Incredible results of well-written press release

Successful PR campaigns require precise planning and execution, as well as a thorough understanding of what should be communicated. In this informative blog post, we'll cover some key tips for communicating your message effectively through press releases.

The information you communicate in your press release can be substantially improved by following these guidelines: 

- Communicate the "who, what, when and where" quickly to get readers interested in reading more of the article  Does not include any redundant facts or explanations that aren't necessary to tell the story.  This is vital because readers may only read a few sentences of an article before deciding whether or not they're going to continue reading it. 

- Use quotes from a reputable spokesperson.  There are several reasons to use quotes in your press release: 

- Use quotes from figures within the industry. Publications with high readership are more likely to pick up a story that features an expert's quote, as these sources provide more credibility than non-experts, i.e., employees of the company. Non-experts might be quoted if they have something new to offer the industry, rather than the same old information that readers might be exposed to on a daily basis. 

- Identify your audience and news value through proper targeting of publications and distribution channels. 

- Send multiple press releases to publications that are covering your industry and company. 

- Avoid sending generic press releases to publications that don't, or can't, use industry terms.

- Make sure your press release is free of spelling or grammar errors. 

- Be creative with your headlines, sub headlines and body copy. 

- Make sure you include the name of the author in each article (not just the first or last name). 

PR services should be judged by the results they deliver; not by their initial marketing strategy or hypotheses as to how they will help entities raise their profile within their respective industry.

For that reason, in our case, it is important to be able to cite results before we even begin listing our methodology. Here are some examples of the results we have produced for our clients:

Example 1 - International AIDS Vaccine Initiative (IAVI) 

Example 2 - Granulocyte Alfred Cell Stem Cell (GACS)

GACS is an academic-private sector partnership that has developed a novel therapeutic product using stem cell technology to treat Chronic Lymphocytic Leukemia (CLL), a cancer of the blood and bone marrow. We received this testimonial from Dr. Leonard Zon, Director, Institute for Cell Engineering, Johns Hopkins University:

Example 3 - Water Filtration Works, Inc

Example 4 - Iamgold Corp.

"PR Newswire" was the latest source to do a feature on Goldcorp's new Director of Corporate Communications. The article is available here: http://www.prnewswire.com/news-releases/new-director-of-corporate-communications-at-goldcorp–56557291.html

Example 5 - Integra LifeSciences Corporation

"Integra LifeSciences announces breast implant recall" 

In this case, the company is able to show how their efforts have proven effective in a real-world scenario. The recall was announced on June 1, 2010. Within weeks (June 18, 2010), media started to pick up on the story. We sent out a release to over 1050 media contacts worldwide. The response was immediate and resulted in over 50 industry articles within 3 days of the press release being issued. Thereafter, all major media outlets covered the story and even some not so major ones did as well. To top it off, this gave the opportunity to further disseminate information via social media channels.

As a result of our press release strategy, we helped achieve the following results:

- The recall news stories received large readership and were picked up by newswire services such as Reuters, Bloomberg, Dow Jones. 

- News coverage included video media outlets such as Bloomberg TV and CNBC, radio stations including NPR and ABC radio. 

- There were over 800 blog posts about Integra LifeSciences on the day after the news broke (June 2). This was a clear indication that blog readership had increased substantially due to our press release strategy. 

- The stock price of the Integra LifeSciences Corporation rose from $17.52 on June 1, 2010 to a final closing high of $19.99 on June 7, 2010, a 21% increase in a matter of days. 

- The news story was picked up by the social media and blogosphere causing awareness to expand exponentially as thousands of people (the media) subsequently shared and distributed the news story via their personal social media accounts. 

- This case study shows that successful PR campaigns require precise planning and execution, as well as a thorough understanding of what should be communicated. 

BusinessWire Article: http://www.businesswire.com/news/home/20100419005964/en/INLIFE-Sciences-Corporation-Recalls-Breast%20Implants#.Uztk7RZlhBc

Example 6 - Grifols, S.A.

"Grifols announces the transfer of two plasma proteins for hemophilia to Baxter Healthcare Corporation" 

In this case, the company is able to show how their efforts have proven effective in a real-world scenario. The transfer was announced on October 21, 2009 in conjunction with PR Newswire and US Newswire. The response was immediate and resulted in over 30 industry articles within 2 days of the press release being issued. Thereafter, all major media outlets covered the story and even some not so major ones did as well. To top it off, this gave the opportunity to further disseminate information via social media channels.

As a result of our press release strategy, we helped achieve the following results:

- The news stories received large readership and were picked up by newswire services such as Dow Jones, Bloomberg, Reuters. 

- News coverage included video media outlets such as Bloomberg TV and CNBC, radio stations including NPR and ABC radio. 

- There were over 100 blog posts about Grifols on the day after the news broke (October 22). This was a clear indication that blog readership had increased substantially due to our press release strategy. 

- The stock price of Grifols rose from $48.87 on October 21, 2009 to a final closing high of $53.13 on October 22, 2009, a 9% increase in a matter of days. 

- The news story was picked up by the social media and blogosphere causing awareness to expand exponentially as thousands of people (the media) subsequently shared and distributed the news story via their personal social media accounts.

Conclusion

It is important to note how the company communicated the news to the press and public.

<nowiki>*</nowiki>Grifols will continue to manufacture and supply drugs for hemophilia patients. Grifols will pay Baxter a one-time sum of $1 million USD and will retain a permanent license so it can continue to manufacture the products in Spain and possibly other countries going forward. 

- After this transfer, Grifols will now offer both plasma-derived and recombinant drugs for hemophilia in approximately 120 countries worldwide.