2021 WEB AWARD FOR
OUTSTANDING ACHIEVEMENT
in Web Development for Métis Crossing.
STRUCTURE OF A PRESS RELEASE: WHAT TO CONSIDER WHEN WRITING A PRESS RELEASE
Christina Pilarski • May 15, 2020
What to Consider When Writing a Press Release
What is a press release and why would you need one?
A press release is a concise, formatted document, written in such a way that it can be distributed for marketing and promotional purposes. Press releases are a tool used to highlight an event, corporate milestone, or to profile an achievement or success. Ultimately the purpose of a media release is to pass your content to media outlets in a format that will allow them to efficiently and effectively cover your story. Traditional and social media coverage are standard and proven tactics for promoting a company, product or event. Traditional and social media coverage often results in additional commentary on blogs, industry websites and other online platforms.
The Importance of Public Relations for Your Institution
When handling Public Relations and writing a press release, there are numerous important aspects to consider. First, you need to identify and acknowledge that you have two distinct target audiences. The first audience is composed of individuals with little or no knowledge of the industry but are curious and interested in learning more. The second target audience you must consider are those who are deeply entrenched in the industry and who know the ins and outs. Recognizing your two distinct target audiences will allow you to ensure a balance and impactful approach is being undertaken. As a company and as a brand you will need to strategically develop a thoughtful approach to public relations. Are you aiming to educate the masses, clearing up any misconceptions around the industry or are you aiming to connect with existing thought leaders? Your press release must ultimately speak to your target audience and align with your corporate goals and strategy.
Once you understand which audience you want to reach, you will then be able to determine what publications to pitch your press release to. Are you aiming to reach specific stakeholders or customers? Or are you looking to educate and inform a more general or public audience? The people that you are trying to reach, all read different publications and get their information from varying sources. It is important to do your research to find out where your audience is going to obtain their information and which sources to reach out to with your press release.
Combing Your Public Relations and Media Relations Strategy
In fact, integrating your public relations strategy along with your media relations strategy will ensure that you are reaching the right audiences with the right messaging through the right mediums. This way you are saving time during the research process and you can spend more time getting your information out to the right sources. By having press releases included as a priority in your broader public relations strategy, you will be better prepared for media follow ups and critiques. When writing your press release, always be prepared with a question and answer or key message document. What is the first question the media is going to ask when they read this document? Do you have the answers to these questions? Are you prepared to speak to the details? If the answer is no, you should rethink the timing of this release.
There are also technical components to think about too. How will you distribute your press releases? If you’re using a wire service will you distribute nationally or to specialized influencer lists? Are you publicly traded or have aspirational plans to be? Then you need to ensure your press releases include certain details. Finally, what media personalities and publications are your goal? Do you know how to reach them and follow-up effectively?
We often hear that traditional media is dead, but the truth is, media coverage remains one of the most impactful free promotional tools we have in our toolbox. Traditional media feeds social media and, depending on what media outlets you target, can be a deeply impactful tool for reaching desired target audiences. But it all begins with a thoughtful and targeted press release from you!
CIPR Communications Provides Public Relations and Media Relations Services.
Don’t know where to begin? Let us help. We can create a Public Relations strategy with you that ensures your brand gets noticed and that your coverage is leveraged across all your communications platforms. Book an intro call with Peter and let’s get started.
CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's Energize Don't Hide event. CALGARY, AB, April 28, 2022 /CNW/ - Calgary businesses CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's (CMHA Calgary) Energize Don't Hide event to raise awareness about mental health, build connection and community, and fundraise for the ongoing delivery and expansion of CHMA Calgary programs. These local companies are committed to helping the Canadian Mental Health Association's Energize Don't Hide Calgary campaign and are encouraging other businesses to participate through incentives and prizes. The first two businesses that contact Peter Pilarski ( peter@ciprcommunications.com ) to join Energize Don't Hide as a result of this challenge will receive a free Digital Competitive Analysis Report from CIPR Communications. Certified Flourishing Coaching will also provide complimentary Life Coach Training and Certification to the first individual or solopreneur who contacts Abe Brown ( abe@momentumcoach.ca ) to sign up a team. Additionally, Rumble Boxing Studio has agreed to provide $100 Personal Training Gift Certificates for a First Free Session, a Free Heavy Bag Class and Complimentary Group Bookings to all companies that participate in Energize Don't Hide. "We know that physical activity and a sense of belonging to a community can help to improve mental health," said CIPR Communications Vice President Peter Pilarski. "We wanted to take advantage of Energize Don't Hide Calgary to bring local businesses together to raise awareness, lift our collective spirits, raise some money for CHMA Calgary and have some fun while we are at it." In addition to challenging other businesses and individuals to participate in Energize Don't Hide, CIPR Communications invites registered teams to join their team every Friday for a weekly group training or outdoor fitness session, starting with a private group heavy bag session at Rumble Boxing Studio 17 AVE on Friday, May 6th at 1:30 PM. Interested participants can email peter@ciprcommunications.com to take part. "We are thrilled to host the CIPR Communications Team and anyone who joins them at Rumble Boxing Studio on May 6th," said Kealan Bailey, founding trainer at Rumble Boxing Studio. "While getting any kind of exercise is great for mental health, participating in group fitness adds a sense of community that enhances the experience and punching a heavy bag has many therapeutic benefits." Energize Don't Hide runs from May 2 to June 30. During this time participants are challenged to complete 3,300 minutes of activity and teams are challenged to complete 33,000 minutes of activity while raising money for CHMA Calgary's mental health programs. For more information, visit the Energize Don't Hide website. About Certified Flourishing Coaching The Certified Flourishing Coach Model™ is evidence-based and practitioner focused, meaning that it is based on science and psychology. "Evidence-based" describes an approach to medicine, education, and other disciplines that emphasizes the practical application of the findings of the best available current research. Essentially, it means that a concept or practice is supported by a large amount of scientific research. So, when we describe the Flourishing Coaching Model™ as evidence-based, we mean that we are taking the best available current research around people, change, and specifically how people flourish, and practically applying it with a coaching lens. About Rumble Boxing Studio Rumble offers a one-of-a-kind badass fitness experience, with a fight club meets nightclub vibe. We bring together a high-intensity boxing workout with the powerful platform of group fitness. We are more than just fitness; we are a community. All experience levels are welcome.
Pilarski was named to Entrepreneurs Herald’s Top 30 Entrepreneurs to Look Out For in 2022 List
New Approach to Public Relations Pricing In 2022
Google MUM Update
Core Web Vitals: What it Means and How to Measure Them On Your Website While we saw some important changes in 2021 and we expect to see more over the course of 2022, the tried-and-true digital marketing practices that have worked in the past will continue to serve you well into the future. Provide a great user experience on your website pages Back in May 2021, Google introduced its Core Web Vitals update, which rolled out over the summer months. This update is all about improving page experience signals that measure how users perceive the experience of interacting with a web page. At the end of the day, Google is looking to provide the best answers to people’s questions while at the same time providing a great user experience – in its essence, it really is that simple. Simple as it may be, however, it’s not always that easy to achieve!
What are the Benefits of a Landing Page? Landing pages provide a vital touchpoint with you and potential customers, serving as the initial brand interaction through engaging content with an opportunity to generate a lead through a form fill. Here are some key benefits to creating an audience-specific landing page for your next marketing campaign: - Generate leads and conversions - Provide valuable insights into your target audience(s) - Help grow your newsletter subscriber list - They support your business goals through measurable metrics - Increase brand value What types of content does a landing page offer? A good landing page should have a clear message, nurture leads with appropriate content, and the most important, have a call-to-action awareness or consideration form. Here are a few types of content offers you can add to your landing page to convert users into leads: eBooks and whitepapers Event Registration and Webinars Email Newsletter subscriptions Free trials As you begin exploring a landing page for your business, there are a few additional things to consider. Don’t distract your user from the end goal. Limit any unnecessary content that would shift focus from filling your form out. And most importantly, think about how valuable your offer is. The more valuable, the more engaging it will be for the user. Want to take your marketing campaign to the next level? Book a meeting with one our experts today.
November 2021 Newsletter
CIPR Communications Wins Two Web Marketing Association WebAwards in 2021. For Website Development in Collaboration with Indigenous Clients in the Tourism Sector
Web development is perhaps the central point of any long-term digital marketing strategy. Read this introduction to all you need to know about web design.
Website quality audits are useful, data-driven tools that help you to assess and improve your website’s performance. Learn more about them here.
