
In Part 1, we explored the different functions of news for B2B orgasnisations. Now, let's dive into the mechanisms you can use to effectively get your news in front of the right audiences.
1. The press release: your news foundation
The press release remains a cornerstone of news distribution. It's a concise and formal way to announce important company news to a wide audience. But beware – journalists receive hundreds every day, so make sure its content adds value to stand out in their inbox.
Target journalists and media outlets: Craft your press release with journalists in mind, providing them with the key information they need to write a compelling story. Consider where you want the story to land and read the title to see if the news you have in mind would be relevant for them.
Optimise for search engines: In our digital first world, making sure your content will be found is a must. Use relevant keywords and optimise your press release for search engines to increase its visibility.
Distribute widely: There are a LOT of media titles that exist (though many titles have unfortunately closed in recent years) so make sure you get your news out there to anyone relevant. Whether you use a press release distribution service/news wire or PR agency partner, spread that net wide to reach a broad range of media outlets and journalists.
2. News commentary: adding your expert voice
News commentary allows organisations to provide expert insights and analysis on industry trends, breaking news, or relevant events.
Position yourself as a thought leader: Share your unique perspective and offer valuable insights to establish your company as a thought leader in your field. Often it can be a good idea to create a spokesperson grid to divide ownership on specific topics – while we might like to think we are all experts, not everyone can know about cyber security trends in Indonesia at the drop of a hat!
Engage in industry discussions: Contribute to industry conversations by commenting on relevant news stories or participating in online forums. Following and engaging with key media can be a brilliant way for them to strike up a relationship with you and may even result in them calling on you for expert comment.
Offer quotes and interviews: Make your executives and subject matter experts available for media interviews and quotes. Only put execs in front of the media for a chat who have been through media training – though anyone can provide written commentary. However, never expect that media will allow you to approve your quote prior to it being published!
3. Long-form articles: deep dive into key topics
Long-form articles, such as blog posts or bylined articles, provide an opportunity to delve deeper into complex topics and showcase your expertise.
Educate and inform your audience: Share in-depth knowledge, research findings, or case studies to provide valuable content to your audience. Equally, go deeper than what a press release might allow you to and add your own perspective on the news and what it might mean for the industry.
Improve SEO: Similar to press releases, optimise your articles for search engines to attract organic traffic and increase your online visibility.
Repurpose content: Repurpose long-form articles into shorter pieces for social media or email newsletters. Equally, you can adapt articles to place with non-competing titles - maximise the reach of your insights.
4. Social media: amplifying your reach
Social media platforms are essential for amplifying your news and engaging with your audience in real-time.
Share news updates: Use social media to share links to press releases, blog posts, and other news content.
Engage in conversations: Respond to comments and questions, participate in relevant discussions, and use social listening to monitor industry conversations.
By strategically taking advantage of these PR toolkit mechanisms, you can ensure your B2B news reaches the right people and contributes to your overall communication goals.
Still unclear?
Let’s chat and we can see how we can support your news strategy in 2025.
Drop us a line on hello@brassneckhq.com
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