📢 Beyond the Press Release: Other Ways to Share Your Company’s Story

The press release has been a staple of corporate communication for decades. But let’s face it—times have changed, and so have the ways we connect with our audiences. While press releases still have their place (and in a future article, we’ll dive into how to make them even more effective), they shouldn’t be the only tool in your communication toolbox. There are so many creative, engaging ways to tell your company’s story that go beyond the traditional press release. Let’s dive into some fresh ideas that can help you share your story in a way that really resonates.

🔟 10 Actions to Go Beyond the Press Release

🎥 Leverage Video Storytelling

Video is a powerful way to connect with people because it’s personal, visual, and engaging. Instead of just telling your audience about your company, why not show them? Short, impactful videos can highlight your company’s mission, showcase your team, or explain how your products or services make a difference. And with platforms like YouTube, Instagram, and LinkedIn at your fingertips, sharing these visual stories has never been easier.

Example: You could create a mini-documentary series on Instagram, showing the journey of how your products are made—from sourcing eco-friendly materials to the final product. This series wouldn’t just highlight your commitment to sustainability; it would also build a deeper connection with your audience.

🎙️ Start a Company Podcast

Podcasts are everywhere these days, and for a good reason—they offer a unique way to share your company’s insights, values, and stories in a conversational format. Starting a company podcast gives you the chance to dive deeper into topics that matter to your audience, whether that’s through interviews with industry experts, company leaders, or even satisfied customers.

Example: You could start a podcast where your team members discuss the latest trends in your industry, share behind-the-scenes stories of product development, and answer questions from listeners. This would not only position your company as a thought leader but also build a community around your brand.

📝 Create Interactive Content

Interactive content—think quizzes, polls, or infographics—can be a game-changer for engaging your audience. It’s not just about pushing out information; it’s about inviting people to participate. This type of content makes your audience feel more involved and connected to your brand.

Example: You could create an interactive quiz on your website that helps visitors assess their needs and provides personalized tips based on their results. This quiz could drive significant traffic to your site and generate leads for your sales team.

💼 Host Virtual Events and Webinars

With the shift to remote work and digital communication, virtual events and webinars have become incredibly popular. Hosting a webinar is a fantastic way to showcase your company’s expertise, engage directly with your audience, and provide valuable insights in real-time.

Example: You might host a series of free webinars on industry trends, featuring guest speakers from top companies. These webinars would not only provide valuable content but could also help you generate new leads and strengthen relationships with existing clients.

📚 Publish Case Studies and Success Stories

Case studies and success stories are powerful because they provide real-world proof of your company’s impact. By highlighting specific examples of how your products or services have solved real problems, you give potential customers a clear, compelling reason to choose your brand.

Example: You could publish a detailed case study on how one of your clients used your product to streamline operations and increase efficiency by a significant margin. Sharing this case study across social media channels and in newsletters could lead to a noticeable increase in inquiries.

🎨 Utilize Visual Content like Infographics

Sometimes, a picture really is worth a thousand words. Infographics are a great way to present complex information in a way that’s easy to digest. By combining data and visuals, you can tell a story quickly and effectively—perfect for sharing on social media or incorporating into blog posts.

Example: You might create an infographic illustrating the impact of an industry trend on your target audience. A visually compelling infographic could be widely shared on social media, helping to raise awareness and drive engagement.

🤝 Collaborate with Influencers

Influencers can help amplify your message and reach new audiences. When you partner with influencers who align with your brand, you tap into their established trust with their followers, which can give your message more credibility and reach.

Example: You could partner with industry influencers to promote your latest product launch. These influencers could share their experiences with the product on social media, potentially leading to a surge in online sales and new customer acquisition.

🖥️ Develop a Branded Content Series

Branded content is all about creating value for your audience while subtly promoting your brand. This could be a blog series, a video series, or even a digital magazine that aligns with your audience’s interests and positions your company as a leader in your field.

Example: You might launch a blog series featuring in-depth guides to topics that resonate with your audience. This content would attract enthusiasts and position your company as an expert in your industry.

🎤 Engage with Thought Leadership

Establishing your company as a thought leader can significantly boost your credibility and influence in the industry. This can be done by publishing articles on platforms like LinkedIn, contributing to industry publications, or speaking at conferences and webinars.

Example: You could regularly contribute articles to leading industry publications and participate in panels at industry conferences, reinforcing your reputation as experts in your field and increasing your visibility among potential clients.

🏆 Enter Industry Awards and Competitions

Entering industry awards and competitions is a great way to get external validation for your company’s achievements. Winning or even being shortlisted can enhance your company’s reputation and provide excellent material for storytelling.

Example: You might enter a regional innovation competition and, if successful, use this recognition as a focal point for a PR campaign, which could result in increased media coverage and investor interest.

📝 IMPORTANT: Don’t Forget the Strategy Behind It All

Before diving into any of these actions, it’s crucial to take a step back and assess what makes the most sense for your company. What will resonate most with your key stakeholders? What resources do you have available, including budget? And how do these actions fit into a broader, strategic communication plan? Taking action just for the sake of doing something can often lead to wasted resources and missed opportunities. Make sure every move you make is purposeful, well-planned, and aligned with your overall strategy.

📚 Case Study: How Patagonia Shares Their Story Beyond the Press Release

Patagonia is a brand known for its commitment to environmental sustainability. Instead of relying solely on press releases, Patagonia tells its story through documentaries, activism, and content that highlights their mission. This approach has helped them build a loyal customer base that shares their values.

📖 Want to Learn More?

For more ideas on creative ways to share your company’s story, check out “Storynomics: Story-Driven Marketing in the Post-Advertising World” by Robert McKee and Thomas Gerace. This book explores how storytelling can transform your marketing strategy and create deeper connections with your audience.

💡 Final Thoughts

The press release is just one tool in your communication toolkit. By embracing new and innovative ways to share your company’s story, you can reach your audience in more engaging and impactful ways. Whether it’s through video, podcasts, or case studies, the key is to find the channels that best fit your brand and message.

💬 How are you sharing your company’s story beyond the press release? I’d love to hear your strategies in the comments below!