Over the years we have received many press releases in the hopes that we would pick them up and post them as stories on one of our LGBTQ+ websites — starting with GayWired.com back in the 1990s and continuing to this day. The problem is that things have changed quite a lot over the past 25+ years, and yet we're still receiving press releases the same old way.
Sometimes these press releases are missing links or calls to action, making it impossible for a reader to follow up. Often there are no photos or other media for us to use in the story or blog post we create to highlight the release. And in today's media landscape, that's a significant missed opportunity.
The Four Marketing Pillars Have Converged
Over the past few years, the key components of advertising, marketing, PR, and social media have come together to form a closer relationship. Digital media dominates this world and serves as the vessel for this union. Each discipline still exists as its own entity — but those lines have blurred, and a successful outreach campaign today weaves together a more unified look, feel, and story across all four pillars.
One Press Release, Two Distinct Outputs
It's this new marketing environment — especially as it pertains to social media — that demands we rethink the press release itself. Press releases should now be split into two components: the traditional press release, and a companion article version published on your website.
- ✕Text-only format, no embedded media
- ✕No links or calls to action included
- ✕Editors must hunt for images to use
- ✕Can't be shared by influencers or social-first media
- ✕No version optimized for social distribution
- ✓Article published on your site with photos & video
- ✓Links and CTAs embedded throughout
- ✓Social-optimized images ready to share
- ✓Influencers can share the article directly
- ✓Link to article included in the press release itself
Six Tips to Maximize Your LGBTQ+ Media Pickup
Include Ready-to-Use Photo Links
Don't make the editor hunt for images. Include direct links to high-resolution photos they can use in their story — making it as easy as possible for them to run your piece.
Embed Images in the Article — and Optimize for Social Sharing
Ensure images are embedded directly in your article, and that your website is configured to maximize stories for social media posting — so every share looks polished automatically.
Re-Write as an Article — More Personable, Less Salesy
Transform the formal press release tone into something more conversational and editorial. A blog post-style article gets read and shared; a corporate press release gets filed away.
Include a Social-Media-Optimized Image
At minimum, include one image formatted specifically for the platforms strongest at content distribution. The standard: 1200 × 628 or 1920 × 1080 — a 16:9 ratio.
Recommended Social Image Dimensions
Use these formats for maximum reach across Facebook, LinkedIn, Twitter/X, and beyond.
Link the Article in Your Press Release
Include the article URL in the press release itself. Recipients focused on social distribution can then quickly share your story with their LGBTQ+ audience without any extra steps.
Link Back to Media Coverage in Your Article
When LGBTQ+ media outlets pick up your press release, link back to their coverage directly in your article. This increases the visibility of their articles and can enhance your Google search rankings — a win for everyone.
Two Types of LGBTQ+ Media — Both Matter
Understanding who you're sending to determines what format will work. The LGBTQ+ media landscape today includes two distinct types of outlets — and a modern PR strategy needs to serve both.
Article-on-a-Website Media
- ✦Established LGBTQ+ publications & blogs
- ✦Pick up and republish your story
- ✦Typically edit to make the story their own
- ✦Drive web traffic and SEO authority
- ✦Need the traditional press release format
Social-First Distributors
- ✦Networks like Pink Media's #ILoveGay
- ✦LGBTQ+ influencers & content creators
- ✦Individuals who love sharing LGBTQ+ stories
- ✦Millions of community members amplifying content
- ✦Need the article URL — not text-only format
"This level of word-of-mouth promotion is unparalleled in its ability to reach your LGBTQ+ customers. Social-first distribution, when done right, is the most powerful tool in modern LGBTQ+ PR."
Ready to Get Your Story Out to the LGBTQ+ Community?
We work with any budget, starting at $500. Let us amplify your press release across our #ILoveGay network.