Why Don’t You: Turn A Press Release Into an Original Blog Post
By: Taylor Davies

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When I first started blogging, I was dying to be in the know. I wanted to hear about what was going on in the industry and share it on my blog. I signed up for PR wires like Cision and my inbox quickly filled with press releases and collection launch information. Sifting through the emails was time consuming, but I was fascinated by just how many new things were happening all the time.

I was thrilled to be able have this access at the same time as a lot of bigger publications, but I wasn’t really sure what to do with it. Re-posting a press release is, forgive the language, super lame, and probably not interesting to my readers. Not to mention, if they want to see a piece-by-piece slideshow of the new designer collaboration at Target, they’ll go to The Cut or Refinery29.

When everyone else is already posting about it, what can I bring to the table?

Who cares? And why do it?

 

Well, do you? That is step one. While pulling tid-bits from a press release is a great way to come up with content in a pinch – don’t sell yourself short for the sake of a post. Decide first if the news interests you, and next if it will interest your readers. If the answers to both of those (or at least one) is yes, you’re good to go.

And now the big question, why?

  • Blogging about recent and upcoming events, launches, and collaborations is great for SEO.
  • This kind of content lets your readers know you’re tuned-in to the industry, and helps you establish yourself as an expert and an authority in the community.
  • Brands and PR companies love it. Send a link to your coverage back to them and you may be building the foundation for a great relationship!

Once you’ve found a little piece of news that interests you and gives you inspiration to write, it’s time to take that and make it all your own.

Humor and personality.

 

The thing about press releases is that they can be dry as well as full of fluff. That’s a recipe for an uninterested reader if you ask me. Take only the meat (what’s most important) from the release and ditch the rest.

  • Pull out the main points (who, what, when, where, why)
  • Get the necessary links and images (including social media)

Now put those ingredients together and pour your personality all over them. Is there a dash of humor to be found in this? You don’t want to mock the brand or PR firm, but don’t be afraid to be silly. Share with your audience why this matters to you, why it entertains you, why it matters. Be honest!

Personal picks.

 

I find there’s a difference in blogging between your personality, and what’s personal. Perhaps your approach for talking about a collection launch can be about the top pieces that appeal to you. Create a top 5 list or imagine a few looks they could be styled with. Give your readers 10 reasons this new collaboration will be important, or 10 reasons it’s not.

 

The best advice I can give your for turning a press release into a great post is not to give into the hype. Stay true to your content and your niche, and just do what works best for your goals and your audience. There will never be a shortage of fun events, designer collaborations and collection launches. The right one, the one that excites you – will come.

Comments

  1. Avatar of KCYouThere
    KCYouThere says:

    I always browse PR Newswire to get the scoop on new products and events. I agree that pulling out your favorite piece of the press release and giving it your own take makes it a much more personable post! It’s a great way to “break” news and make your post much more searchable, I’ve had some of my largest page views from news I’ve found from press releases.

  2. Avatar of Dominique de Merteuil

    I’m really glad you decided to write about it because I’ve recently started getting lots of invitations for press previews etc and it’s impossible to participate in all of the events. How do you choose which one to go to? Well, I agree with you, that the most important thing is to be stay true to the content of ones blog!

    Dominique de Merteuil

    http://www.itsbeyondmycontrol.com/top-7-lingerie-brands-whats-underneath-counts/

  3. Avatar of Nasreen
    Nasreen says:

    This is really helpful and I wish everyone saw this because so many blogs just show EVERYTHING that we see on Vogue and refinery 29 etc just mimicking whats in the press and we see no personality or opinion!

    http://lazyobsession.blogspot.com

  4. Kim Ross says:

    Good advice IFB! I never thought about press releases.

  5. Avatar of Lauren - Slowburn Fastburn

    I recently received a press release and collection pictures from a PR consultant that I have just started working with. I was fascinated by the collection and the design inspiration behind it, so I turned it into an interview and will be receiving samples for an editorial video. These are great ways to connect and share new things with your readers while still remaining true to yourself as a blogger, especially if you are really excited about it!

    x lauren
    http://slowburnfastburn.com

  6. Avatar of Andria Rivers

    This was definitely helpful. I often talk about breaking news in fashion, but I think it’d be more helpful for me to put a spin on it as to not be redundant.

    Andria
    Indie Punk Goddess

  7. Avatar of
    Siobhan Bell says:

    I’ve been building relationships with Japanese brands and shops and press releases (and other free media) are what got my foot in the door. Upcoming designers are so happy to have any coverage, especially in English. I just took the initiative and wrote about what was available to everyone, then I began getting more “exclusive” or personal info.

    Great advice as usual!

    http://mirukut.blogspot.jp/2012/11/steven-tach-ss13.html

  8. Avatar of Janice Lunes
    Janice Lunes says:

    Yes that is a great idea I acctually did it today for the ILOVEVINTAGE store on my blog.

    Love,

    http://the-fashion-milkshake.blogspot.nl

  9. NeutraKris says:

    I’d love to see an example of how to creatively share a press release! Would anyone care to link?

  10. Avatar of CynthiaCM
    Cynthia says:

    A lot of the press releases I get are about product. I do not write about product unless I see them in person as I don’t think it’s fair review. If the product is interesting, I will ask the PR person where I can see it or if they can send me samples. If it’s about an event, I’d try to ask for an interview with organizers or someone who is connected to the event, but I am okay with event write-ups without being there/speaking with someone involved. I will, however, write about fashion shows just from images (though I prefer to see video footage).

    Cynthia

    http://thecloset.delectablychic.com
    http://www.delectablychic.com

What do you think?