By integrating relevant data, you not only bolster the credibility of your message but also cater directly to the specific interests and needs of your audience. Well-presented statistics can tell a story, making your press release more engaging and memorable. It's about turning numbers into narratives that inform your audience, setting your brand apart as a knowledgeable and authoritative source in your field.

Using facts. numbers, charts make your press release useful and reliable. Use also o a good story to describe. Please focus what broadcaster audience wish to know, not him/her. They work like a notary in the name of their public interest.

This is the most interesting part of writing press releases. Segmenting your audience and personalising your messages to them. It shows that you understand their persona and what appeals to them. It not only makes your message more convincing and believable, it also gets you the necessary buy-in.

In my experience, the compelling angle of story telling works best. What’s there for the audience ? Why would they take time to read through your press release? Need to seek the answers before one starts writing the press release.

With niche topics, don't risk alienating one of a few publications by sending a mass email. Instead, use your pitch to describe why each publication's audience would be really interested in the topic. If you don't feel that your piece would work for a publication, don't send it. Instead, bank those contact details for a future campaign where the content would be more relevant.

1. Multimedia: Incorporate visuals, videos, and infographics to make the press release more engaging & shareable. 2. Keywords and Hashtags: Optimize press releases with relevant keywords and industry-specific hashtags to enhance searchability and appeal. 3. Influencers and Testimonials: Leverage industry influencers and authentic testimonials to add credibility. 4. Storytelling and Emotions: Craft compelling narratives that evoke emotions and connect with the specific interests and values. 5. Data and Statistics: Integrate relevant data and statistics to provide valuable insights. 6. Personalization and Segmentation: Customize press releases to cater to the specific needs and preferences of the niche audience.

Instead of sending out a mass press release to a generic media list, take the time to personalize your outreach. Identify journalists, bloggers, or industry experts who have shown an interest in your niche in the past. Craft a personalized email or message introducing your press release and explaining why it would be relevant to their audience. By building relationships and showing that you value their expertise, you increase the chances of your press release being picked up and shared.

No one like to feel like one of many, just a number, a name on a spreadsheet. If brands have the resource, they would do well to take a super personalised approach to sharing their press releases with their targets. If you feel as though time, energy and thought has gone into creating something specific to you - you're going to be much more inclined to read it, engage with it, and share it with your audiences.

There is a always an audience that shares an interest in your press release, you just have to find it. This is means you have to do your research homework and look for journalists and influencer who wrote about it. After doing your research it is importan to get in touch with your audience before sending them your presse release. You need to establish your network, especially when it is the first time that you are talking about this subject.

Personalisierung und Segmentierung von Pressemeldungen sind entscheidende Strategien für eine effektive Kommunikation. Ein weitreichendes Verständnis für die Zielgruppe ist dabei unerlässlich. Bevor man die Tasten drückt, sollte man sich fragen: Wer sind die Empfänger und was bewegt sie? Oft erfordert ein Produkt mehrere Meldungen, um unterschiedliche Empfängerkreise gezielt zu erreichen. Eine kleine, aber machbare Herausforderung!

Un mismo tema tiene siempre diferentes ángulos. Por ejemplo, la valoración del presupuesto anunciado por un gobierno puede analizarse desde el punto de vista sanitario, educativo, etc. Aprovecha el que mejor sirva a tus objetivos. A la vez, ten en cuenta a tus audiencias. Si te interesa colocar el mensaje en medios conservadores, habla de eficiencia y no de gasto público, de responsabilidad y no de apoyo estatal.

Sharing my belief that it's not just about what we do, but who we are. Building strong connections happens when values align and perspectives on life resonate. It's necessary to show people the real you, and your values, because this is our bigger identity, and nobody can copy that authenticity.

First off, I never use the term press release. I'll leave press releases for the puffery that typically comes from marketing teams. I issue news releases -- those are announcements of actual news that journalists will find helpful in doing their jobs. If what I'm announcing isn't newsworthy, I don't send it. Period. Journalists are way too busy and have way too much work on their plate to have you waste their time sharing information that isn't newsworthy. I've found that over the years, journalists gravitate toward me and take my calls precisely because I'm helping them do their work by sharing newsworthy information with them -- information that their readers, listeners, or viewers actually need.

Time was, a press release was the best tool for securing some volume of positive news coverage. The diffusion and digitalization of media has changed all of that. In certain spaces, the press release now serves a different, but still-valuable, function: It can be a direct and targeted communication to high-value stakeholders who view releases as familiar and trusted sources of timely information. It can serve as “anchor” content from which you can spin off smaller pieces. Or it can give you and others something to link to, so your audience is able to get the full story all in one place.

Once the press release is live, that is the start of the work. It's unlikely that your audience is waiting on their phone refreshing the newswire to see your news. Share it on social, pitch to reporters, send it in email to customers, make sure your employees see it. You did all the work of following the steps above. Don't stop there.

Personalization and segmentation in press releases are crucial for enhancing relevance, increasing engagement, building relationships with journalists, ensuring message resonance, and optimizing media coverage. By tailoring content to individual preferences and addressing the unique needs of specific audience segments, press releases become more compelling, increasing the likelihood of coverage and fostering long-term connections.

In my experience be sure to show domain authority and thought leadership on the press release. The more unique the topic the better it is. Promote via your social media channels extensively. In addition be sure to use your partner network to leverage the press release. You will have thousands of additional ambassadors that will be doing the promotion for you as it will also benefit their business.

Expanding your reach is key, and one strategy that's worked well for me is tapping into Facebook groups and forums. Invest some time in identifying groups relevant to your subject or aligned with your press release's interests. This targeted approach often yields immediate and impactful responses, with members reacting promptly to your work."

Writing the press release is only half the battle. Once it's live, you need to make sure you promote it across many different channels. This can via email, on social networks (like LinkedIn), engaging key journalists/influencers, and creating highly shareable multimedia content with the most poignant findings from said press release.

Sharing your announcement and going silent won't give you the desired result. It's critical to consciously interact with your audience after every publication. I love the time we live in because of this. Social media and digitalization have made it possible for us to communicate with our target audience in both directions. Make sure you stay involved after sharing your announcement in order to keep people interested and create a feeling of community around your brand.

PR zu Nischenthemen braucht ein gutes Netzwerk und MultiplikatorInnen, um darüber die passenden Zielgruppen zu erreichen. Crossmediale Strategien, die auf die passenden Medien setzen, gepaart mit persönlichen und authentischen Kontakten und echten Nachrichtenmehrwerten für die RezipientInnen - so kann es funktionieren. Gerade bei Nischenthemen, muss man alle passenden Medien bespielen und auf keinen Fall auf Gießkanne setzen. Es sei denn, das Nischenthema lässt sich Huckepack von einem Top Thema für eine große Zielgruppe platzieren. Auch gemeinsame Kommunikation mit spannenden PartnerInnen aus derselben oder einer ähnlichen Nische kann Reichweite bringen.