Podcast Summary: "Mastering Press Releases: Transformative Strategies for Success with Mickie Kennedy"

Podcast Information:

• Title: SEO Podcast The Unknown Secrets of Internet Marketing
• Host: Matthew Bertram, bestseopodcast.com
• Episode Title: Mastering Press Releases: Transformative Strategies for Success with Mickie Kennedy
• Release Date: November 24, 2024

Introduction

In this episode of SEO Podcast The Unknown Secrets of Internet Marketing, host Matthew Bertram delves deep into the strategic use of press releases within broader content, PR, and marketing frameworks. Joining him is Mickie Kennedy, the founder of E Releases, an expert in crafting and distributing effective press releases. The conversation centers on transforming press releases from mere announcements into powerful tools that enhance SEO, build authority, and drive significant business growth.

Guest Background

[02:36] Mickie Kennedy:
Mickie shares his journey from a creative writing graduate to a PR specialist. With over 27 years of experience, he transitioned from aspiring poet to handling press releases for a telecom startup. His breakthrough came when he learned to infuse storytelling into data-driven press releases, leading to high-profile media pickups and establishing his expertise in the field.

The Importance of Press Releases

[01:26] Matthew Bertram:
Bertram emphasizes the necessity of issuing at least 13 press releases annually, arguing that many businesses fall short of this benchmark. He invites Mickie to explain the strategic value of regular press releases and their role in an effective marketing strategy.

[10:10] Mickie Kennedy:
Echoing Bertram's sentiments, Mickie highlights the shift from email-based press releases to using major newswires like PR Newswire for broader and more targeted distribution. He underscores the importance of reaching journalists efficiently to maximize media coverage.

Evolution of Press Releases

[01:24] Matthew Bertram:
Bertram introduces the topic by discussing the traditional use of press releases and their transformation in the digital age. He points out the limitations of self-centered press releases and the need for a narrative that appeals to journalists.

[08:26] Mickie Kennedy:
Mickie recounts his early challenges with press releases that merely presented data, leading to poor media engagement. His realization that journalists seek a compelling story arc transformed his approach, resulting in increased media pickups and business success.

Effective Press Release Strategies

1. Storytelling and Data Integration

[02:36] Mickie Kennedy:
Mickie emphasizes incorporating storytelling elements into press releases. By transforming raw data into engaging narratives, such as highlighting a unique traffic pattern in telecom data, he achieved significant media coverage from prestigious outlets like the Financial Times and Wall Street Journal.

2. Use Case Studies and Public Data

[10:10] Mickie Kennedy:
He advises integrating use case studies and publicly available data to illustrate the relevance and impact of the product or service. This approach not only makes the press release more newsworthy but also provides journalists with concrete information to build their stories.

3. Leveraging Newswires Effectively

[12:48] Mickie Kennedy:
Mickie discusses the transition from email to newswires like PR Newswire, which offer tailored distribution based on journalists' specific beats. This ensures that press releases reach the most relevant media contacts, enhancing the likelihood of coverage.

Case Studies and Examples

1. Dining Bond Initiative

[15:32] Mickie Kennedy:
Mickie shares a case study of the Dining Bond Initiative, a campaign supporting restaurants during the pandemic. By distributing a well-crafted press release through a newswire, the initiative garnered over 100 media pickups, including major outlets like CNN and Forbes, and generated over $10 million in revenue.

2. Survey-Based Press Releases

[29:01] Mickie Kennedy:
He elaborates on using industry surveys as a dependable press release strategy. By conducting and publishing surveys, businesses can position themselves as industry experts, leading to consistent media coverage and increased brand authority.

Common Mistakes in Press Releases

1. Self-Centered Announcements

[15:32] Mickie Kennedy:
Mickie criticizes press releases that focus solely on product features or internal changes without a compelling narrative. Such releases often fail to capture media interest and result in minimal engagement.

2. Poor Targeting and Distribution

[08:26] Mickie Kennedy:
He warns against the ineffective use of media databases, where irrelevant press releases reach the wrong audience. Proper targeting through reputable newswires ensures that press releases are seen by journalists interested in the specific industry.

