The medium and the message: How to get the word out about your company

September 7, 2022

Companies employ public relations to share messages with media and their target audiences.

But when does it make sense to issue a press release rather than write a blog? What’s the difference between an eBook and white paper? And why would a company take the time and trouble to create a research report? Here is how to use these different content vehicles.

The juicy press release

If you are preparing to announce a new customer, funding round, partnership, product or other significant development, writing and publishing a press release is the way to go.

Press releases tend to be more formal than blogs, but they don’t need to be dull and lifeless.

Explain why the news you’re announcing is critical at this moment in time. Bolster that message by including quotes from analysts, customers, influencers, investors and/or partners. Whenever possible, use third-party or your own proprietary data to drive the point home.

Post your press release on your website but also distribute it via a newswire. This will enable you to push out your news to a wider audience and reach people in specific geographies or verticals who aren’t already in your circle.

The friendly blog

A press release tends to be a vehicle to communicate news to the media. But blogs speak directly to customers, developers, investors, job candidates, media and/or prospects.

A blog allows you to communicate without the constraints of working through a journalist, and you can more easily insert positioning and self-promotion messages that an editor would reject.

Blogs tend to be short and conversational, addressing today’s attention spans and desire for authenticity. It’s also a great way to get a message across while highlighting the personalities of your subject matter experts. Want to share best practices on how to configure your product to get the best performance? Consider a blog penned by your development lead.

Want to emphasize your momentum with the investor community? Use a blog to share your recent customer wins, funding news and/or recognitions that illustrate your company’s success.

And be sure to identify and use keywords that will make your blog more discoverable.

The easy-to-engage-with eBook

Blogs and press releases are no brainers for most companies. But eBooks are one way you can really take your content creation efforts – and prospect engagement – to the next level.

Leverage eBooks to promote your brand’s thought leadership, providing a deeper dive into market drivers and why your approach is the best way for customers to survive and thrive.

Take advantage of the eBook format to showcase your best customer quotes and most engaging art, charts and graphs. Keep images, color schemes and designs simple.

Feel free to require people to provide contact details to get access to your eBook. Also consider providing your eBook to anyone who’s already in your funnel and explore the possibility of sharing your eBook with reporters and analysts who you want to help tell your story.

The meaty white paper

Want to educate technical decision-makers on the details of your solution? Use a white paper.

White papers are often more technical than other forms of content.

Start by giving readers the lay of the land. Then reveal how your solution addresses the current situation and future requirements. Explain exactly how your product or service does that. Offer an example of your solution at work and the benefits it delivers. Then, end with a call to action.

White papers are often presented as gated content to drive lead gen, but they don’t have to be.

The ready-to-go research report

Research reports are sometimes referred to as “hero” content. That’s because with the right approach, they can position a company as a thought leader and introduce the brand to a much larger audience.

Successful versions of such reports introduce new data – either from the company’s platform or from a commissioned surveyand present it with a timely, relevant and unique point of view.

Share excerpts or full reports with journalists to generate news coverage. This can be particularly useful when you don’t have other news.

Send the report to customers and prospects to demonstrate that you have your finger on the pulse of the market. Also use your report to secure speaking engagements at industry events.

The last word

Whatever content best fits your needs, make sure your message is clear and unique, your language is specific and understandable, and your position and presentation are engaging.

And be aware that when it comes to content creation, you don’t have to do it alone.

Bospar is here to help take your business to the next level with high-quality content.

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About the author

Paula Bernier is chief content officer at Bospar PR. She has more than 25 years of experience writing and editing for tech trade outlets, including Inter@ctive Week. Bernier is known for her ability to quickly produce compelling content on a wide range of business and technical topics. Areas of specialization include AI, cybersecurity and networking.