by Sandy Malloy, Senior Information Specialist
When comparing measurement reports from different releases, clients often ask why one news release received more views than another. The question arose recently in the context of a release that proved to be far more popular than another despite the client’s perception that the latter was more “important” news and the release was more widely distributed.
I won’t explore the rationale for choosing one distribution over another, but I WILL comment on factors that can make a press release popular. In this particular case, the more popular release had a photo.
As we’ve noted before, releases with multimedia receive 1.7 times more reads than those without. This release was no exception. Multimedia not only attracts viewers who want to see or download the photo or play the video, photos and videos attract more viewers, period. The visual Web loves multimedia, which grabs attention.
A second trait of popular releases is a good headline. It’s such an important component of an effective news release that we’ve presented webinars on this topic. The more popular release in this case had a succinct headline that clearly stated what the release was about and why it should be of interest to the reader. Remember that although search-friendly keywords in your release are very important, many people will see your headline on our site, on their mobile devices, in RSS feeds or email and decide whether or not to click through. Headlines make that first impression, and just as you don’t get a second chance to impress in the real world, nor does your press release.
Finally, make sure the release is truly newsworthy. This list of news release-writing tips from PRSA’s blog is typical in making newsworthiness Tip #1.