Seven Alternatives to Sending a Press Release

public relations, p.r., publicity, law firm marketingThanks to marketer Heather Whaling for these tips from the SocialMediaToday blog. 

Here are several alternatives to the traditional press release:

  1. Social Media Release — A SMR is the 2.0 version of the traditional press release, featuring links, video, photos, and social media integration. I use Pitchengine to create effective social media releases. This can be an especially helpful tool if you have news that matters to the general public. The social sharing built in to Pitchengine releases helps news spread far and wide.

  3. Blogger Briefing — Think of blogger briefings as the next iteration of the press conference. When you have major news to share, consider organizing a conference call or video meeting to share the facts with bloggers (and even traditional reporters).

  5. YouTube Video — Got a message from your CEO? You don’t have to cross your fingers and hope the local newspaper runs a statement. Instead, shoot a video, post it on YouTube and share it on your blog, in your enewsletter, on Twitter and Facebook. You could even send the link to your local media. Many newspapers are embedding multi-media along with stories, so help a reporter out by providing some audio visual.

  7. Twitter “Chat” Tour — When Laura Fitton (@pistachio on Twitter) was promoting her new book, she organized a “chat tour” — appearing as a guest on several industry Twitter chats (including #pr20chat, which I co-moderate). Laura shared her expertise with new audiences, while also introducing her new book to potential buyers. There are 200+ Twitter chats, so finding one that aligns with your product/service shouldn’t be too hard. Just remember, Twitter chats are not appropriate places for a hard sale.

  9. Blog Post — Got an announcement to make? Blog it. Simple and effective — as long as your blog is read by the people you’re trying to reach with your news.

  11. Virtual Scavenger Hunt — While you may feel an urge to send a press release out announcing your company’s new website, please don’t. It’s not news. Nowadays, just about everyone has a website … and most update their site at least every couple years, if not more frequently. Instead, think about creating an event that will drive traffic to the site and get your target audience diving into the content. A virtual scavenger hunt is one effective way to do just that. Here’s how I implemented virtual scavenger hunt for a client last year.

  13. Enewsletter Announcement — If your company has a strong e-newsletter, consider using that as a tool to share important news. If it’s “news” that would only be of interest to current clients (or whoever subscribes to your enewsletter), this can be a more effective tactic than a traditional press release.

Heather Whaling is president of Geben Communications. She helps nonprofits and small businesses integrate digital and traditional communication strategies.

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Paul - March 6, 2012 3:52 PM

The idea about posting a YouTube video to get out new information regarding what's going on within our business is a great idea. Sure sounds like a lot more fun than trying to get a press release out. Thank you for this awesome idea. I will be sure to make use of it in the future.

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