One of the things that I find really disturbing and disappointing when reading a traditional Press Release announcement for a personnel change, new hire or appointment is when it lacks personality and presents only dry facts.
The Press Release is more than just a written text with which the company celebrates and announces the fact that the recruitment and hiring processes are over and (hopefully) successful.
Actually, when written in the right way, the Press Release is really a very powerful marketing material.
But how can you write an effective and compelling Press Release?
If you want to achieve the best possible results with a killer Press Release follow these recommendations:
Focus on the story behind the change in personnel and the expected positive outcomes.
Avoid talking about the problems, share more information about the foreseen opportunities.
If a company is adding a new employee to its team for the first time, there is always excitement associated with this change: it might be due to positive expectations about the change.
Well, I should admit that it is not always, especially in companies and industries where the turnover is high.
Still, even if the new hires are considered minor news, they can play a major role in helping you get links to your site with targeted keyword phrases. So, the goal of your PR is not only to present the news; especially if you help readers get a feeling of your company future plans and vision of what lays ahead of you, it can be instrumental in driving traffic and building brand awareness.
Remember to add personality to your brand in the Press Release: e.g share information about other recent changes and plans in the company and refrain from presenting only the dry facts.
Add any important and relevant background information that illustrates the rich spectrum of expertise that your new hire brings to the team.
A paragraph on the background information and expertise of the new employee will demonstrate the reasons behind the decision and the impact that this person is expected to bring.
Write about the things from her portfolio that will be beneficial to the company, any particular ideas that she has applied with, the new rules, processes or products that she will introduce, and demonstrate the impact that they will have on the customers or how they relate to the readers.
Do not miss this opportunity to help your business thrive! Link your new hire announcement to other events and changes coming to your brand, anything that is worth bragging about.
Most people think of a Press Release as a text which introduces the newly hired or promoted employee, provides some information about the company and a quote from an executive and concludes with the contact information.
You should continuously remind yourself that the Press Release is a wonderful opportunity to build your brand awareness and present any new company plans & projects to journalists and potential customers.
Hence, combine your new hire announcement and storytelling with a couple of words about other newsworthy events and changes within your company: why not mention a community project that reflects your mission and business strategies; a product update in an implementation stage; completed service changes, etc.
Is the new hire going to impact those processes and changes? How will he or she be involved in them? Of course, you can bring such information to the table but keep it short.
Add a photo, relevant video or logo to encourage engagement with your content.
Wondering why it is recommended to include a photo in a personnel change announcement?
First of all, the photo will not only help attract more attention but also encourage engagement. In fact, your Press Release will be 3 times more likely to catch the eye of your audience and be shared than a text-only PR.
Second, a headshot photo of the new employee can put a face to your new hire and give the audience some insights into your brand. Meanwhile, the background of the image can reveal a lot about your brand identity or culture: e.g show parts of the office environment and facilities or a friendly welcoming ceremony.
Use a clever, catchy headline. Keep it short – between 60-80 characters
Your goal is to write a headline that will grab the attention of the viewer. Write as if it was the headline of a front-page article. It should be brief, clear and to the point. As an eye-catcher, the headline is one of the most important elements of your PR so you can play with words to make sure that they best reflect your brand identity.
Tweak your Press Release by following these recommendations and Voila! You have a compelling Press Release with bits and pieces from your brand story and an interesting message that can catch the attention of influencers and potential leads.
If you follow these tips, your Press Release will not hit on a rock; but, on the contrary, it will be more likely to break the mold and hit your target.
Have a good look at some examples online and try to copy the best practices.
Remember, all you need to do is get the word out about something new and exciting that is happening with your brand or within your company and crafting an effective press release doesn’t take a lot of time.
To those of you who do not know how to approach this task of writing the new hire announcement in a press release format and do not want to start from a blank page, I offer:
and a couple of good examples from some of the main Press Release Distribution companies, Marketwired, PressCable, & PRWeb and the companies Disney & Delloite:
- Vyze Announces New Senior Vice President of Sales
- Conscia Welcomes Mark Riggs as a New Advisory Board Member
- Tesla Motors Hires Google Strategist to be Vice President of Communications
- New Orleans Occupational Therapy Physical Rehabilitation Expansion Announced
- New Hire Announcement: Brandon Pope Joins Super-Sod of Charlotte
- Latondra Newton Named Chief Diversity Officer
- Deloitte announces appointment of new Director and new Principal
You can take the best out of this sample press release and craft your own template and Press Release.
PS. Hey, and don’t be afraid to think outside the box: create a template of your own design so that your Press Release reflects better your brand and your mission.
PS.2 Congratulations on your new hire!