In this age of social media, you may wonder why your company should even bother to write and issue press releases. Newspapers have less influence, and we can be our own publishers, right?
Press releases are still relevant in today’s crowded media landscape. If you know how to draft one, in addition to how to use the best press release distribution channels, you can reach a wide audience with a persuasive message. This can lead to higher brand recognition and increased sales.
The Benefits to a Great Press Release
Press Still Matters
Your website may extol the virtues of your product, with video and testimonials. Your followers on Instagram may be through the roof.
However, the imprimatur of a third-party reviewer will always raise the status of your goods or service.
When a reporter covers your launch, interviews your CEO, or praises your service, consumers tend to have a higher degree of trust than when they get the information directly from the company. They understand that you might leave out negative details.
On the other hand, a positive review or article from a trusted source can play a huge role in boosting your business.
For example, if your restaurant gets a great review in the New York Times, you can bet your tables will get booked up fast! How do you get the attention of that newspaper’s reviewer? Issue a press release about a reopening, a new chef, or your recent philanthropic efforts.
When you distribute a press release properly, you can expect much wider “pick up” by all kinds of media than you would get from Facebook or Instagram posts. Some media will write a story inspired by your release. Others may run it verbatim!
Distributing a press release will do more than just get the attention of reporters. Many outlets will run it on their own wires. This enhances your SEO or search engine optimization.
The more outlets that run your piece, the higher your news will appear on Google and other search engines. A press release distributed the right way will make sure your company or product name shows up prominently when people search for related terms.
You Control the Message
When you issue a press release before other people write about your product, you control the message. You place your product in context, position it within the market, and set the tone.
If there is a crisis regarding your company, you can also use a press release to control the message. You can get your executives out in front of the issue, apologize if necessary, and show how you will be changing your systems to make things right.
Failing to respond quickly and succinctly can create huge PR problems.
How to Distribute Your Press Release
Watch Your Budget
There are a variety of press release distribution companies to choose from. Don’t automatically choose the one with the biggest name: shop around.
You may not need to reach an international audience. You may not even need to reach potential customers in other states. Your business needs may not require the…
Read More: Should You Bother With Press Releases? Plus, How to Pick the Best Press Release Distr…