Q: Why Should I Send a Press Release?

A: There have been many discussions over recent years about the death of the press release, and while I’ll be the first to admit that the press release has evolved during this time, it certainly hasn’t died. The press release is indeed alive and kicking, and if you are one of the few who truly believe that your organisation can live without sending press releases, here’s what you’re missing:

1. Press Releases can be the Foundation of Your Content Marketing

Content marketing is about driving profitable consumer actions. In order to do that, you need to create and share content, and while the press release is not the answer to everything, there are few tools available that have the reach and staying power of the trusty press release. Using press releases as part of a sustained and integrated content marketing strategy should be the foundation that allows you to build success. Press releases offer a great addition to your link-building and SEO strategies, and if you use the right distribution methods, the number of high quality sites your press release can appear will ensure that your press release is found and well-positioned to drive traffic back to your own website. Press releases also offer an excellent way to build authority, as you use them to start the conversation, and it’s this combination of factors that make the press release hard to beat.

2. Press Releases are Great Tools for Storytelling

Your company needs to tell a story. It’s no longer enough to only send out content that is designed to inform. Your content needs to be attractive, and press releases and storytelling can go hand-in-hand to create content that is both engaging and informative. Whether you’re telling people how your business has evolved or the problems your business is trying to solve, press releases provide an opportunity to ensure people not only find your content, but that they also connect with it. If you are looking to captivate, entertain and converse with your stakeholders, you could do a lot worse than send a well-written press release.

3. Press Releases can be Effortlessly Shared Across Social Media Platforms

Press releases = content that can be found and engaged with, and this includes social sharing. Today, if you’re distributing press releases through services that don’t provide social sharing options, you’re probably cutting the wrong corners. In order for people to share and engage with your content, they need to be able to take action when they find something of interest, and it’s your job to make this as easy as possible. Press release headlines should then also be designed with this sharing in mind. Overly long headlines will not aid your cause because they will require additional work in order for them to be shared successfully, and this is not making it as easy as possible. Just as any good service provider would do, think about your customer, and what makes their life easier. Then, provide a level of service that can meet your customers’ needs. Allow them to share across a variety of platforms, and allow them to give you the credit you deserve. If you do, you’re on to a winner.

4. Press Releases can be a Hotbed for Multimedia Content

There’s a lot of data out there now that shows that adding multimedia content to your press release increases user engagement and online visibility. Research has noted that multimedia content can improve visibility by as much as 77%, while 80% of journalists have said it’s important to include images with a press release. If you’re announcing a new product, why wouldn’t you want to show it off? If you’re holding an event, why wouldn’t you want people to see how great it is? There are so many reasons why you should be distributing images and videos as the growth of visual networks, visual engagement and visual content marketing continues, and press releases offer a great way to not only share your images and videos, but to also add context and supporting information that your stakeholders can soak up and pass along.

5. Press Releases are Still a Great Way to Make Good Ol’ Fashioned Announcements

Press releases may be seen as the traditional way of doing things, but there’s a reason why they’ve survived these last 100 years, and why they are still going strong. Press releases are a cost-effective way for businesses to let people know what they are up to. Whether you’re launching a new service or product, or whether you’re opening a new office in a new market, press releases are still the best tool for getting your message out there, and irrelevant of whether you’re looking to target print or online media and bloggers, the press release works.

Can you think of any other reasons why press releases should remain a key component of your marketing and communications strategies?