Planning a Winning Press Release Strategy

A telephone pole with a poster that relates to a press release reads: GOOD NEWS IS COMINGA press release is a cost-effective marketing tool for various types of businesses. It is a broadcasting channel that informs the world that your company is a mover and shaker, and it has the potential to be read by millions.

Newspapers, magazines, blogs newsletters, trade publications are examples of places a press release or info from it may appear. Its return on investment could be significant.

Consumers, industry pundits, and competitors are the typical audience, but it depends on the subject, which leads into the first question that needs to be addressed in forming a press release strategy.

Who is the audience?


every press release should have a targeted audience, and its tone should be fitting to those readers. A newsworthy topic could be about a new product or service. It could also be about receiving an industry-recognized award, announcing the hiring of a key employee, or other company-related news. Striking up a partnership or obtaining a new client would be newsworthy topics worthy of a press release.

How are you going to reach your audience most effectively?


This is the point where a plan to write a press release dies because a decision has to be made on how to get people to read it.

What are the options?

Value versus costs is a huge variable to flag in the decision-making process. There are free and paid press-release distributing services that will send out a press release for customers. However, “free” means fewer services are provided. For “free,” a written press release is loaded into the vendor’s database of contacts and e-blasted. A paid press release service offers more, such as writing and editing services and, in general, a better list of contacts. It also handles all tasks.

PR and marketing companies handle the entire press release process for larger, high-end firms that outsource press release writing and distribution. While this is arguably the most effective way of doing this, it is also the most expensive route. A lack of control also could be an issue.

Make it a DIY project.

A press release can be self-distributed provided a company knows its target market and has both a list and a way of directly contacting sources, such as trade publications, magazines, bloggers, reporters, editors, TV stations, and so on, that may be interested in the release. Having a list of sources to contact would make this a DIY dream. However, that “list” doesn’t come easy. It could be a labor-intensive effort.

Purchasing a list also is an option. Buying a list saves time, but the data may not be accurate; before buying a list, inquire about its age and when it was last updated. A highly developed list of media contacts is an asset worth having. Managing a media-contact list is an ongoing project. A company’s market share and reputation could be bolstered from using it correctly.

Make plans based on value propositions.


Knowing what you want is better than being told what you need. Planning is required to determine which route would work best. There are no patented right or wrong ways, and it is possible as well to begin in one direction and ultimately do things completely differently. Begin with the basics.

Who is your audience?

Why are you writing a press release?

Where do you want the press release to be placed?

How often are you going to write press releases?

Answering these questions will help you plan your strategy.

5 Tips for Writing Better Cyber Security White Papers

Cyber security white papers - person reading text on a Kindle

Quality Cyber Security White Papers Generate Quality Leads

White papers have become a popular marketing tool for cyber security firms, software developers, and other businesses in the IT sector. A well-written white paper can help your company establish thought leadership, bolster off-page SEO, and generate quality leads, but a poorly written, unprofessional paper could damage your reputation and turn off potential customers. What distinguishes poor cyber security white papers from winning ones? Keep these five tips in mind.

1. Pick a Topic that Addresses Your Customers’ Pain Points

Sales is all about identifying your customer’s pain points and illustrating how your product or service can relieve that pain. This is especially true in the information security sector, which is all about keeping businesses from getting hacked and keeping them in compliance with industry and regulatory standards. The first step to generating a good white paper is to ask yourself who your customer base is and which specific security issues they are struggling with. Are they overwhelmed by compliance costs? Are they scrambling to defend against ransomware attacks? Is IoT security about to become a huge problem for them?

2. Don’t Confuse White Papers With Sales Sheets and Marketing Collateral

While the bottom-line purpose of a white paper is to generate leads, white papers are not sales sheets or product brochures. Cyber security white papers that do nothing but talk about the issuing company’s product or service and how great it is are advertisements, not white papers, and they do not get read. The bulk of your white paper should be devoted to addressing your readers’ problem and exploring potential solutions, not repeatedly plugging your product or service.

3. Grab Your Audience’s Attention with a Strong Title and Introduction

The most important part of a white paper is the title; the second most important is the introduction. Remember that the target audience for cyber security white papers, IT decision-makers, are very busy people who are already drowning in reading material. Your paper has only a few seconds to pique their interest and make them want to continue reading.

4. Make Sure Your White Paper is Authoritative, Substantial, and Professional

White papers cannot be slapped together overnight and on the cheap. A quality white paper could take several weeks to research, write, edit, proofread, and format. The content must be original, substantial, and reference other authoritative sources, preferably peer-reviewed research studies or industry reports. The written content must do more than regurgitate what the references already said; it must provide further insight into the issue. Preferably, the paper should include charts and graphs that enhance the text by reinforcing the most important facts and figures. Finally, the English must be flawless, with no spelling, grammar, or punctuation errors.

5. Segue into How Your Product or Service Can Help at the End

At the end of your white paper, and only at the end, you can finally get down to business and promote your product or service. If it was written properly, your paper has already hit your readers’ pain points and made them realize they need help solving their IT security or compliance issues. Now is the time to explain why your product or service can relieve their pain. Discuss the features and benefits, tying them back to the issues discussed in the paper. Make sure your company’s complete contact information – phone, email, web, and street address – is included on the final page.

White papers are popular because they work. Customers are tuning out online ads because no one likes reading sales materials. Everyone, especially in a sector as dynamic as cyber security, likes to read informative materials that will keep them apprised of current events that are relevant to their business. The time and monetary investment put into a quality white paper should come back to you several times over.

The cyber security marketing and content experts at Wild Owl Digital have deep experience working with information security and IT compliance firms to bolster SEO, build thought leadership, and drive qualified leads. Contact us today to inquire about our cyber security white papers writing services.