Original source: Reprinted with permission.
Crafting an evergreen press release ensures your message remains relevant, engaging, and visible, long beyond its initial release. By focusing on timeless values and universal themes, your news can stand out in the digital landscape, providing ongoing value. Here’s how to create a press release with lasting impact:
Anchor in Core Values: Highlight your brand’s core values and mission to resonate with readers anytime they discover your release.
Connect to Timeless Themes: Link your announcement to enduring themes like innovation or community engagement, making it relevant beyond the immediate moment.
Use General Timeframes: Opt for broad dates (“in Q4,” “mid-2020”) over specific ones to keep your content timeless.
Include Evergreen Links: Ensure links lead to content that will remain relevant, updating event pages to reflect past events and future plans.
Provide Lasting Resources: Mention or link to resources with a long shelf life, such as white papers or research findings, to continue offering value.
Craft a Timeless Title: Choose titles that maintain relevance, like “Introducing a New Era of [Product Category]: A Timeless Solution.”
Incorporate Future-focused Quotes: Use quotes that discuss long-term visions or the enduring impact of your product or service.
By focusing on these strategies, your press release can achieve sustained visibility and engagement, connecting with audiences well into the future.
