One of the best methods to reach out to potential clients or existing ones by firms is to put out an official statement, usually called a Press Release. However, in the world of today, it is a Media Release that makes the difference.
What is a Media Release?
Similar to a Press Release, a Media Release is used by firms to inform their target audience about any latest business developments, events, updates and information they want to share publicly.
While the overall purpose of creating awareness of the business is the same as with a Press Release, a Media Release differs in several aspects as compared to the former. A Media Release is rich with different interactive materials, such as images, quotes, hyperlinks to websites or social media and even audio/video material which can be embedded.
The next step in a press evolution, a Media Release is aimed towards the modern digital audience that has access to content on their mobile devices. Adding in business media can be crucial in keeping readers engaged as it allows the viewer to interact with the different media presented and get to know the company better in a more personalized way.
A Media Release format therefore allows readers to engage with the published content in various ways such as following the business on social media or viewing related video clips they have published.
How to Make Sure Your Media Release Touches Base?
Just like its boring predecessor, a Media Release is all about achieving the right points that attract readers. The overall structure remains the same, with a catchy headline, a great intro and contact information.
Nevertheless, there are a few things that a Media Release differs in:
Tailored for each outlet
While a standard Press Release is essentially the same across all publication channels, a Media Release is a more customized version, ideally with each one tailored to fit the target profile of the channel or website it is going to be on.
This does sound a bit challenging, with multiple releases created to promote the same message. However, this is no different from running multiple ads during a campaign with just making a few adjustments to each version. The advantage is that with each custom Media Release, it can be altered and created to resonate with the average reader of the website, leading to increased interest and interaction.
For example, an eco-conscious business in the UK will have a slightly different Media Release published in a London Business Magazine compared with an Eco Living Magazine to add the most relevant hyperlinks and media that will resonate best with the particular audience.
Search Engine Optimization
Search Engine Optimization is the best friend in the digital world today. Having the right message tailored for the audience is one thing, but doing it in a manner that allows search engines to rank the release higher in the results is a game changer.
Having a uniquely tailored Media Release published in a UK News Magazine can ensure that it is indexed on search engines as Google for example only indexes unique content and often deindexes duplicate content. This ensures that the Media Release publication ranks for the targeted keywords on search engines and is found by many more readers, apart from the loyal magazine readers where it was published.
SEO is therefore a vital element of a Media Release and often the magazine editors will offer search engine optimisation services to make sure that the right set of keywords and phrases are organically embedded in the release. This leads to a higher ranking in search engines and consequently, a much higher chance of the release being accessed by the target audience.
The “media” used in a Media Release can make all the difference between a potential reader/client scrolling away to another post or grabbing their attention. There are several ways to create a Media Release and as long as it is not too overwhelming, any combination of media can be used.
This includes bold quotes by top management or spokespersons, video explainers and even infographics or embedded social media posts. Each magazine will have their own guidelines about which and then number of media that can be added in a Media Release and it is important to follow these.
Back-linking Website or Social Media
With a Media Release aimed at attracting the reader to interact, back-linking the firm’s website can be crucial as it allows the reader to know more about the firm and what it offers. While the Media Release focuses on a specific product or service, the company website provides information about it ALL, which helps the readers to discover more about it. Additionally, a backlink has SEO advantages for the business website.
Similarly, having links to social media channels allows for a more personal feel as readers not only follow it, but can communicate with the team via messenger or live chat options and get their queries answered in a more personal and effective manner.
Do I Need a Media Release?
Any firm can benefit from a Media Release. The ability to attract more users and clients is much higher with one as the exposure chances are higher with more unique and engaging content as search engines favour such.
This means that a positive ROI with a Media Release is more likely compared with a Press Release due to its more interactive, engaging and tailored nature.
Having an SEO optimized and uniquely created Media Release published in a relevant and established publication offers a better positioning of your brand or business. A niche publication can often achieve far better results as the readership will be easier to identify and target.
Say your business Media Release links to an education topic then a publication in an education magazine would be more reasonable and possibly converting. Readers find it more appealing and relevant which leads to a better marketing result than a generic syndicated Press Release.