PR Power Plays: 12 Ideal Goals for Press Release Submission & Promotion Mastery

Introduction

In the pulsating world of public relations, press releases serve as spokes on the communication wheel. Yet, the success of these influential tools hinges on the achievement of numerous objectives or "ideal goals." An ideal goal, defined as a locally optimal state realized through repeated refinements, forms the backbone of a successful press release strategy. In our detailed examination, we unfold twelve such ideal goals, each spotlighting an indispensable stage, from identifying the press release's purpose to monitoring its success, in the press release creation, submission, and promotion journey.

1. Identifying the Press Release Purpose

• Description: Defining the purpose of the press release is the preliminary ideal goal.
• Strategy: Determine what news you'd like to convey, such as announcing a product launch, company partnership, or event.
• Action Plan: Assemble your core team and define the press release aims in a brainstorming session.

2. Crafting a Compelling Headline

• Description: The headline is the reader's first impression, making it vital to grab their attention.
• Strategy: Use precision, clear language, and compelling phrases to craft a captivating headline.
• Action Plan: Draft several iterations, A/B test them among your team, and select the most impactful headline.

3. Writing a Catchy Introduction

• Description: The introduction should succinctly encapsulate the press release content.
• Strategy: Address the core news while provoking curiosity, ensuring readers continue consuming the press release.
• Action Plan: Edit and refine the introduction paragraph to make it succinct, clear, and engaging.

4. Incorporating Informative Content

• Description: The main body of the press release should be informative and fulfill the purpose defined earlier.
• Strategy: Use concise language, add only relevant information, and follow the inverted pyramid structure for press releases.
• Action Plan: Review and revise the content to ensure it communicates the message accurately and compellingly.

5. Citing Reputable Sources

• Description: Citing authorities enhances the credibility of the press release.
• Strategy: Quote industry experts, reference research studies, and include testimonials to boost the legitimacy of your news.
• Action Plan: Coordinate with the research team to obtain valid sources and quotes for the release.

6. Including Company Contacts

• Description: Providing clear contact information makes it easy for journalists and interested parties to get in touch.
• Strategy: Include the name, email, and phone number of the person who can answer queries regarding the press release.
• Action Plan: Designate a contact person (or people) within the team and provide their details clearly in the press release.

7. Perfecting the Formatting

• Description: Proper formatting enhances the readability of the press release.
• Strategy: Follow the standard press release format, including using subheadings, and bullet points, and inserting line breaks where necessary.
• Action Plan: Review and make necessary changes to ensure the press release aligns with the standard design formats.

8. Proofreading for Errors

• Description: An error-free press release boosts its professionalism and readability.
• Strategy: Review the press release for spelling, grammar, or factual errors, and rectify as needed.
• Action Plan: Employ proofreading tools or have a dedicated proofreader review the press release before submission.

9. Selecting Suitable Distribution Channels

• Description: Choosing the right distribution channels increases your press release's reach.
• Strategy: Identify media outlets, journalists, and industry blogs that might be interested in your news.
• Action Plan: Curate a list of suitable channels for distribution based on previous interactions, online research, and industry affiliations.

10. Sending at the Right Time

• Description: Press releases should be sent at the right time for optimal exposure.
• Strategy: Use industry insights and specific media outlet schedules to determine the best time for distribution.
• Action Plan: Schedule the press release to be sent at a time that aligns with the identified optimal timing.

11. Following up Proactively

• Description: Effective follow-up can make your press release stand out in an editor's inbox.
• Strategy: Personally email or call the relevant contacts to confirm they received your release and provide any additional information as required.
• Action Plan: Delegate team members to follow up with specific channels or contacts, ensuring a personal touch in communication.

12. Monitoring Success Metrics

• Description: Measure the response to your press release to evaluate its success and future improvements.
• Strategy: Use metrics like media pickup, social media shares, website traffic increments, and inquiries generated to evaluate success.
• Action Plan: Incorporate tracking tools like Google Analytics for web traffic and use analytics provided by distribution services to measure success metrics.

Conclusion

Behind every successful press release lies a trail of accomplished ideal goals, each serving as a milestone in the robust strategy. These twelve ideal goals unravel the nuanced process of press release submission and promotion, each reinforcing an aspect vital for its effectiveness. Remember, mastering the craft of press releases is a task of precision honed over time, and these ideal goals serve as the yardstick guiding you toward proficiency. So, prepare to embrace this roadmap and allow your press release campaigns to thrive.