Writing a successful press release document is never an easy task. There is so much responsibility on your shoulders and way too many questions in your head. This might be overwhelming, especially when it comes to the cryptocurrency industry, which is considered one of the most complex, intricate digital fields.
For this very reason, it’s quite essential to know where to start and which goals to set. Based on many successful and active online campaigns, we wanted to create a bulletproof list of rules to follow. Use these steps to produce a clear plan and get ready for anything that may follow after the release. Let’s take a look!
1. Define Your Goals
When you’re defining your goals, you’re also defining many other key areas of your project. You’ll have to decide on the budget, schedule, target audience, and many other things. Naturally, you have to do the same thing for your corporate communications and press release preparation.
For example, if the goal of your press release is to achieve an extremely high percentage of an increase in new investments, this goal will set rules for many other areas. You’ll probably need a big budget, precise targeting, and a hectic schedule to accomplish this goal. Another example is simply raising brand awareness about crypto. In this case, your press release would have a completely different goal and, therefore, a different function.
One thing that’s a must when setting goals is to use numbers. Even if it’s tough to quantify your goals, you have to set at least some approximate KPI numbers. Otherwise, it’s hard to keep track of whether or not you’re making progress. Determine whether you want to track the number of people who read your PR or you want to keep track of actual conversions.
2. Analyze the Big Picture
There is a tremendous amount of responsibility when you’re publishing a press release. Your news will not only be read by the public, and it will be interpreted and transmitted by other news outlets.
It’s essential to understand the whole chain of events that might occur before you publish your press release. Services like GetGoodGrade can help you do that accurately. You need a clear, direct report on what you can expect before and after you publish your press release. Here are some aspects to include:
- the current cryptocurrency environment
- latest news, context, and background info
- the success of previous press releases
- goals and functions of the press release
- expected outcomes
This might bring more stress into your team, but it could be used as a positive influence to accomplish your task with the maximum effort and the best quality.
3. Know Your Audience
There are so many news outlets and social networks in our modern world, which means you already know your message will be viewed and heard by a large audience. You also need to be prepared that your release will be shared and cited by other media outlets, so you need to communicate to an audience that’s possibly bigger than your current one.
The important part is to remember who the most important part of this auditorium is. Who do you want to inform? Who needs to take action after hearing your press release?
One great but old example of how to remember this rule is the famous story of how Lamborghini doesn’t advertise on TV because ordinary people can’t afford their car. Yes, even the richest people do watch TV from time to time, but the company would have to invest millions in order to reach them.
We don’t have to emphasize how inefficient this form of advertising would be and how many of those views would be wasted. What this example perfectly illustrates is that choosing irrelevant channels will always be more costly than a proper campaign.
This rule of knowing your audience brings us to the next rule.
4. Know Your Channels
Once you know who represents your target audience, it will be easier to learn more about them. You’ll know which channels to use for your press release. Like we have previously said, your release might end up in external media, so you need to expect who’s reading those sources in advance.
For example, when it comes to the gaming industry, their most popular channel for promotion is YouTube. They send their message via trailers and influencers. The fashion industry is using Instagram. B2B software solutions often use LinkedIn.
The cryptocurrency industry is often using forums for spreading news and knowledge. Of course, you will not use this as your direct channel but as a tool to spread your word. On popular social sites such as Reddit, you’ll find dedicated forums and different interest groups.
Another great way to expand your campaign reach is by using dedicated cryptocurrency PR agencies. This will initiate a chain reaction from their readers, who are always mining online to find the best information.
You can use the most major social networks as well, but usually, these are not so great if you want to narrow down your target audience. Some crypto companies heavily use social media, especially paid ads, but you need to decide in advance whether that approach fits into your grand strategy for marketing.
5. Understand the Importance of Information
We could easily compare the state of the cryptocurrency industry today with the gold rush period in California, back in the day. The information has the highest value, the same it did so long time ago.
The person who knows where and how much to invest has a huge advantage over other “competitors.” For this very reason, it’s essential to understand the importance of your role. You are sharing valuable, insightful information that will influence someone’s financial decisions. This is also a signal that you should be extra careful with what you choose to share.
This might help you a lot when negotiating with news outlets and dedicated PR agencies, not to sell yourself short.
7. Long Run vs. Short Run
When it comes to press releases, usually the first thing that’s in our head is the short-run period. Some press release pops up, everyone finds out new information, and they live happily ever after. Of course, the short-term reaction to a press release is the most powerful one. You will likely be seeing reactions on social media and news outlets.
One thing that might be overlooked is the long run. This period of preparation might play the biggest role in your final success. You must work day and night on expanding your network. By network, we mean partners you work with and readers/viewers you want to influence.
If you gain a substantial number of followers, it will be a lot easier to initiate that chain of events we mentioned earlier.
The greatest companies that follow this rule have turned the table around. Their users wait on them, thirsty for the new content and product or service release. Users spread the word and do the campaign and press release instead of the company. This is how you can leverage the ‘long run’ approach when you’re crafting a cryptocurrency press release.
8. Keep It Simple
When it comes to writing your press release, it’s important to keep two things in mind:
- The attention span of your readers
- Translate your thoughts so the reader could understand the message
These two factors listed above are highly connected. The attention span of the modern user is really short. Your release will represent 1% of the content they consume that day. Translate your message to make it simple and easy to understand.
You can make sure that your content is easy to read by checking its ‘readability’ score. These tools calculate the length of your sentences, the use of complex phrases, and the overall clarity of your text. For a press release, it’s advised that the text is highly readable.
Your headline represents 80% of your work, the same as the famous Pareto principle. If there’s nothing worthy in your headline for the end-user, they will just click on something else.
9. Use E-mails
E-mails represent a great way of reaching a huge number of people while keeping your campaign costs low. When it comes to emails, your work will be dedicated to details.
The goal of your team will be to keep delivery and open rates as high as possible. The rest of the work will be done by your content.
E-mail subject along with personalization represents the most important ingredient to keep e-mail KPI’s high. Remember to place the simple and extremely valuable invitation in your subject and don’t use capitalization.
The whole message should be focused on the reader and the value he’s getting from it. If you keep this as your anchor when creating the content, you’re setting yourself for nothing less than success.
Crafting an efficient and impactful cryptocurrency press release is crucial for marketing success in this industry. Make sure you stay clear, direct, and always share valuable information. Crypto audiences are smart and savvy, and they will see right through anything that’s not clearly presented.
Author’s bio. Jessica Fender is a professional writer and educational blogger. Jessica enjoys sharing her ideas to do writing and learning fun.