EP#97 The Power of Press Releases: Insights from Mickie Kennedy, Founder of eReleases
Mickie Kennedy
“Press releases are still important in today's market as they provide valuable and newsworthy information to journalists and help businesses generate earned media."
Press releases might seem old-school to some, but according to Mickie Kennedy, founder of eReleases, they’re far from irrelevant. In fact, they remain a vital tool for businesses looking to build their brand, generate media coverage, and establish thought leadership. Mickie has spent decades in the PR industry, and in this episode, he shares some golden insights on why press releases are still important and how to make them work for your business.
Storytelling: The Heart of an Effective Press Release
One of Mickie’s key points is that storytelling is crucial when it comes to writing press releases. Journalists are constantly bombarded with information, and the ones that stand out are those with a compelling narrative. A well-crafted story can humanize your brand, evoke emotions, and ultimately make your press release more shareable and memorable.
Your goal shouldn’t just be to announce news—it should be to create a narrative that resonates with people. Whether you're launching a new product or sharing an achievement, your press release should connect with readers on a personal level. A strong story can turn a mundane announcement into something people want to read and share.
Takeaway: Make your press releases more engaging by focusing on storytelling. Capture attention by weaving your news into a narrative that connects with readers and journalists alike.
What Makes a Press Release "Newsworthy"?
The secret to writing a successful press release lies in making it newsworthy. Mickie emphasizes the importance of providing valuable and timely information that offers real substance. Journalists are looking for stories that are relevant to their audience—so simply promoting your business won’t cut it.
One way to increase the newsworthiness of your press release is by incorporating use case studies, surveys, or industry-specific studies. This not only adds credibility but positions your brand as a thought leader. Sharing data-driven insights or unique research makes your press release stand out as informative rather than promotional.
Takeaway: Create value in your press releases by including case studies, surveys, or relevant industry research. This positions your brand as an authority while providing journalists with the hard facts they need.
The Role of Media Databases and News Wires
When it comes to distribution, having a great press release is only half the battle. Mickie discusses the role of media databases and news wires in helping businesses reach the right audience. These tools are essential for getting your press release into the hands of the journalists who are most likely to cover your story.
Media databases allow you to target specific reporters and outlets, while news wires help you distribute your press release more widely. Mickie recommends leveraging both methods to maximize your chances of getting media attention.
Takeaway: Use media databases and news wires to distribute your press releases efficiently and reach journalists who are more likely to cover your story.
Images and the Future of Video in Press Releases
In today’s digital world, visuals play a huge role in media coverage. Mickie stresses the importance of including high-quality images with your press releases. Journalists and social media influencers often look for visuals to enhance their content, so providing natural, high-res images can increase your chances of getting featured.
But the future of press releases might not just be about still images. According to Mickie, video content is becoming increasingly important in PR. Video can add a dynamic layer of storytelling that images alone can’t match. Whether it’s a behind-the-scenes look at your company, customer testimonials, or product demos, videos can help bring your press release to life.
Takeaway: Include high-quality images in your press releases to increase media pickup, and keep an eye on video as an emerging trend to make your releases even more engaging.
Building a Strategic PR Campaign
If you think one press release is all it takes, think again. Mickie highlights the importance of building a strategic PR campaign with multiple press releases to boost your chances of generating earned media. One release may not be enough to capture attention, but a series of well-crafted releases can help build momentum and expand your reach.
By planning out a series of press releases tied to different aspects of your business or product, you create more opportunities for media coverage. Plus, it positions your brand as a consistent voice in the industry, which can help build long-term credibility.
Takeaway: A single press release is good, but a strategic PR campaign with multiple releases increases your chances of sustained media coverage and greater brand visibility.
The Benefits of Press Release Distribution Services
Finally, Mickie talks about the benefits of using a press release distribution service like eReleases. These services are designed to help businesses—especially small ones—reach a larger audience. By distributing your press releases through a service, you increase your chances of getting noticed by journalists, influencers, and bloggers who might not have found you otherwise.
For small businesses and startups, Mickie notes that journalists are often more willing to cover their stories. The underdog angle is appealing, and if you can offer a fresh perspective or something unique, your chances of being covered improve significantly.
Takeaway: Consider using a press release distribution service like eReleases to reach a broader audience and improve your chances of media coverage, especially if you’re a small business.
In Conclusion:
Press releases remain a powerful tool in today’s PR landscape, but only if they’re done right. Mickie Kennedy’s insights emphasize the importance of storytelling, newsworthy content, and strategic distribution. By crafting engaging narratives, including valuable data, and using the right tools to distribute your release, you can build your brand, establish thought leadership, and generate earned media that takes your business to the next level.
Additional Resources:
Listen to the Episode: Girl Take Note Podcast - EP#95 Balancing Multiple Passions: Kasey D'Amato Transition from Medicine to Entrepreneurial Success
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