When it comes to public relations, building buzz isn’t always about that one big announcement. Sometimes, it’s about creating a steady cadence of news and announcements that keep your company top of mind, delivering backlinks and content to share and re-share. This is where the momentum release comes in — a strategy many companies overlook but one that can significantly impact your brand visibility and credibility over time.
But, wait… What is a momentum release?
Put simply, a momentum release is a smaller, incremental announcement designed to maintain ongoing visibility for your company, your products, or your services. Rather than waiting for a major milestone or press-worthy event (like a new product launch or funding round), momentum releases strategically share smaller updates that contribute to a broader narrative about your growth and progress.
Think of it as keeping the conversation going with your audience and the media, ensuring they see that things are happening in your business—continually moving forward!
These releases don’t always make front-page headlines. In fact, they rarely will. However, they play a critical role in nurturing awareness, shaping perception, and reinforcing your position in the market while also giving you the opportunity to continue to develop valuable relationships with the media in your niche.
What the heck would I include in a momentum release?
- Hiring Announcements: Look, not every internal promotion is newsworthy, but a key hire or leadership addition can signal your company’s growth and direction. A mid-level manager? No. A new CMO? Yep.
- New Partnerships or Collaborations: Announcing strategic alliances shows the market that your business is evolving and that people want to work with you. Every small partnership or collaboration? Probably not. But you could send a quarterly Partner Round-Up highlighting all of the amazing collabs you worked on!
- Customer Wins or Testimonials: Highlighting a new client or showcasing a significant customer success can build credibility and attract more business. To do this most successfully, create a customer reference program to reward your customers for being your advocates as you build case studies that make them look like the rock stars they are. (I mean, c’mon, they chose to work with you, didn’t they?)
- Award Nominations or Industry Recognition: Even if you didn’t snag the win, sharing that your company or product has been shortlisted adds to your brand’s positive narrative. See also: never shy away from self-nominating!
- Product Iterations or Updates: If not groundbreaking enough for a full release, incremental updates can still signal that you’re actively improving your offerings. And, it goes without saying, you can reproduce this content into a newsletter to update your existing customers!
- Participation in Industry Events: Attending or speaking at relevant conferences shows that you are plugged into your industry and elevating your thought leadership. Bonus points if you ensure to do this for folks outside of your C-Suite.
But wait, didn’t you just tell us not to send too many releases in your last post?
I did. And I meant it. But, cadence is important – and done correctly, momentum releases are the bee’s knees for companies scaling their business and seeking to grow brand share in the market. With a single big announcement every 6-12 months, you’ll see a spike in your brand awareness and web traffic that will quickly wane; with well-done momentum releases, you can maintain some of that brand share and keep traffic up simply by getting your news out there often.
- Consistency Builds Credibility:
Media, investors, and customers want to see a consistent track record. Regular updates signal stability and growth, which builds trust over time. - Keeps Your Brand Visible:
Momentum releases act like gentle reminders that your company is active, relevant, and continuously moving forward. Staying visible ensures you remain on the radar of journalists and customers alike. - Strengthens Your Company’s Narrative:
A single, isolated announcement is easy to forget. But a series of smaller updates weaves a continuous story about your company’s journey—reinforcing the idea that you are a business worth paying attention to. - Supports Larger Announcements:
Momentum releases pave the way for big news. They prime your audience and the media so that, when the big announcement hits, it lands with even more impact.
The key is in using them correctly!
Now that I’ve told you about momentum releases, you might be chomping at the bit to start firing them off. Say it with me: Go slow to go fast. Momentum releases sent willy-nilly are a big NO-NO! Telling your company news the right way is the name of the game.
1. Align with Your Strategy
Every release should fit into your broader narrative. Ask yourself: Does this announcement support my company’s goals or reinforce our positioning? If not, it might be better suited for a blog post or internal newsletter. For example, if your goal is to secure funding in your next round, momentum releases about how fast you’re growing that name big-time clients/customers can build credibility with investors to show that you’re a good bet.
2. Create a News Cadence
Develop a steady cadence for your momentum releases. This could mean sharing an announcement every month or every quarter—whatever fits your business (and industry). The key is consistency, so you’re continually showing progress. And, to be honest, the same goes for newsletters! It’s better to start with fewer releases – like once every half – and make your way up to quarterly or monthly as your news cycle grows. There’s nothing worse than a bland release (or newsletter)!
3. Craft Each Release with Purpose
Even if the news is smaller in scale, every release should be professional and purposeful. Use clear, concise language and avoid fluff. Include a strong headline that quickly communicates the news value. Whenever possible, leverage real statistics, quotes from external voices (ex. customers or partners) and always, always, always target the right media.
4. Amplify Across Channels
Once your release is live, don’t stop there. Repurpose it across multiple platforms—email newsletters, social media posts, and blog updates. The more touchpoints you create, the more opportunities for your audience to engage with your news! I always recommend my clients include a News & Media page on their websites where they can link back to external publications that have run stories about them.
5. Build Media Relationships
Momentum releases also provide an opportunity to nurture media relationships. Consistently sharing relevant updates helps journalists see you as an active player in your industry, which makes them more likely to cover your future news. Remember: relationships are everything, especially in today’s media landscape!
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Momentum releases are a powerful yet often underused PR tool. By sharing smaller and consistent updates, you can build credibility, stay visible, and create a narrative of continuous progress. Over time, these smaller updates build a solid foundation that makes major announcements hit harder and resonate longer to help you grow your business.
If you need help crafting your momentum strategy and weaving together your brand’s story, that’s exactly what we do at amPR Inc. Ready to make your next move? Let’s talk.
