Many people look to their social media newsfeeds as a source for current events, useful lifestyle tips, or amusement, but the thousands of daily visitors to PRNewswire.com might also agree that perusing the latest press releases is another great way to find interesting and entertaining news. PR pros are naturally creative people and more of them are seeing the value of press releases as stories themselves. Instead of snooze-worthy, dry language, press release writers are utilizing their creative juices to write interesting, informative, and sometimes flat out hysterical stories.
One such story I came across is from a press release by Harley Davidson titled, “Survey Of U.S. Dads Reveals: 32 Percent Forgotten On Father’s Day; 53 Percent Would Return Gifts; And One Even Received A Santa Necktie.” From top to bottom, I came across a handful of new school tactics in this text-only release which immediately convinced me to highlight this piece as the subject of “Content We Love.”
- A striking headline with interesting stats and a humorous story angle is inviting to read.
- A timely, seasonal news hook that ties into Father’s Day is a clever way for Harley Davidson to join the conversation. While flowers, balloons, and jewelry are typical choices for making mom happy on Mother’s Day, gift options for dad are far less obvious.
- Bullet points and bold text break down survey results and highlight key information in an easy-to-read format. Depending on the outlet, these can also serve as different story angles the writer might want to take.
- Writing that is enjoyable to read. I sat at my desk audibly laughing at the survey responses asking dads about their worst Father’s Day gift experiences. One of my favorites: “a painted rock.” The point is, even though press releases are company generated news and a representation of your brand, they shouldn’t be boring! Every piece of content your company produces should intend to engage your audience and show them that you are the solution to their problem. Data, images, and humor are all ways to accomplish this.
- Information that is helpful to the audience. This press release caters to the sons and daughters in search of great gift ideas for their dads, as well as the dads who are hoping to upgrade from a disappointment. Harley Davidson puts the focus of the conversation around satisfying the needs of their audience instead of their own brands and products.
Even though I loved the story angle and writing of this release, an accompanying infographic of the survey results or photo of a major gift fail could have elevated it even further for social sharing and media pick up. Target sites like Motorcycle-USA.com and Motorcycle.com covered this story and used Harley Davidson’s logo to add a visually stimulating element to the piece. Regardless of this missing component, Harley Davidson did a great job writing this release and making Father’s Day a happy occasion again!