- Leveraging press releases is a strategic approach to engage with the media and positively influence investor perception.
- Creating newsworthy and clear press releases allows your business to effectively control your narrative, build trust, and maximise media coverage.
- A well-executed press release strategy is indispensable for maintaining a favourable public image and achieving long-term business success.
Press releases play a pivotal role in shaping a company's image and communicating its messages effectively, according to a new study. For ASX-listed companies, leveraging press releases can be a strategic move to engage with journalists and, by extension, influence public perception favourably, including investors.
Do you send press releases aside from your ASX announcements? Perhaps it's time you do.
It's important to distinguish between a press release and an ASX announcement. While both are pivotal for conveying company news, they serve different purposes and audiences.
Obviously, an ASX announcement is a formal communication mandated by the Australian Securities Exchange, intended to provide material data to investors and stakeholders. These announcements ensure compliance with regulatory requirements and maintain market integrity.
On the other hand, a press release is a broader communication tool aimed at engaging the media and the general public, investors included. Press releases are drafted to attract journalistic interest and generate media coverage, thereby shaping public and investor perception. They offer a narrative that goes beyond the dry disclosure of facts, aiming to build a positive image of your company.
Press releases serve as a primary source of information for the media. They provide structured, official statements from your company about newsworthy events such as product launches, financial results, mergers, or executive appointments. Delivering clear and concise details through press releases enable journalists to write compelling stories about your business.
Control the narrative with your press releases.
POSITIVE INFLUENCE ON INVESTOR PERCEPTION
- Controlling the narrative
Issuing press releases enables your company to control the initial narrative around your news. This is particularly important in managing crises or announcing significant corporate changes. A well-crafted press release allows your business to present your side of the story first, setting the tone for subsequent media coverage.
- Enhancing credibility and trust
Consistently issuing high-quality press releases helps build your company’s reputation as a reliable source of information. This can enhance credibility and foster trust among stakeholders, customers, and the general public. Over time, a strong track record of informative press releases can positively influence investor perception.
- Maximising media coverage
A compelling press release can result in widespread media coverage, amplifying your company’s message. Media coverage lends third-party validation to your announcements, which can be more persuasive than self-published content. This broader reach helps in reinforcing a positive image and increasing public awareness.
Maximise media coverage with your press releases.
HOW COMPANIES USE PRESS RELEASES
1. Crafting a newsworthy narrative
To get into the journalistic radar, your team must create press releases that are newsworthy. This involves presenting info that is timely, relevant, and of interest to the public. For example, you might announce a significant new partnership or breakthrough innovation. Highlighting the impact of these developments on your industry or community can make your release more attractive to reporters.
2. Building relationships with journalists
Maintaining good relationships with the press is crucial. Businesses often maintain media lists and distribute press releases to a curated list of correspondents who cover their industry. Personalising these communications can help build rapport and increase the likelihood of coverage. Additionally, being responsive and providing journalists with easy access to further information or interviews can strengthen these relationships.
3. Ensuring accuracy and clarity
Press releases must be well-written, free of jargon, and accurate. Journalists rely on the credibility of the facts provided. Inaccurate or misleading press releases can damage your company’s reputation and its relationship with the media. Including relevant images or quotes from your key executives can also add authority and a human element to your story, making it more engaging.
Enhance credibility with your press releases.
Go beyond ASX announcements
For ASX-listed companies, leveraging press releases is a strategic approach to engage with the media and positively influence investor perception. Creating newsworthy and clear press releases allows your business to effectively control your narrative, build trust, and maximise media coverage. A well-executed press release strategy is indispensable for maintaining a favourable public image and achieving long-term business success.
Expand your media coverage
Competing for investor attention can be difficult if news outlets often under cover your company. Turn the tables around through the Proactive Media Pack, with over 300+ news aggregators for your news to reach further than your standard ASX releases. Plus, Proactive's YouTube channel for increased visibility and engagement on your news.
Let’s get you started on +61 2 8705 5444 or clientrelations@irmau.com.
Related post:
How to go beyond press releases to communicate with investors
Online Investor Engagement Specialists
