Author : Molokini

In an increasingly competitive marketplace, the old adage that “all PR is good PR” no longer rings true. PR and marketing does not just exist to raise awareness of your brand, it’s about reputation and getting noticed for the right reasons. So how can you help ensure the press releases for your engineering company get the right exposure? Consider these quick PR fixes from Molokini.

1: Engage with your PR target audience

It’s all too easy to think about what you want to say and not what customers or media audiences are interested in hearing about.  Make sure your marketing and PR topics are relevant by taking a look outside of your own engineering business for inspiring, shareable information that can be tailored to fit your brand.

Quick Fix: Get involved in relevant discussions on social media for inspiration and new ideas while also building your engineering brand’s online visibility. Follow influential and relevant people and news sources to see what other engineering experts are talking about and what subjects generate the most engagement.  Maybe you can offer a new take on these topics in your next press release or blog post? For example, how do updates in standards and directives affect your customers?

2: Deliver a punchy press release

A properly crafted press release is what will get your engineering business in the news. Hundreds will land in an editor’s inbox every day, so yours has to pack a punch. The title is the most important part of your press release as this will be the subject line of your email and the first thing an editor will see.

Quick Fix: Make your press release title short and snappy. Most emails only show the first 75 characters of the subject line, so ideally your title should fit this space (remember those on smartphones will see even less!)  The title should tell the editor the most important points of the press release in the most attention-grabbing way possible, but don’t try and be too clever. While fun puns and abundant alliteration may be perfect for some publications, it may not be for others.  We find that statistics work well in PR for engineering firms

3: Go multimedia in your PR

So you’ve nailed your press release title and got the editor to read on.  With hectic schedules and tight deadlines, simply sending a well written story may not be enough to capture their interest. So how do you keep their attention? 

Quick Fix: Include high quality, hi-res, professional images that will look great in their publication as well as catching their eye on an email.  With many media having a strong online presence, consider including a link to some video that they can embed on their website.  Or why not create an infographic about your engineering PR story? Visual content will stand out both to an editor and on the page, plus it has great online ‘shareability’ to help further extend your engineering brand’s reach.

Getting editors, readers and potential customers interested is only the first step. Keeping them engaged is the key for generating the PR exposure that will help your business thrive. Take the time to apply these quick fixes to a regular stream of insightful press releases to enjoy boosting the profile of your engineering brand. 

However, once you’ve got the editors engaged, how do you make your press releases work for you on Google? Learn more about our SEO service.

 

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