Turn your press release into a charging warhorse
By Joanne Ngo and Alex Howard, Business Wire
January 31, 2014 is the first day of the Lunar New Year, the most celebrated holiday in China, Vietnam and other parts of Asia. It is a celebration honoring new life. It is a highly anticipated holiday full of firecrackers, dragon dances, temple visits, lucky red envelopes and family gatherings.
This year is the year of the horse. The horse is one of the favorite animals in the Chinese zodiac, and is closely linked to people’s lives because of its ability to quickly transport people and things. In China, the Red Hare was the celebrated warhorse of Lü Bu, the ancient Chinese general and warlord. According to legend, the Red Hare had a reputation of being the horse that could travel hundreds of miles a day, climb mountains as if they were flat land, cross rivers and much more. As we at Business Wire prepared for the Lunar New Year, it occurred to us that the mystical Red Hare is much like today’s modern press release. The horse, for example, is a symbol of:
- Strength: Like the horse, a press release is a pack animal, capable of carrying loads of information to your audience.
- Efficiency: Similar to how a horse helps you work more efficiently, your press release when distributed via Business Wire, helps you efficiently deliver a message packed with content that your readers and media want to read, report on and share.
- Speed: Comparable to a galloping horse, news shared via Business Wire travels around the globe, quickly, easily and effortlessly.
Our thoughts of Lü Bu’s many military victories got us thinking of Lü Bu atop his magnificent steed, charging into battle. As in war, where one would never send a horse out to battle without armor, the same goes for your press release. To protect your brand, product and message, outfit your press release properly – utilize clear, relevant writing, multimedia, social media calls to action, and hyperlinks. A warhorse cannot fight an army without armor, and neither can your news.
Train your Release Prior to Battle: Make it Clear and Relevant
One of the most important ways to prepare your news to battle today’s content clutter is to make sure your release is clear and relevant. A well written, highly targeted press release sparks conversation and interaction and guides journalists and other interested readers to your news. Today, this is more important than ever thanks to Google’s recent algorithm changes. Google no longer places emphasis on individual keywords placed in copy, but instead helps users find your news via natural search phrases.
Outfit Your Release for Battle
Once you have a beautifully crafted, relevant story, you need to arm it for battle. In 2011, Skyword’s research discovered that news articles with images received 94% more views than news articles without imagery. In 2013 the award winning study conducted by SEO-PR and Business Wire, the press release that included video had 55% more views than the one without it. In 2014, multimedia is a required element to any article or story. Visuals quickly capture the attention of today’s fast-paced, mobile-crazy audience. They also help illustrate a very technical or lengthy press release, support new product launches and paint a clear vivid picture of your story. This imagery will help your press release defeat the clutter and reach your target audiences faster and more effectively.
In war, the battle cry can unify the corps and intimidate your opponents, so give you news the final advantage with a battle cry. One of the best ways to increase the impact of your press release is to initiate social sharing. Including a sharing call to action, such as including a Click to Tweet, allows readers and brand fans to tweet your news, your battle cry.
After the fighting is over, the warrior leads the Red Hare home. Just as the warrior leads his horse home, so must you lead your readers. Include relevant, natural links within your press release to help interested parties continue their journey to learn more about your business. For best usage of your links, limit them to an average of one link per 100 words.
Winning the Battle, Winning the War
Just as the Red Hare served the warrior in times of need, so will your press release serve you. When crafted properly, and outfitted with its armor of multimedia, this piece of content will cut through the clutter and deliver your news, your company story to all corners of the world.