PR and Communications

Best Practices for Press Releases

Guest contributor: Kathy Contes, Executive Director, Digital Marketing, Agency Ten22

As we begin the new year, perhaps your marketing team is including press releases in your marketing or public relations plan for 2020. Whether you have product launch news to share at HIMSS20 or your leadership team wants to proclaim customer acquisitions, press releases remain the most effective strategy for company announcements.

The press release dilemma is a topic that often comes up with our clients. It’s not uncommon to debate what defines “newsworthy” and deserves media attention versus a splash on the company website.

Does your team need a clear press release roadmap for 2020? Here are three best practices that we shared at the beginning of 2019, which are still relevant for press releases in the new year.

Determine Whether the Release Is Newsworthy

For the PR pro, this is rather self-explanatory. Flooding the marketplace with non-newsworthy press releases is very expensive and a waste of time. Keep it simple, quality over quantity. Remember, to distribute more than three press releases monthly is overkill. Saturating the healthcare and health IT press with news releases diminishes the credibility of your company, doing more harm than good.

But, if you need a little help determining whether or not the information is news, get feedback from your sales or marketing departments. They will be happy to help. One good resource is the following link I found is PR Daily.

Gather Accurate Information and Develop an Intriguing Story

Gathering information is most important to the success of the release. Interview your stakeholders and collaborate with your sales and marketing team. You’ll be surprised by the information you’ll receive especially when addressing your industry’s challenges. I have found it beneficial to prepare for the stakeholder interview using a questionnaire. You’ll find several samples on the internet, but if you need a good example, use this tool as a template. Once you have your information, it’s time to develop a newsworthy story.

Write for Search Engine Optimization

We all know SEO is crucial for press release success. And since distribution is an investment, make sure the release includes SEO to achieve the best possible online distribution and pickups. Also use keywords and links in your next press release. Several tools are available to help with this.

Keep these three best practices handy when the time comes for your next press release. If you’re curious about setting a proper budget, you can find average costs to produce and distribute a press release in the healthcare technology industry from the HITMC 2018 survey, pages 44-46 listed under PR pricing.

For specific SEO tips, download this checklist.

About Ten22
We are an award-winning, full-service, healthcare IT public relations, content management and digital marketing services firm. Ten22’s proven techniques deliver compelling messages, maximize exposure and strengthen market share for healthcare IT and service vendors. Founded in 2005, Agency Ten22 is the most respected media relations agency for small to medium-sized healthcare companies.


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The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!