About this lesson
Branding should be a constant component of your marketing strategy. Press releases are a great tool to build your brand credibility.
Download this lesson’s related exercise files.Branding Through Press Releases – Part I.docx
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Branding Through Press Releases – Part I
Press releases are a great tool to build your brand credibility.
When to use
Branding should be a constant component of your marketing strategy, and can be reflected in the content, logo and boilerplate of your press releases.
Brand credibility can be conveyed in 4 ways:
- Logo or image: non-verbal communication; the logo should convey professionalism and be displayed in every press release as familiarity increases liking.
- Marketing campaigns: the pricing and warranty of a product affect customers’ perception of its quality (e.g. a press release could announce an extension of the warranty of a product to increase brand credibility).
- The vision of an organisation: the values, the future and the purpose of a brand (e.g. if a technology report announces that in 10 years time 70% of vehicles will need to be electric to reduce pollution, state how the vision of your company is going to fit in with this change in the environment).
- Internal operations: how the company is going to deliver its vision and whether it has achieved what it had set out to do (e.g. business and performance reports).
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