Press releases are a means of relaying information to the public. It’s considered an official statement. When an organisation or a government body wants to relay information to the public, it usually makes an official statement. Formal language and straightforwardness is to be expected when a statement is given. This is what they call a press release.
While the government tends to rely on news media to deliver their statements, companies usually have a dedicated team or hire an agency to issue statements on their behalf.
But, sometimes these press releases generate buzz and gain widespread attention for the right or wrong reasons. Both the company and PR agencies need to be cautious when their sentences are worded out.
That leads to a question from the beginning. What is the reason they start trending?
Need a press release agency ? Reach out to Smitten PR via Website for any enquiries
As mentioned, trending is a two-way street. Users either enjoy the statement or you’re getting cancelled out. In this article, we’ll lay out the possible reasons.
1. Major Announcement
The most obvious reason why a release gains such high visibility, especially for official statements. A major announcement will generate a lot of engagement online as it usually indicates a shift within the company. Things like merger, product release, financial decisions, and so on.
2. Trend Topics/Newsjacking
Another reason for a high-impact would be releasing content based on current trending topics. Otherwise known as newsjacking. Currently, AI has been a hot topic this year, so a press release relating to relevant topics tends to generate a lot of engagement. It also helps if the statement relates to one of the AI tech giants like Nvidia, Oracle, and OpenAI.
3. Timing
This can count as a continuation of the last point, but timing is everything when it comes to getting public traction. Based on a study, Fridays are a no zone for press releases as people are more interested in winding down and looking for the weekends. Mondays can be situational, it all depends on the content of the press release as people are always busy on the first day of the week. The goldilocks zone is in the middle of the weekday, as the workplace routine has gone back to its steady pace.
4. Controversies
Controversies are a surefire way to get your press release talking. And usually, it’s for the wrong reasons. These types of press releases trigger the reader’s emotions to the point where it may clash with those with different opinions. This in turn will cause a chain reaction and generate engagement against one another.
5. Visual Media Content
In the age where short form videos and visual images dominate social media, a wall of text won’t entice the younger generation to pay attention to any press releases. This is probably the easiest way to gain public attention but requires a more creative method of storytelling. Apple’s press releases are famous for this. They use stark, high-quality product photography that media outlets can copy-paste directly into their articles, making the journalist’s job effortless.
The most widely shared releases typically include an image containing either infographics or internet culture (memes). Many companies opt to include this option alongside the usual blog/newsletter press release as these options can expand the engagement due to social media’s ease of sharing.
Conclusion
Press releases are an important way for both governments and companies to release official statements. However, they should be written with care, as their message can either lead to a positive outcome or result in public outcry.
Having a PR agency can be beneficial since they are professionals in dealing with the press and media. If you’re looking for a PR agency, Smitten PR is here to help.
Operating from Singapore, Smitten PR focuses on the expansion of lifestyle, beauty, and consumer brands. The agency achieves this through genuine storytelling, tactical influencer collaborations, and bespoke social media PR strategies
Get in touch with Smitten PR to build confidence in your press release today!
