A press release is more than just a one-time announcement; it’s the basis for a broader communication strategy. Too often, businesses invest significant effort in crafting a compelling story, refining key messages, and securing executive quotes, only for their press release to have a short-lived impact. Simply publishing it on your website or distributing it through a newswire is not enough to maximise its potential.
By strategically repurposing and amplifying your press release content, you can extend its reach, engage multiple audiences and generate long-term value. Here are ten ways of doing so:
1. Leverage internal communications
Employees are valuable brand ambassadors, so share your company news internally and highlight why it matters to them. Provide easy-to-share content, such as prewritten social media posts, key talking points and email templates. Encouraging employees to share your announcement across their networks can significantly expand its reach and credibility.
2. Transform it into blog articles and thought leadership pieces
A press release often covers multiple angles that can be further explored through blog content. Why not create a series of blog posts expanding on different aspects of your announcement, offering deeper insights, additional data, or case studies? You can also pitch bylined articles to industry publications to further establish your company’s expertise and authority in your sector.
3. Personalise strategic media outreach
Instead of simply sending a generic press release to a broad media list, tailor your outreach to individual journalists, bloggers, podcasters and industry influencers. Highlight specific angles that align with their audience’s interests – and offer exclusive interviews to increase engagement.
4. Develop engaging multimedia assets
Enhance your press release with visuals and multimedia content to make it more engaging and shareable. This can include creating infographics to showcase key statistics, short video clips featuring leadership insights, and branded imagery for social media. These assets can increase visibility, as well as encourage greater engagement on digital platforms.
5. Utilise social media storytelling
Break down your press release into bite-sized content pieces suitable for different social media platforms. For instance, share key quotes and facts on LinkedIn and X, or use carousel posts and behind-the-scenes stories on Instagram. Plus, interactive content – such as polls, Q&A sessions and live discussions – can further enhance engagement.
6. Feature it in newsletter content
Your email subscribers and customers should be among the first to hear your news. So, be sure to incorporate key highlights from your press release into your company newsletters or dedicated email campaigns. Focus on how the announcement benefits your audience – and include a clear call to action to encourage further engagement.
7. Explore podcast and audio opportunities
Podcasts continue to grow in popularity – and provide an excellent opportunity to expand your reach. Identify relevant industry podcasts and pitch your spokesperson for an interview. Why not also create your own audio content, such as short soundbites or a mini-podcast episode, to complement your press release?
8. Host webinars and virtual events
Turn your press release into an interactive experience by hosting a webinar or virtual event. Invite industry experts, company leaders or customers to discuss the significance of your announcement, answer questions and engage directly with your audience. Live Q&A sessions can further enhance participation and brand visibility.
9. Tailor messaging for Investors and stakeholders
For publicly traded companies or businesses seeking investment, adapting your press release for shareholders, board members and potential investors is vital. So, develop a version of your announcement highlighting its financial implications, long-term strategic impact and market opportunities.
10. Create a dedicated landing page
Lastly, a press release should not be a standalone document but part of a larger content hub. Create a dedicated landing page (or newsroom) on your website where audiences can access the full press release; related blog posts; multimedia assets; downloadable resources; and additional insights. This helps drive sustained traffic while providing a go-to destination for media, investors and customers.
A press release is just the beginning of a successful PR and marketing campaign. By strategically repurposing and amplifying your content across multiple channels, you can maximise its impact, ensuring your message reaches diverse audiences – and driving long-term brand awareness.