Utilizing Surveys in Press Releases

[15:32] Mickie Kennedy:
Mickie highlights surveys as a powerful tool for generating newsworthy press releases. By conducting timely and relevant surveys, businesses can uncover unique insights that resonate with both journalists and their audiences. This strategy not only enhances the press release's appeal but also establishes the business as a thought leader.

Key Steps:

• Audit the company to identify meaningful stories.
• Develop a survey with relevant, timely questions.
• Distribute the survey through independent trade associations.
• Focus the press release on the most impactful survey findings.
• Provide in-depth analysis and quotes to enrich the narrative.

SEO Benefits of Press Releases

[29:01] Matthew Bertram:
Bertram connects the dots between press releases and SEO, explaining that earned media from press releases results in high-quality backlinks. These backlinks enhance the website's authority and search engine rankings, driving organic traffic and boosting the business's online presence.

[31:32] Mickie Kennedy:
Mickie reinforces this by stating that genuine earned links from reputable media outlets carry full link equity, unlike paid or low-quality link building tactics. This underscores the importance of crafting press releases that journalists find valuable and worth linking to.

The Role of Authenticity and Storytelling

[15:32] Mickie Kennedy:
Mickie advocates for authenticity in press releases. Sharing genuine stories, including challenges and setbacks, humanizes the business and fosters empathy. Authentic narratives are more likely to resonate with journalists and audiences alike, leading to increased media coverage and engagement.

[34:27] Mickie Kennedy:
He shares an example where a client's honest and vulnerable story about overcoming logistical challenges during a sale led to a two-page feature in Inc. Magazine. This illustrates how authentic storytelling can transform a mundane press release into a compelling media story.

Mickie's Advice and Unknown Secrets

[31:32] Mickie Kennedy:
Mickie reveals the biggest unknown secret of digital marketing with press releases: small businesses and unique initiatives often garner more media attention than large corporations. Journalists are keen to spotlight novel tools and resources that add value to their readers, regardless of the business's size.

Key Takeaways:

• Don't Undersell Your Business: Even if you're a small or solo operation, your unique stories and initiatives are valuable to the media.
• Be Authentic and Vulnerable: Genuine stories that highlight challenges and successes resonate more with journalists.
• Leverage Unique Initiatives: Unique and novel business activities are more likely to attract media attention and audience shares.

Conclusion

In this insightful episode, Mickie Kennedy provides a comprehensive guide to mastering press releases as a strategic tool for SEO, brand building, and business growth. By emphasizing storytelling, authentic narratives, targeted distribution, and the strategic use of surveys, Mickie demonstrates how press releases can transcend traditional announcements to become powerful components of a successful digital marketing strategy. Businesses, regardless of size, are encouraged to harness these strategies to achieve meaningful media coverage and enhance their online presence.

Notable Quotes

• Mickie Kennedy [02:36]:
  "Even in the smallest little article a journalist can still sort of follow that model. And what we were producing, just data, wasn't going to do the job."

• Matthew Bertram [08:26]:
  "Press releases have changed a lot now. It's not just about publishing it out there; it's about how people use it afterward."

• Mickie Kennedy [15:32]:
  "Being authentic is the most important thing. You don't have to disguise yourself, and sometimes sharing the little stumbles along the way works really well."

• Mickie Kennedy [31:32]:
  "The biggest secret is a lot of people feel like they're too small to matter with the media. But journalists love to spotlight something unique and novel in an industry."

Resources Mentioned

• E Releases Website: ereleases.com
• Free Masterclass: Available at ereleases.com
  • Covers types of press releases that get picked up.
  • Teaches patterns of successful press releases.
• Survey Tools:
  • SurveyMonkey
• Newswires:
  • PR Newswire (Owned by Cision)
  • Business Wire

Contact Information

For more insights or to utilize Mickie Kennedy's expertise in press releases, visit ereleases.com. The platform offers a free masterclass and various tools to help businesses craft and distribute effective press releases without the high costs typically associated with major newswires.

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