When you hear the words press release, what’s the first thing that comes to mind? Brief article? New sponsorship? Company advertising? While these are all fair ideas, they hardly scratch the surface.
In this new episode of the Social PR Podcast, host Lisa Buyer sits down with expert press release distributor and strategist, Mickie Kennedy, where he reveals how just one article can generate massive traffic and booming sales for your business.
Mickie founded eReleases 22 years ago with the mission to provide accessible media exposure to start-up companies. What began as a small-scale service developed into a widespread resource and partnership with US National PR Newswire, the oldest authentic press release outlet.
eReleases is a win-win system, not only helping businesses flourish but journalists as well.
Dead or Alive?
For the past decade, people have wondered whether print, SEO and press releases are dead or alive. Mickie puts this long-lasted debate to rest.
He says that the way press releases were syndicated two decades ago is outdated and tedious, and the goal has changed entirely. While the motive to replicate is very much dead, the new purpose of a press release is alive and well.
“(SEO and press releases) continue to have a life as long as it works.” — Mickie Kennedy
The Purpose of a Press Release
Mickie says that a blend of subscribing journalists, substantial google searches and a personal touch sets eReleases apart from its competitors. His team of writers, editors and strategizers distribute their clients’ press releases to journalists who turn those releases into news articles.
Now, before we get ahead of ourselves, let’s break down the levels of a press release:
- The intent: to write a compelling announcement that will stir up publicity.
- The next step: to have journalists write articles about your company’s announcement.
- The end goal: to further advance your brand through additional media collateral like podcasts, features and links.
Creative PR Tactics
Mickie uses his creative writing background to come up with some of the most engaging and powerful PR hacks.
For one of his clients in the auto repair industry, he built a survey for them to distribute to local and independent auto trade associations. But this survey was far from mundane. He included the question, What is the strangest item someone left in a car while being repaired in your shop? The answers are unbelievable and so was the company’s engagement yield. Have a listen and find out for yourself!
Some topics discussed in this episode include:
- Press Release Strategy and Distribution
- PR Newswire
- Press Release and SEO efforts
- Creative and Newsworthy Angles
Connect with Mickie Kennedy
Examples of surveys using surveys quite effectively in press releases: