You gave it your best shot. You wrote a fantastic press release in inverted pyramid style. You included great quotes and relevant information. You couldn’t have done a better job—but it still failed miserably.
Getting a press release out in the wild isn’t easy, because there’s so much information. Sometimes you get caught in the noise, no way to dig yourself out.
That doesn’t mean your press release is dead. You can do things to keep the ball rolling. Here are a few:
1. Blog series
Your press release—a feel-good story about your CEO who worked her way up fast from the mailroom—didn’t get the traction you hoped. You know it’s a good story.
Why not use it on your blog? You can go into more detail on your blog.
You could interview the CEO and get the complete story of her meteoric rise. This could lead to other posts about how your company’s culture helped her achieve her goals. No matter what your press release is about, you can expand it in a blog.
If you struggle to find subjects for your podcast, look at recent press releases. You can turn their subjects into talking points for several episodes.
For instance, stretch a press release about your company’s new fishing lures into several episodes. Interview the lures’ designer, follow the product line back to the early 1900s or talk about how the lures contribute to fishing’s future.
3. Online discussions
Businesses on LinkedIn know discussions bring more followers and a stronger online presence. But they also know discussion topics are tough to come by.
Your press release provides plenty of ideas. A press release announces a charity event you participate in. Open a discussion on how vital charities are for businesses, or talk about the logistics of an event.
Best of all, the discussion might spark subject ideas. Someone might mention how onlookers question the sincerity of those who do charity work. You could post about that to bring more people into the discussion. Commenters will bring up new subjects, etc.
How much effort do you put into a press release before giving up on it?
This article originally appeared on PR Fuel.