The NEW Rules of News Releases

David

Meerman Scott reminds us that news releases are read by consumers or general public directly, meaning "you need to be speaking directly to them!" (316).

If we are supposed to write news releases for consumers, what are the rules?

Rule #1: Send news releases all the time.

Not just for the big stuff, but make the little stuff important, too. Find reasons to release news releases often and regularly.

Rule #2: News releases for your buyers.

Instead of sending your news releases to journalist and hoping they convey your idea the way you want, speak and appeal to your consumers directly.

Rule #3: Use the right language.

Now that we are seeking to communicate directly with your buyers, make sure you are using relevant, keyword-rich language.

Rule #4: Encourage a response. 

How do you want your audience to respond? Include offers or call-to-actions to compel them to do something after reading your release.

Rule #5: Include landing page links. 

Send readers to relevant landing pages by including them in your news releases. Make sure those landing pages provide enough information, as this my be the only page the reader sees.

Rule #6: Link to multi-media content.

People like to engage with content in different ways. Give them multiple ways to learn and interact with your release with videos, blogs, photos, etc.

Rule #7: Optimize. Optimize. Optimize. 

You know the drill... optimize your content so it can be discovered through search engines and browsing.

Rule #8: Utilize social media networks.

Send your Insta following, connections on LinkedIn, and Facebook friends to your release by talking about it on your socials, always including links.

Rule #9: Drive buyers to sales. 

Drive people to sales with your news release; get them hooked, keep them engaged, and don't let them leave not wanting to purchase.

Again, less than 10 rules/steps. Totally do-able.