The next time you write a press release, don't write just one. Considering writing several, each one with a different twist or variation on the same theme.
A press release can be revised to fit multiple niche media outlets. With all of the websites, blogs and social media pages available today, your message can be targeted to the perspective or point of view of those sites.
For example, if your press release is about a product, who are the potential consumers? Women, young adults, men over 50? If it's an issue, what are the target groups you want to hear that message? Conservatives, liberals, educators, religious leaders?
As you answer those questions you're able to edit and refine the press release to address the main concerns or questions these different target groups might have. Modifications of a press release might include:
This approach is not all that typical. Most organizations don't take the time to rewrite press releases. But, the opportunity may occur from time to time. Seizing that opportunity could pay huge dividends down the road.