Press releases (PR) are essential communication levers for businesses and marketers. They allow you to communicate to the press an important announcement such as the release of a new product or an upcoming event.
Usually characterized by a simple document sent by e-mail, they too often drown in the many messages received by journalists. Indeed, this format is no longer sufficient to ensure the visibility of its news or capture the attention of its targets.
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For this reason, Cision is counting on the digitization of press releases and on Wire, its distribution offer allowing to transmit the news to the media in a fast, simple and innovative way.
Long confined to PR, the Press Release is going digital and is equipped with a range of powerful features for marketing professionals. Mélanie Debeauvois-Noêl, Product Marketing Manager at @CisionFrance reviews the characteristics of this tool! #ad pic.twitter.com/IIRoN3ujB8
– Century Digital (@Siecledigital) January 11, 2022
A more interactive and engaging digital press release
Faced with changes in traditional communication, the press release must in turn evolve. Now, journalists and consumers alike are looking for engaging content that can make an impact on their minds. Cision’s solution responds to this challenge. The company offers marketers, bloggers and influencers the ability to send smarter press releases. They feature an HTML 5 web page whose content is optimized for SEO and is more dynamic than a simple email attachment.
These innovative documents can contain photos, videos or any other content that will capture the attention of its audience. Each element added is natively downloadable and reusable by the media, journalists and consumers, allowing it to be simply shared on social networks or in articles. To track the impact of their campaign, marketers can include trackable links, forms and call-to-actions.
” Video, product, white paper, interview, computer graphics… All these contents can be integrated into the digital press release to support the company’s news, such as the presence at a trade show, the announcement of a new muse or even new partnerships », Explains in a recent interview conducted by Siècle Digital Mélanie Debeauvois-Noël, Product Marketing Manager at Cision France.
It should be said that multimedia and design solution meets the needs of marketers whose large amount of content produced is not always seen, read or easily accessible. Digital press releases will respond to these issues by supporting them in their content strategy and making their news more visible on the web and in the media.
Wire, a way to distribute your press releases in more than 170 countries
” The digital press release also meets the needs of marketing professionals who are not always comfortable with media codes and do not know how to communicate their news to journalists. This is why streaming is supported by Cision through Wire streaming. », Explains Mélanie Debeauvois-Noël.
Cision internalizes the creation of digital press releases, which are developed by a team of experts. Only 48 hours is enough for him to create and distribute the postings of companies thanks to his experience in multiple sectors and markets and to his distribution offer by Wire.
This distribution channel enables content to be distributed to more than 8,000 media partners of Cision, and in more than 170 countries. ” When you distribute a press release through the Wire, it is this whole network of media partners that Cision has put in place for more than 65 years that you activate », Explains Mélanie Debeauvois-Noël.
To ensure the relevance of the press release sent, the company offers to verify the content and translate it into more than 40 different languages in order to reach an international audience. With the Wire, a company therefore makes sure to extend its communication strategy and strengthen its reputation, because Cision is associated with major international press agencies such as AFP and the Press Association.
This solution ensures a resumption of press releases, for example in France on L’Opinion and Challenges, in China on Xinhua Net and in the United States on Yahoo! and Insider. One way to easily reach journalists abroad, whether or not you have knowledge of the local media landscape. To increase the visibility of a press release, Cision relies on multichannel distribution, via social networks, but also posters. Through a partnership with Branded Cities, companies can even go so far as to post a photo or video on in Time Square, New York.
Cision’s offer thus offers companies the possibility of transforming the way they transmit information by improving the performance of their press releases.