In the current age of advanced technology, it’s become easier than ever for brands to spread a message to its target audience with a simple click of a button. People receive news, updates, and advertisements through emails, on their social platforms, and virtually everywhere else possible online. Because of this shift in communication, that leaves a large number of people wondering—does a press release still hold the same value it once did?
I have attended multiple educational sessions where the question, “Is the press release dead,” has been posed. Invariably, the journalist in me cringes at that thought because I can personally attest to the positive impact press releases still have.
And I’m not the only one: according to Cision’s 2019 State of the Media report, 71 percent of journalists continue to prefer news announcements and press releases from public relations professionals. While I agree that press release distribution strategy has evolved, there are three big reasons to believe the press release is still alive and well.
Why the press release is very much ALIVE!
Press Releases provide updates to stakeholders.
As we’ve mentioned before, when a press release is executed properly, it can reap huge results for your brand. Specifically, press releases that include timely news are a great tool for providing strategic context to your brand’s target audience. We recommend sending press releases to announce new hires, promote product launches, and showcase company milestones.
Press releases increase brand credibility.
A press release is essentially a piece of news about which your company controls the messaging entirely. While many journalists will use the release as more of a guideline when crafting their own story—rather than publishing verbatim—they cannot stray from the information you provided. Additionally, a press release is a vehicle to share data and insight, thereby elevating your company as a valuable resource when it comes time to speak on industry trends.
Press releases generate sales leads.
Every good press release ends with a call to action (CTA) that leaves the reader with a sense of urgency centered around the main message. When following the inverted pyramid methodology, you should tee up the call-to-action with supporting information that explains why the reader should feel compelled to reach out to your company. When executed properly, the press release has created a conversation with a potential new customer that could result in an increase in sales, or at least a relationship that you can nurture going forward.
While sending a press release is a great way to tell your story, it’s also just part of what makes up a brand’s public relations strategy, which ultimately should support the overall marketing strategy.
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