Candor recently helped a client open a new location. They wanted to generate buzz and excitement.

In the past, we would have suggested blowing up some balloons, ordering a backdrop and a podium. Then, we would hope the press showed up for our news conference (maybe we’d even let them know there would be cookies).

Now, we have much better ways to share big developments.

1) Own the Content – We didn’t wait for reporters to spread the news. Instead, we turned carefully crafted talking points and Q&A materials into blogs, news releases, etc. and posted them to the company’s website.

Along with those tactics, brands can share content on social media channels. Send a digital newsletter.

Basically, we took control of spreading the message, rather than waiting to see if TV stations and newspapers would do the job.

Brand bonus: Allocate a budget for social media advertising to amplify the message to your target audience.

2) Go Live – We also grabbed a mobile phone and broadcast the grand opening live. Hundreds of people watched in real-time, and the video ultimately reached thousands of people. We also interviewed the client on-site and posted the mobile video later in the day.

Facebook and Instagram have launched incredibly successful live video functions. These broadcasts are unedited, authentic and in the moment – which is exactly how most people prefer their content. This tactic also accommodates understaffed newsrooms. Reporters under tight deadlines may be more likely to watch the announcement on their computer rather than traveling to the event.

Brand bonus: Have a staff member play reporter. He or she can pose questions to leadership, give a tour of a new facility or demonstrate the newest product.

3) Tweet About It – In addition to the client’s other channels, we posted to Twitter throughout the day regarding the announcement and grand opening activities. Many reporters use Twitter as a resource to gather information and story ideas, and we generated additional coverage with a few posts and photos.

We issued a press statement in 140-character chunks. Today’s news consumer has a shorter attention span, and many get their news while scrolling through feeds in their spare moments. This change is scary, but it represents the future of our society and presents new opportunities for engaged brands to take control of the narrative.

Brand bonus: Include short videos or creative infographics online to increase interest and social media engagement.

Ultimately, we were successful with our client’s celebration because we didn’t focus on doing things the way they used to be done.

There are many innovative tactics companies can use to share information and announcements with the public instead of relying on traditional media. With new ways to create content, brands must take advantage of digital media channels and rethink their old communication plans to reach audiences and goals.