The mobile-friendly press release

Media publishers are busy people. They’re on the go constantly, moving from location to location, sometimes with a news crew in tow. They live on their mobile devices. I was recently at our local television studio and watched one of the editors working on his mobile phone, typing faster than I could type on my keyboard. Here’s an interesting question, then: why are press releases decidedly mobile-unfriendly walls of text, not particularly well-suited to mobile devices?

So what would a mobile-friendly press release look like? It’d be relatively short, for one thing, and would contain mobile-friendly media if it couldn’t be shortened up considerably. Here’s an example of taking a press release and converting it into an audio file so that publishers, reporters, editors, journalists, and bloggers could get the information while driving on a commute.

This audio player is mobile-friendly and thus can be embedded into a mobile-friendly web page along with associated video (also made mobile-friendly):

Other ways to make press releases more mobile-friendly? Integrate with the existing app ecosystem on mobile devices. If you’ve got a publisher you work with regularly, ask them what apps they use. If they’re fans of Evernote, ask if you can share a notebook with them and get them documents and information that way. Maybe they’re Google Docs users or Salesforce Chatter users, maybe they’ve got a Dropbox they can share or a Facebook group you can join. Work with them however they prefer to get information best in order to get your company, products, and services noticed (assuming they are noteworthy to begin with).

Christopher S. Penn
Vice President, Marketing Technology

Work at SHIFT

Posted on December 12, 2012 in Press Release

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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