Utilise the Reach and Authority of the Press
Announcing your company news using ‘social’ as your main platform is severely limiting in terms of extending to your widest industry reach.
Sure, you will reach friends, colleagues old and new, and possibly some industry acquaintances. But even within this group, metrics like LinkedIn’s ‘views’ and ‘likes’ simply show how limited that engagement is. For example, LinkedIn ‘views’ simply mean that your post was ‘scrolled past’ on someone’s timeline (think of a car passing an advertisement on a bus shelter) while ‘likes’ are mostly given by work colleagues. This is also true of the vast majority of ‘comments’ show – “Congrats”, “Well done, team”, “Great work Jack, well done” etc., - these come in the main from friends and acquaintances, rather than any real industry prospects, who are reading and engaging for most of the time.
Great support in other words, but not much else. And definitely no substitute for a proper product launch press announcement, which will still communicate via these channels, as well as harnessing the significant industry reach and authority of the press.
This is why the trade media remains so important for tech announcements: it can bring you to a much wider – and qualified – audience, far far beyond the immediate circle of your friends and colleagues on LinkedIn or Twitter. And good trade media also has industry authority. Trade media writers are specialists in their area, they write with authority and industry knowledge. That is why good PRs make such an effort to identify them and engage with them on their clients' behalf.
All credible media outlets publish their circulation figures. These circulation figures represent real people, and in the case of your trade media titles, they all have an interest in your particular industry or vertical. They are your national or worldwide audience. So by achieving coverage of your new product, or of your new 'bells and whistles', you are bringing this news directly to your market.
And it doesn’t end there. The media itself uses social media to amplify and publicise many of its stories, so by appearing in its print edition, you will also benefit from this. The same goes for their email marketing – daily newsletters etc., - with an industry subscriber base often in the tens of thousands. And there is also SEO and Google alerts - news sites have always ranked very high with Google, so there are huge SEO and alert benefits to be gained here too.
Finally, once published of course, you can use it as third party collateral yourself, including on your news page, but also to gain further traction through your own social channels. And here again, news is very effective – the most effective in fact: recent studies have shown that company news is the number one content draw on social media sites like LinkedIn: in fact LinkedIn’s own report, entitled ‘The DNA Behind the World’s Most Successful Content’ found that ‘news and trends-related pieces’ are most likely to be among the most shared posts, particularly for the tech and healthcare communities.
A simple press announcement gets you and your company well beyond the echo chamber of your immediate circle of friends, colleagues and acquaintances, and in front of your wider industry or vertical audience.
Which is why planned PR announcements are so effective and still work so well.
(Pic: Valentia Island Fuschia)