by Victor Guerra
You have heard the advice to think first on your audience, and then prepare the content accordingly.
After all, there are introverts who need time to process the information you provide, while the extroverts would love to contact you and ask a lot of questions even before they finish reading your material. There is also people who want to see the details while some others just want to see the big picture and would love to see the conclusions up front.
I can clearly remember my former boss that would need to hear my suggestion first and then support it with just the key arguments (Nothing more, nothing less). While most of my teachers at university would demand to understand first the background, then my reasoning process, and then after that, to state my personal point of view.
Unless you are writing to your boss, your teacher, or your spouse, the most common problem you will face will be that your audience is a complex mix of different types of personalities.
In the past, when planning a Media Release, you would consider the average type of personality your primary audience was, in order to choose your writing style.
But now, thanks to digitalization of media, the answer to my question is quite simple: You must include both, the general picture and all the details as well.
HOW IS THAT POSSIBLE?
- Digital media is hierarchical. It allows you to provide a table of content and to your reader to expand a topic, if he or she needs more details.
- Digital media is multimedia. You can include photographs, infographics, audios, videos that will provide more detail but at the same make your Media Release more appealing to different audiences.
- Digital media is interactive. You can transform your communication into a conversation, including the main Q&A’s; a list of interview topics; links to other important resources, and even you can offer a live broadcast.
- Digital media is timeless. You can update your Media Release with interviews and reviews from what the media and consumers are saying. And it allows you to distribute more than one press release, if you have something newsworthy to share.
- Digital media is social. You can include full product reviews, author’s bio, samples, incentives, ads, endorsements, and, of course, links to your social media pages.
In summary, more resources can be used (as long as you have access to them). And if you are going to sit in the same room my former boss and some of my old teachers, believe me, you will still need a very good strategy to make sense of all of the possibilities.