Example:

_{Source: https://www.prnewswire.com/news-releases/subaru-unveils-new-creative-campaign-to-launch-the-safest-longest-lasting-most-adventurous-forester-ever-300796581.html^[5]}

Why it works:

Subaru knows their target audience; it’s evident in their advertising and content marketing approach across all platforms, including this press release. Subaru customers are adventurous, but also family-oriented and concerned with safety. And generally, dog-lovers. So this release, about a campaign promoting their new Forester, appeals to exactly that target demographic. Subaru focuses their appeal with a variety of multimedia elements, including their logo, a short video and an engaging product shot. And in that imagery, the subset of readers most likely to buy a Forester can see a version of themselves. That personal appeal makes it more likely that a viewer will turn into a customer.

5. Advocate for Corporate Social Responsibility

In addition to wanting to feel a personal connection with their chosen brands, many consumers also want to feel good about the products they use. They want to know the company’s values align with their own. Make sure consumers know your company is environmentally and socially responsible by bringing those stories to light.

Example:

_{Source: https://www.prnewswire.com/news-releases/the-final-straw-ben–jerrys-announces-plan-to-eliminate-single-use-plastic-in-scoop-shops-worldwide-300784504.html^[6]}

Why it works:

See what they did there? This release had me at “moooooving away!” It’s part of Ben & Jerry’s brand identity that they don’t take themselves too seriously, but they do take sustainability seriously. Ben & Jerry’s was quick to see the tide turn against single-use plastic, and to make a commitment to taking action on it. And because they know their target consumers care about this too, they were sure to broadcast this news to a wide audience via a wire distribution. Then, to ensure their content doesn’t get lost in the daily deluge of news, Ben & Jerry’s does a few things to make their release unique:  interesting visuals, playful wording that appeals to their audience, as well as eye-catching bullet points that outline their next steps to accomplish this goal. This news from Ben & Jerry’s is sure to stand out in a crowded field.

Conclusion

No matter your story, employing new press release techniques like videos and infographics, CTAs, playful headlines and searchable keywords, can help you find new audiences and in turn, new customers.

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