While the humble press release has been in use by public relations practitioners for many decades, over the last three or so it has evolved into a powerful online tool. This is why I recently published a leader’s guide for using press releases to promote business growth.
It still provides a recognizable and convenient tool to communicate news to journalists, but now that it has been adapted to the digital landscape it can do a lot more.
In the past, press releases were primarily distributed by mail or fax for use as story fodder for traditional media channels, such as newspapers and magazines. However, with the rise of the internet, press releases can now be distributed online, reaching a much larger audience.
Getting found with frequent press releases
One of the key changes in press releases is the incorporation of search engine optimization (SEO) techniques. By strategically incorporating keywords and following SEO best practices, press releases can not only reach journalists but also improve a website’s visibility and rankings on search engines.
This means that press releases can serve as a valuable tool for improving search engine optimization and driving organic traffic to your website.
Another way press releases have evolved is through the use of multimedia elements.
In the past, press releases were primarily text-based. However, with the advent of digital media, press releases can now include images, videos, and infographics. These multimedia elements can make press releases more engaging and shareable, increasing their chances of getting picked up by media outlets and shared on social media.
Additionally, press releases can now be distributed directly to journalists and influencers through email and online press release distribution services. This direct distribution allows businesses to reach their target audience more effectively and increase their chances of getting media coverage.
Because these tools have become much more powerful, we created our Leader’s Guide for using press releases more effectively. You can find it here.
Next time, we’ll talk about more benefits of releasing your news via press release more often.