Five Keys to Craft News Releases That Drive Earned Media

TORONTO, March. 1, 2016 /CNW/- Earned Media can certainly prove more difficult to garner but there is no doubt that it is far more valuable. In a recently published white paper by CNW, FIVE KEYS TO CRAFT NEWS RELEASES THAT DRIVE EARNED MEDIA, it is stated that in a 2014 Nielsen study, earned media was 80% more effective than branded content at influencing consumers that were considering making a purchase.

The article by Laurie Smith, Vice President, Strategic Communications, Media and Audience Relations, CNW, explores why earned media is so important for a brand and the author also shares her expert tips for crafting a news release that will drive earned media.

The white paper illustrates that to develop a great brand story with successful earned media outreach, companies must do 3 things:

  • Use news releases, blogs and social media to deliver content
    Companies need to engage journalists and consumers, encouraging them to share your content
  • Time messages carefully
    Companies must share content as soon as it is ready to ensure it is relevant and timely
  • Create content that amplifies the brand messages
    Craft storylines with your brand story in mind rather just always sharing and announcing news

FIVE KEYS TO CRAFT NEWS RELEASES THAT DRIVE EARNED MEDIA specifically discusses how each of the below tips can help you to create a news release that drives earned media.

  1. Include compelling visuals
  2. Appeal to several audiences
  3. Include a call-to-action
  4. Put the story before the brand
  5. Timing is everything

For a detailed insight into why earned media is so valuable and the best practices for crafting news releases that will drive earned media, download for FREE today, FIVE KEYS TO CRAFT NEWS RELEASES THAT DRIVE EARNED MEDIA.

About CNW Group
CNW Group Ltd. (a PR Newswire company) gets people talking about our clients online and in the news. We deliver quality, authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.


Image with caption: "Five keys to crafting news releases that drive 'earned media' (CNW Group/CNW Group Ltd.)". Image available at:

Image with caption: "Why is earned media important? (CNW Group/CNW Group Ltd.)". Image available at:

Image with caption: "Three Reasons Why Your Brand Needs More Earned Media (CNW Group/CNW Group Ltd.)". Image available at:

For further information: Media Contact: Melissa Meyer, Communications Assistant,

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