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A momentum release is a specific type of news announcement, or a summary of positive corporate news gathered over a defined period, like a quarter or a year. It's a term used by PR and marketing professionals to describe an announcement primarily focused on showcasing a company's growth or achievements, with the main objective being to recap successful periods and illustrate expansion.
Why sharing your progress matters
Sharing progress is more than just self-promotion; it serves vital purposes for businesses. Maintaining momentum is crucial, especially during slower periods, not only for business progress but also for boosting team morale and keeping key stakeholders informed. Key audiences, including customers, partners, employees, and the media, look for updates on sales figures, new customers, technical innovations, and corporate achievements. In tech, communicating growth means demonstrating how ,why, and what's next, showing your market relevance.
A momentum release typically includes metrics highlighting growth and achievement. This can include areas such as:
· New customers and partners
· Growth in revenue or market share
· Strategic hires
· Global expansions or new offices
· Prestigious awards and analyst recognition
· User growth
· Funding rounds or valuation increases
Impactful stories combine this data with a clear narrative about market relevance, connecting performance to broader tech trends.
The media angle, managing expectations
It's important to know that a momentum release might not always be seen as traditional "news" by the media and can be overlooked if widespread press interest is the sole aim. Issuing too many non-news focused releases can lead to being perceived as creating noise, harming journalist relationships.
However, a momentum release is still a highly valuable tool even without guaranteed widespread media coverage. It’s worth extends beyond media pickups, helping to keep key external audiences informed and enabling you to build a narrative of your accomplishments.
Beyond the press release
The content gathered for a momentum release is incredibly versatile. If a traditional press release isn't the best fit for your company's current growth stage or media traction potential, there are other options to consider:
· Transform the content into a blog post on your website or platforms like Medium, offering a less formal, easily shareable style.
· Break down content into individual news bites for social media, to maintain a consistent online presence. Growth stats can even power targeted campaigns.
· Weave statistics into a broader story about problems your company solves, using growth as proof points. This can be seen as less self-serving by journalists and possibly open the door to media pick-up.
Communicating your growth effectively is just as vital as achieving it. Harnessing the power of momentums haring can significantly benefit your company's recognition and ongoing success.
TechComms final thoughts
We firmly believe in the value momentum releases offer and utilise this medium to help build and maintain energy, excitement, and engagement around our client's products, services, and brand. Key to success with momentum releases is to do advance planning, drop pre-release teasers, leverage multiple channels for wide appeal, post follow-ups, and track metrics for quick adaptation.
