In a recent post, we introduced you to the humble press release, a tool that has been in constant use by PR professionals for decades. I relied on them heavily when I was working as a journalist in New York City.
PR guys like me still use them daily, but now these documents have many more users, and for many good reasons. This is why I recently published a leader’s guide for using press releases to promote business growth.
First, they allow businesses to share important news and updates with the media and the public. While I wonder if there are as many great journalists working in the business today as there once were, the good ones are still digging for good stories. Press releases are one place they go to find them.
While it may seem like press releases have been overshadowed by social media and other digital marketing strategies, they still play a crucial role in brand exposure and media coverage. In fact, we counsel our clients to use social media to drive traffic back to their websites where their releases are published.
One of the key benefits of using press releases is that they provide an opportunity to control your narrative.
By crafting a well-written and compelling press release, you can ensure that your message is accurately conveyed to the media and your target audience. This control over your narrative can be especially important in times of crisis or when addressing sensitive topics.
To make this work, your narrative has to be very believable. If the reader gets any whiff of something inauthentic, you’ll lose control of your story.
Another advantage of press releases is their ability to generate media coverage.
Journalists are constantly on the lookout for interesting stories and newsworthy content. By providing them with a well-crafted press release, you increase your chances of getting media attention and coverage. This can help boost your brand’s visibility and credibility, as well as drive traffic to your website.
Press releases also offer the opportunity to reach a wider audience.
When a press release gets picked up by multiple media outlets, it can reach thousands, if not millions, of people. This exposure can be invaluable for businesses looking to expand their reach and attract new customers.
These reasons led us to create our Leader’s Guide for using press releases more effectively. You can find it here.
Next time, we’ll talk about some of the ways these tools have evolved and the new benefits they offer business owners and managers as a result.