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Instant Replay PR: Get Multiple Uses Out of One Release
by Barbara Rozgonyi, founder of CoryWest Media
To request permission to reproduce or republish this article, contact connect AT corywestmedia DOT com.
Why write one release when you can take the same story and re-release it over and over again?
Here’s how to take a standard evergreen release and repackage it multiple times for major impact. Using a basic PR pattern allows you to reinvent your news and keep it fresh.
Tell an Evergreen Story
Once you write out who, what, when, where, why for each audience, go back and highlight the most important feature for them. Look for timeless stories that can be easily tied into today’s news. Use this chart to get started.
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Audience |
Who |
What |
When |
Where |
Why |
Benefits |
Channel |
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Journalists |
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Prospects |
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Clients |
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Search Engines |
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Bloggers |
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Choose Categories
How do you categorize your message? Knowing where to put your news helps you be in the right place every time. It’s okay to be in more than one category, but probably not in the same release or article. Set up interchangeable components to personalize your message for each category.
Track Results
After testing out your system, you’ll be able to see which audience in which categories works best. Stick with these and keep going.
About the author . . .
An in-demand publicist, professional speaker and marketing communications consultant since 1990, Barbara Rozgonyi is grounded, edgy and prophetic. “Panoramic PR,” Barbara’s latest project, compresses everything she knows into an affordable, manageable course that teaches small business owners, entrepreneurs, authors, experts, coaches and anyone else who wants more free publicity how to get completely covered by being fully exposed. Claim a free report and get automatic articles like this one at http://www.powerprsecrets.com.
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All site content copyright Barbara Rozgonyi, CoryWest Media 2005-2007
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