In the book “Newsjacking,” author David Meerman Scott recounts the story of how Joe Payne, CEO of Eloqua (a marketing automation company), capitalized on one of their rivals’ acquisitions. Payne noticed that their competitor’s acquisition of Market2Lead received very little press. Sensing an opportunity, he quickly crafted his own angle on the story.
Payne’s story was titled “Oracle Joins The Party.” It pointed out how important the acquisition was for the industry and the potential for lead management software. When media outlets caught up with the takeover by Oracle, they already had well written story – with quotes ready for immediate use.
And just like that, Payne’s own company was being mentioned everywhere the takeover was announced, including major media outlets. As a result of the media attention, Eloqua ended up closing more than $1 million in new business. This example demonstrates the power of releasing your own well-timed spin on an existing story. But let’s dig a little deeper:
Distributing Press Releases
Issuing press releases can create a number of substantial benefits for your business. The most obvious is exposure to new audiences. People are more likely to read editorial content than advertisements, so having your business mentioned in the media is great for building brand recognition.
Issuing press releases will help fast track you to being cited in the media. It helps to establish your position as an expert in your industry. Press releases will also help you develop relationships with reporters and editors. After a while, you can become a go-to source for information and commentary on a particular subject. These relationships can lead to opportunities for television and radio appearances, which further increase brand credibility.
Press releases can also be great trust builders. Even if the press release is in your original wording, it will be viewed more credible simply because it appears on a third-party website. People are much more accepting of what they read on an independent website versus what they read on your company site. Press releases can even help improve your website visibility and SEO through powerful back links from distribution on media websites.
When To Issue Press Releases
You should issue a new press release at least twice a month. Like any marketing strategy, consistency is key if you want to see results.
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