Branding Through Press Releases – Part II

Quick reference

• 00:05 In this lesson we're going to continue exploring how branding takes place
• 00:09 through press releases.
• 00:13 Now there are really two factors in brand credibility.
• 00:16 We've got expertise and then, the trustworthiness of the brand.
• 00:21 Both of these can be established and maintained with effective press releases.
• 00:26 I would, of course, argue that it can at least be supported through press releases.
• 00:32 Now, gaining recognition as an expert in your field,
• 00:36 the key to that would be to communicate effectively.
• 00:41 Therefore, your press release must be clear and quite easy to understand.
• 00:46 And if you can write from the perspective of a beginner,
• 00:49 you'll be able to explain some complex information in a simple way and
• 00:54 thereby actually be perceived as an expert.
• 00:58 If journalists and editors realize that you can do that,
• 01:02 they will really start to contact you for the latest information.
• 01:05 So you would have actually reversed the game and have them chasing you for
• 01:09 information.
• 01:10 So being able to share your latest views quite regularly
• 01:14 will really give you a head start in the market.
• 01:17 Therefore, high professionalism when collaborating with a media agent
• 01:22 can absolutely work in your advantage.
• 01:26 Now, we've got to inspire trustworthiness,
• 01:28 because really that is the key to maintaining the goodwill of the media.
• 01:35 Consistency is really what's going to inspire that trust within us.
• 01:39 There are three aspects of consistency to reach the customers and
• 01:43 the media will pay particular attention.
• 01:47 They would say, okay.
• 01:48 Is this company consistent with its vision?
• 01:52 And whether the representation of your company is consistent in the media and
• 01:56 whether your company or your products can be consistently relied upon and
• 02:01 that's also the concept of dependability.
• 02:04 So press release is really a great opportunity
• 02:07 to bring all of these issues to the attention of the public.
• 02:12 Now, how do we inspire trustworthiness?
• 02:14 For example, you could announce something that your company has done consistently to
• 02:19 its vision, and this is something we see with company reports quite often.
• 02:24 And you should definitely make sure that the online presence of your company is
• 02:28 consistent over time without long gaps of silence or periods of absence.
• 02:34 Finally, you could report the results of a recent survey on custom satisfaction and
• 02:40 then just emphasize again the reliability of your products as a result.
• 02:45 Focusing on your competence and
• 02:48 your consistency will continue to build the reputation of your company.
• 02:52 And it's great that this could all be incorporated now into your press release.

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