You’ve heard it before—when making a first impression, it’s important to put your best foot forward. And when it comes to online web design, your digital footprint is just as important.
Even with a professional website and high-quality content, your reputation can still be at risk if the wrong customer leaves negative feedback or if damaging conversations target your brand integrity.
In these instances, a brand reputation management company can write and release a press release to help repair your image and change the conversation surrounding your brand.
In damage control, it’s best to get ahead of the conversation by flooding the media with positive content surrounding your brand. A reputation management firm can help strategically craft your message to improve your brand image and control your online reputation.
5 Tips for Writing Compelling Press Releases
1. Use a Straightforward Writing Style
- Be Direct—Keep it brief. You will develop a better connection with the reader if you get to the point and support your main idea with relevant details. Keep your release between 300 and 500 words to avoid losing your reader in the details. Every sentence should be purposeful and boost your claim. A reputation management service can help you write a concise and organized statement that meets this criteria.
- Begin With a Compelling Headline—Draw the reader in with a headline that interests them. A good reputation management company will avoid using long-winded headlines and instead focus on something concise that includes a verb related to how you’re changing or growing. Whether addressing an initiative or a product, focus on challenging your audience’s expectations and staying ahead of the conversation.
- Appeal to the Masses—A strong reputation management firm will distribute your release through various channels and media outlets to reach a large audience and ensure people hear your message. This strategy encourages transparency and creates a dialogue between the company, consumers, and employees, which helps repair a faulty reputation.
2. Make it Personal
- Feature a Personal Touch—Just because press releases are supposed to be concise doesn’t mean they have to be boring. Keep the consumer interested by sharing a relevant quote or story. This helps readers imagine themselves in the scenario and see things from your point of view. Consider including personal narratives from real customers or photographs from recent events that cast your company in a better light. This strategy helps build trust with the consumer again.
- Bring in Industry Experience—Your press release should be honest and credible. Consider using outside sources to support the main objective of your release. If you’re in damage control trying to reestablish yourself as an authority in your industry, consider getting an authority in your field to give a positive statement regarding your organization. Or have a trusted employee speak to your product’s features and the production process. Transparency is key to regaining trust.
- Emphasize Commitment to Company Values—Reaffirm with consumers that you are the same company whose values and ethics they once supported. For example, highlight past achievements and future areas of focus in areas such as sustainability or community engagement. Earn back the trust of consumers or stakeholders who may be disappointed by recent company decisions.
3. Keep it Timely
- Issue a Strategic Response—Stay ahead of the rumors by responsibly publishing your press release as soon as possible. However, don’t rush to put something out before it’s ready. A reputation management company will proofread, polish, and ensure your document is ready for publication.
4. Make it Strategic
- Correct Misinformation—In the internet age, misinformation spreads rapidly across social media platforms and news media outlets. These rumors can damage your reputation. Press releases are a credible way to get the truth into the hands of potential customers, as the information is coming straight from the source. Set the record straight by counteracting false narratives, addressing rumors, and regaining control of the narrative during a controversy.
- Optimize Your Content—Search Engine Optimization (SEO) should influence your press release approach. A credible reputation management company will strategically craft your release’s layout, headings, and hyperlinks, linking to your company website, products or services, and other pages.
They will also include a few frequently searched keywords related to your organization so that you will show up in search results. Include relevant photos and infographics to create more visibility for your press release. Using these can help optimize your content and create more visibility for your brand when people search for you. They can also make your release more “shareable” on social media. This positive content will help suppress negative content circulating online.
5. Look to the Future
- Highlight Positive Changes—While the purpose of the press release might be to address negative issues plaguing your company and its reputation, use this opportunity to also highlight positive achievements in your company. Shift the focus away from negative publicity and share information about the launch of a new product, the promotion of new leadership, or the expansion into new markets. Shifting the attention from negative to positive helps rebuild the public’s confidence in your company and your abilities.
- Develop Strategies for Continued Growth—Track the public’s response to your press release strategy. A reputation management company can help monitor the impact of your communication efforts and review analytics for insights on what’s working and what’s not. This data can inform future growth strategies and help your company navigate the path to rebuilding its reputation.
Managing your reputation is a critical part of building success as a business. When negative situations arise, writing and releasing press releases can be an important part of your recovery strategy. A reputation management service will help keep your writing clear and your message accessible so you can appeal to employees, customers, and stakeholders. Keeping your message personal, straightforward, and professional is the first step in polishing up a tarnished reputation.
Video
Infographic
First impressions matter—especially in online web design, where your digital footprint is key. To effectively manage your brand’s image, flood the media with positive content. Learn five tips on writing compelling press releases in this infographic.
