Multi-Channel Marketing | SimplyCast.com

1. Who cares?

Really, who will be affected by our information? Though it seems to be the easiest question to ask, it can be the hardest. If the answer to this question is more than one group, then order who is affected the most by your information to the least. Then, target the tone of your press release to that top group.

2. What do we want out of it?

It doesn’t matter how self-righteous a business or organization thinks they are, the entire point of sending out a press release is to get something in return. Asking that hard question – what do we want out of it? – actually helps you frame your press release.

3. Is this a trending topic?

As soon as you get the go-ahead on writing a press release, troll through online news sources and social media to see what people are saying about your topic. Also, take a close look to see if it was a trending topic in the past day, week or month. Though it may seem like a no-brainer, even the hottest of topics don’t always guarantee coverage.

4. What have others said about this?

Do some digging into what other people in your industry have said about this issue. Look for old press releases, articles, blogs and social media chatter. For this, it doesn’t really matter how old the information you find is. What matters is that someone important at some point said something.

5. How do we reach our audience?

This goes back to what group is most affected by your information. Based off that demographic, you’ll be able to better target your media and outlet a strong marketing plan to get your press release out. It is never a good idea to just send your press release to every news source on the planet. That’s for amateurs.

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