Think back to the last time you considered purchasing something. If you’re like the majority of buyers, you researched the product or service before contacting the company for more information. You looked for multiple mentions of how useful or reliable the item is to inform your decision. You probably also conducted your research across multiple channels like social media, search, and informational news sites.
Because today’s customers are looking for a stream of information that’s about and from the companies they’re researching, public relations and marketing teams need to create a cadence of communication about their brand. And that cadence includes press releases.
Although press releases have traditionally been used to announce something (be it a new product, an event, a personnel change, or the company’s latest financial results), David Nelson, senior distribution advisor at CNW Group, encourages brand communicators to look beyond this “one and done” strategy.
“PR professionals are a busy lot,” David recently wrote on the Beyond the Wire blog. “And with heavy workloads and limited resources it can be tempting to fall into the habit of just getting a single news release out before moving on to the next project.”
However, as he continues to explain in One is the Loneliest Number: Three Times When More is More, there are many times when sending out multiple press releases around a topic can dramatically increase results.
Here are three reasons you should include multiple press releases in your PR campaigns.
Reinforce and Expand
Although press releases have a much longer shelf life than they used to, release engagement often peaks in the hours after distribution.
Organizing multiple press releases around a common theme allows you to continually reinforce and amplify your message with your target audience. Even if your message doesn’t resonate with readers the first time, a follow up press release showcasing a different angle may grab their attention because they remember seeing the first one.
Dive Into Details
Press releases should be structured so that readers can get the information they need quickly and easily. For brands who need to promote a new product line or similar project with many moving pieces, it can be difficult to write a press release that balances information and readability.
While you don’t want to write a rambling, unwieldy press release, there are times when you need to do a deep dive into a multi-faceted topic.
A series of shorter press releases linked to a particular subject or theme allows you to drill into specifics without losing readers’ attention in one lengthy release.
Appeal to Different Audiences’ Preferences
On Beyond PR, we frequently write about why it’s so important to understand your audience’s needs and reflect them in the content you create. A major challenge to that, though, is that different individuals prefer different things from the content you produce.
In Beyond the Wire’s blog post, David shares how the Ontario Science Centre promoted an event with a one-two punch of pre-event and post-event press releases. It’s not too unusual to see multiple press releases marketing an event; however, there are lessons from this that can be applied to other PR and marketing campaigns.
Although the science centre’s press releases all focused on one event, each release had its own purpose. The advisories gave journalists the information they needed to cover the event, general event promotions were targeted to possible attendees, and the wrap-up press release, which was enriched by multimedia from the event, helped reach readers who weren’t able to attend.
If the audience you’re targeting can be broken into smaller groupings with different needs, consider a few press releases that address different audience preferences for format and story angle.
A press release strategy that isn’t one and done, but focuses on the cumulative effect of your communications over time can have a major impact on your company’s business goals.
For more examples of multi-release campaigns that worked, check out David’s original post on CNW Group’s Beyond the Wire blog.