Pat Hightower is the vice president of business development at the Hightower Agency. Hightower has over 25 years of experience in the business sector, with a strong background in sales management and has served as a member of the board of directors for the Hightower Agency for 19 years.
The Hightower Agency was established in 1990 as a full-service advertising agency specializing in truck driver recruiting. Headquartered in Madison, Mississippi, with offices in Garrison, Iowa and St. Louis, Missouri, Hightower has been twice recognized as a "Fast 40" company by the Mississippi Business Journal. Learn more about their recruitment advertising services at www.hightoweragency.com.
A decade ago, people still relied on morning papers for news. Today, the majority of readers find their headlines on Google or social media—and that includes drivers. And because people have now more control on when, where, and how they consume information, public relations has branched out from its traditional news cycle.
Think about how you’ve transformed your recruitment advertising strategy over time to a more personalized, user-friendly approach that helps build relationships with driver candidates. Those same principles should apply to your PR strategy. Your company's content should tell a story and use tactful outreach to attract media outlets and readers to know your brand.
Press releases are a great way to distribute relevant content and get in front of popular trucking publications in today’s fast-paced market. Keeping reading for a few tips on writing press releases and getting them noticed by news outlets and your audience!
First, let's talk about when it's a good time to write a press release (or sometimes called a news release or media release.) It's a written communication directed at members of the news media for the purpose of announcing something newsworthy. What's "something newsworthy"? Here are a couple of ideas:
- Opening a new facility or terminal
- New product/equipment launches
- Introducing a new partnership
- Promoting/hiring a new executive
- Receiving an award
Press releases live in the public domain, meaning current employees, truck driver prospects, and competitors have the opportunity to read them. So instead of thinking of a press release merely as a ticket to earning news coverage, you should also think of it as a valuable piece of marketing content within your recruiting game plan.
Your news announcement should be engaging and meaningful enough that a.) Media outlets will want to pick it up, and b.) People will want to read and share it.
When adding press releases to your driver recruitment advertising mix, keep these 5 tips in mind:
Tip 1: Have a Snazzy Headline
Setting up your press release for success starts with your headline. You only have one line to work with, so take the time to make it a compelling one. Remember that compelling doesn’t have to mean long and complex. Your headline should capture the attention of journalists and online publishers, but it needs to be short and clear so they understand the topic.
Tip 2: Don’t Bury The Lead
The first paragraph of your release should cover the who, what, why, where, and how of your announcement. People don't have time to sift through details and fluffy background information – this isn’t a novel; it’s news! Tell them why they should care by giving them the crucial information upfront.
Also: When writing your copy, avoid jargon and complicated vocabulary. Be relatable.
Tip 3: Include a Powerful Quote
Bring your content to life with a quote that media outlets can use for context around your message. A powerful quote can help paint a picture of how your news affects the industry.
Quotes should be from key stakeholders in the company such as your executive team or those directly impacted by your announcement. It should shape your narrative and emphasize the purpose of your news release. Similar to your headline, the chosen quote(s) should be interesting, helpful, and concise.
Tip 4: Provide Valuable Background Info
As mentioned, the beginning of your release is meant to cover the vital details. Use the middle/end of your release to give a little bit of background to strengthen your narrative. For example, include creative or noteworthy ways your company developed the project or announcement at hand. A sentence or two on how or why your company has this exciting, big update is ideal.
Also: Don’t forget to make your press release copy easy to reference. Consider including a link to your company's website early on, so online readers can click to learn more. If you cite data, include a reference link for the source.
Tip 5: Always Include A Piece of Visual Content
Once you’ve written your copy, it’s time to include at least one piece of visual content. Press releases are distributed to numerous online publications, news sites, and databases, giving you the opportunity to include visuals that pop and videos that engage.
Brainstorm creative approaches for your next announcement like images, infographics, or video links. If your announcement is about opening a new facility, include a group photo in front of the building. Or say your press release is about new technology being added to company equipment. Include a YouTube video link about the product.
When you include creative content in your press release, you’ll be rewarded with more traffic, visibility, and shares.
And… That’s a Wrap!
The key to keeping your PR strategy cutting-edge is to forget preconceived notions of what public relations is, and instead focusing on creating notable content of interest to your audience—just as you do in your driver recruitment strategy. Press releases are highly valuable when executed well, and can be an effective and inexpensive way to communicate news to the audiences you care about. You just have to make it readable, relevant, and relatable.
With over 25 years in the truck driver recruiting industry, The Hightower Agency is one of the best recruitment advertising agencies. Get it touch today for a free consultation." Link to: http://info.hightoweragency.com/free-consultation