Content We Love: A Press Release That Scores a Winning Touchdown

ContentWeLoveWith the Big Game looming on the horizon, millions of fans around the country are gearing up for a weekend of chants, cheers, and – apparently – chicken wings. The National Chicken Council capitalized on a golden opportunity to announce the findings of their annual Wing Report by issuing a press release. Not only is this release a pristine example of fantastic timing – it also incorporates a number of other strategic PR tactics that makes this announcement a noteworthy piece of content.

A tweet-able, eye-catching headline

In just 58 characters, the National Chicken Council grabs the reader’s attention by including an interesting stat in the headline. Numerical data communicates credibility to audiences, and the headline’s attention-grabbing and to-the-point message makes it ideal for sharing on social channels. The stat garnered press coverage from several high-profile outlets including Bloomberg, the Huffington Post, and the Los Angeles Times, and was tweeted by prominent social influencers.

Los Angeles Times Chicken Wings

Juicy, bite-sized bullet points

Not only did the National Chicken Council highlight figures about the season’s

The announcement reaches a broad fan base on the Fox Sports website

The announcement reaches a broad fan base on the Fox Sports website

last-standing finalists, but expanded the list to include all eight teams that made it to the playoffs divisional round. It’s a cunning tactic for appealing to a broad range of passionate fans and stealing attention from readers who might be quickly scanning the page.

Anchor text with a call to action

Finally, the release wisely embeds links from relevant natural phrases that motivates readers to take an additional action. The National Chicken Council benefits from qualified traffic leading back to their site when their content is posted on other web pages.

Coverage on the Huffington Post links back to the National Chicken Council's website

Coverage on the Huffington Post links back to the National Chicken Council’s website

Kudos to the National Chicken Council on delivering  content that is both newsworthy and PR-savvy.

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