Content We Love: Johnnie Walker’s Social Camera

From Beyond PR

By Kristin Roach, PR Newswire

Preparation for a trip is a lot like writing a press release. How? You want to make sure you get things right – so you do some research and use that information to turn your vacation into the trip of a lifetime. Or, the press release of the decade. Your excitement is real, you’ve planned for it, and it’s going to be incredible. Who knew press releases could be so…cool?!

Eye-catching. Intriguing. Those are the first words that came to mind when I read this Johnnie Walker press release. What’s so cool about this release? Lots of things!  But what stands out most notably is that they tell a story using photos and social media.

The headline: Johnnie Walker Launches The Spice Road, Inspired by Travel and Made Exclusively for Travellers


The Travellers’ Room. Image courtesy of Johnnie Walker

It catches attention. Without a great headline, you could be losing potential readers.  Keep it punchy. Keep it interesting. In this case, the headline attracts a variety of readers, from world travelers to whiskey connoisseurs and even those in between. Ask yourself this: Would you want to read this press release? Would you “click” on this content? You want your headline to have a BAM! factor. This is a good rule of thumb to follow to make your release stand out.

The photos.

After the headline, the photos are the first thing your eyes are drawn to. Did you know that by including visual offerings in your press release, you can get almost 10 times the views logged by plain-text counterparts? That’s significant. And this release has two photos. They complement each other and Johnnie Walker helps set the tone for the release with their images. Kudos!

The social media.

We live in a social world. Releases are shared and talked about socially. Johnnie Walker is out there navigating the world to find different trade routes and flavors. And they want you to join them – in the social sphere. Not only did they give you a handle to follow, they went a step further and gave you a #hashtag to include in your own crafted tweet. Think of this as an invitation: Come join the conversation with the hashtag! Let’s talk on Facebook! See what we’re up to via our Instagram photos!

Whether it’s sharing drinks or sharing tweets, Johnnie Walker is the tour de force with photos and social media. So now that we’ve touched on the highlights of what makes this release so catching, let’s talk about you. You’re a business or an organization — How do you make your content social? What gets people talking about you? With almost everything we do now finding a place in the social world, from coupons to customer service, you want to make sure that you’re utilizing all potential tools to get that BAM! factor.  

Take the time to do some prep work before you send out your release. Write it for an audience to read. Include your social media links so readers can quickly access you. Add images to spice things up.

Find a photo, craft a headline and get social.

Remember, just as you make sure you have everything packed for an incredible trip, you want to make sure you have everything included in your press release to take it from basic to extraordinary.

Author Kristin Roach is a Customer Content Specialist for PR Newswire. Follow her adventures on or on