Press releases have long been a key means of communicating with media outlets. Today, many law firm leaders are shifting towards issuing more social media news releases geared at engaging a growing online journalistic community. Writing these releases requires combining the savvy used to write a traditional press release with a sophisticated understanding of how social media works. Well-written social media press releases have the potential to attract bloggers and journalists while boosting the brand image of any firm.
Mastering social media press releases
True to their name, social media press releases are designed for journalists who are using social networking sites. They should be straightforward and easy to read while presenting a wealth of information. A group of Wichita personal injury lawyers who want to inform the public of free consultation services might issue a social media press release, paying attention to all of the following:
- Scanability: This is a measure of how quickly readers can gain essential information from a press release. Stick to simple, short sentences and concrete statements to improve scanability.
- Links: Insert links into the text of the press release so readers can easily access more information about key points.
- Sharing: It should be easy for journalists and bloggers to share a social media press release with their networks. Post the release at a static address so that it can be shared.
- Contact information: Business phone numbers and email addresses should be displayed prominently at the top of the press release.
Upping the ante with interactive content
Adding interactive content to a social media press release can attract increased attention from journalists and bloggers. Use videos and visually driven charts whenever possible. Be sure that these charts work to support the press release by providing extra information about topics discussed in the release. Keep in mind that it’s important to avoid using gimmicky ads in press releases as these will seem too sales driven and can be a big turn off for journalists.