By Anthony O’Brien, Jan 2021
Quality communication needs to be at the top of your business wish list for 2021.
January is always a good time to review what your business does well – and where it could improve. And chances are, your corporate communications strategy could benefit from a revamp.
According to a 2020 survey by small business lender (and Corpwrite client) OnDeck, 73% of business owners say “being a good communicator” is the leading attribute for business success; 14% say communication is the “most important” quality.
Yet many businesses fail to communicate effectively or give scant attention to a communications strategy.
In today’s disrupted environment, communication is especially important. Consider these findings[1]:
- 59% of businesses across the Asia Pacific use their communications campaigns to enhance brand influence. The remaining 41% focus on sales conversion and growth
- 70% of businesses say news websites are the preferred communications channel
- 85% of businesses prefer press releases rather than social media or announcements on corporate websites to share significant business developments or promote a new product/service.
That’s why Corpwrite aims for a carefully structured media strategy. It’s a way to share details of new initiatives or products, an amazing result, or an interesting survey finding with your customers, suppliers and the broader market.
Even better, a media release strategy helps your news go viral via social media, giving you much greater reach than in the past.
A structured approach pays off
Failing to have a formal communications strategy in place means missed opportunities. And just as your business undoubtedly seeks professional advice on something like tax matters, it pays to engage professional expertise on corporate communications.
At Corpwrite, we take a structured approach to external communications. It starts by liaising with each client to know what’s coming up on the company’s radar over the next 6-12 months, and drafting a roadmap of media releases that are relevant, newsworthy and supportive of the client’s brand.
We back this up with media contacts developed over many years, and an understanding of the sort of news that is relevant to various outlets. We follow up by maintaining metrics of media coverage so that our clients know what worked – and what worked even better, for use in planning future communications.
Three features of a strong media release
Strong media releases lie at the heart of a successful communications strategy. So, what makes a media release stand out? Here are some of the key issues the Corpwrite team address when developing press releases that actually get a run in the media.
- Is the customer at the centre of your release?
Businesses often see a media release as free promo opportunity. That’s a no-no. A good release delivers information relevant to your market, your brand – and above all, your customers.
Take a look at this Raine & Horne release (by Corpwrite) as a terrific example of useful information pitched straight to the homebuyer with zero hard sell.
Not convinced? A Gartner survey confirmed that customers want to know about benefits and outcomes – in other words, what’s in it for them. This also explains why authentic case studies can play such a powerful role in a media release.
- Is it newsworthy?
‘New’ is what makes ‘the news’, right? An effective media release offers fresh, unique and engaging insights. Bear in mind, media outlets are inundated by press releases daily. So, the news factor is critical.
Research findings can work really well, but if your budget doesn’t extend to independent surveys, why not dig deep into your business analytics? A major shift in your market base or customer behaviour can be newsworthy. We put that philosophy into practice with this media release: OnDeck records 70% growth in broker-generated loans.
- How’s your headline?
A catchy or clever headline will help your media release stand out while maximising search engine pick-up and encouraging social sharing.
Another favourite – again for OnDeck, is a Corpwrite-driven release: 95% of SME owners stay in work mode even on vacation. Why does it tick all the boxes? It has a powerful number (it’s hard to argue with 95%) and it elicits plenty of interest – especially among all those business owners (OnDeck’s target market) who relate to being unable to switch off even during holidays.
Of course, a variety of other factors play a role in the success of a media release. Timing for instance, always deserves attention.
But if you’re serious about taking your message to a broader market, talk to Corpwrite for professional expertise that will deliver results without burning a hole in your budget.