Should You Be Releasing Statements Via Social Media?
If you send a press release or media statement, you want it to be read. You also want reporters to cover your issue. But this can’t happen if they don’t see the release. One new trend we’re seeing is leaders and organizations releasing more statements via social media. Here’s why that should matter to you.
Media relations is evolving. One shift we’re seeing is brands and celebrities increasingly issuing statements and press releases via social media. In some cases, members of the media pick up statements from leaders’ social media accounts, and write based on what they’ve seen on those accounts. Alternatively, they may send a direct message asking a leader to elaborate on what they’ve posted or otherwise said publicly.
The bottom line is that in today’s digital world, social media is a crucial tool for engaging an audience and increasing visibility.
What does this mean for you?
First, distributing press releases via traditional media outlets still works, and in some cases is appropriate. If you are releasing a statement on a new report, litigation or an industry development, you want to ensure reporters receive your release in their inbox. For other items, or for high profile leaders, you might consider sharing your statement via email and posting it on one or more of your social media accounts.
Things to keep in mind
When you issue a statement or press release, you may assume journalists actually receive and read your release. However, if a reporter doesn’t see your release, or your release doesn’t immediately capture their attention, they wont use it.
Even when your release has been received, journalists decide whether to publish the information in the release and which parts to include. Furthermore, most news organizations are typically objective, so personal appeals, calls to action, or narrative-driven statements are unlikely to be shared the way you wrote them.
The upside of social media is that releases aren’t filtered by a third party. You are the publisher. You have control over your story.
Who is your audience?
When considering how to distribute your release, ask yourself who you want to see the release. Do you want to get it in the hands of journalists? If so, distribute it via email or via platforms such as Cision or Meltwater. If you want to communicate directly with your base or audience, share the statement via social media.
By the way, there is no reason why you can’t post a release on your website, and then create a social media post to direct people back to your website. You can do both.
Which platform will you use?
No two social media platforms are alike. Therefore, you’ll want to think carefully about which platform to share your message. You should choose one based on your goals, audience demographics and platform algorithms.
Format matters
A press release or statement shared via social media should be engaging, shareable and brief. Most social media users aren’t inclined to read many paragraphs or swipe through multiple slides. They will scroll to the next thing. They want you to get to the point—quickly. Short sentences or bullet points are more helpful and attention-grabbing.
Brevity matters
While you want to be perceived as an authority in your statement, skip industry jargon to improve readability.
While many of us are verbose, remember that social media users are more likely to engage with a multimedia post with a brief video, an image or an illustration. If you have a lot to say, you could always prepare a long statement, post it on your website, and pull a snippet for social media. This will help you avoid an overload of text on one post.
As with traditional press releases, the audience wants to know why what you’re posting matters to them. Select headlines that draw the reader in, without being clickbait. If the headline doesn’t match the content, you will lose the audience’s trust.
Maintain engagement
Posting a press release or statement is only half of the work. It’s important to promptly respond to comments and questions, and actively engage in discussions to maintain audience interest. Of course you want to ensure your message is being received. You can do this by checking real-time analytics.
Above all, remember that one well-crafted message can drive engagement and meaningful conversations. But one ill-crafted statement can lead to unintentional effects. After all, your internet footprint lasts forever. For assistance thinking through the best strategy for you, contact Spotlight PR for a consultation.
Coshandra Dillard is a freelance writer with Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.