Effective press releases differ considerably from most of the long-form copy you come across these days.
They serve to provide journalists, bloggers, and thought leaders with the facts so they can write engaging content for their audiences. As such, they should be objective, factual, concise, and quotable. But a press release on its own isn’t very impactful.
Press releases are just one part of the public relations puzzle. They must be accompanied by email campaigns, social media posts, media outreach, and other PR tactics in order to create sustained marketing buzz (rather than just a flash in the pan).
Press Release & Content Marketing Campaign
for the Himalayan Cataract Project
In the fall of 2022, I worked with the Himalayan Cataract Project to create a content campaign around the announcement of their new CEO.
This included:
- A press release that was later picked up by leading industry publications (such as Vision Monday and eyewire) as well as Vermont business channels
- A blog post
- Email blasts
- Social media posts for LinkedIn, Facebook & Twitter
- Social sharing guidelines for HCP’s staff
Press Release & Media Event
for Fetzer Vineyards
Back in my PR days, the boutique agency I worked with brought on Fetzer Vineyards as a client.
Though they were known for its affordable, food-friendly wines, Fetzer was eager to reposition itself as a forward-thinking sustainable wine brand. I was charged with the task of crafting an impressive media event to generate buzz about Fetzer’s new label and regenerative practices.
I worked closely with the client to create an agenda that included wine tastings, a tour of the zero waste production facility, a walk through the regenerative vineyards, lunch, and last but not least, a performance by Peruvian-born artist Adrian Arias. Leading wine writers and influencers attended, resulting in a number of articles about Fetzer’s sustainability initiatives.
In addition to planning the event and coordinating logistics, we developed supporting marketing materials including:
- Targeted social media posts
- Press releases
- Wine tasting guides
- Gift bags
- Infographics (printed on compostable paper studded with wildflower seeds)
