A press release is a short, compelling story written by a PR professional intended to earn media coverage by grabbing the attention of local journalists and news publications. The first press release was written and distributed by Ivy Lee in 1906, which covered a Pennsylvania Railroad accident. For more than 100 years since then, press releases have sustained their status as a quintessential publicity tactic.
You can’t help but wonder, however, if press releases are still necessary for today’s constantly-changing media world. It might seem like social media is all you need— it’s a simple way to share important information with your audience, right? At Social T Marketing & PR, we see social media as a part of the equation for a successful publicity strategy, but not all of it. Press releases are still extremely important for a brand’s image, and we utilize them for each client. We’ve gathered some of the most compelling reasons why, in 2023, press releases are still a crucial publicity tactic.
You can build trust with your audience.
Press releases are viewed as trusted, up-to-date, and accurate sources of information since they come directly from the brand. If your brand consistently distributes accurate and trustworthy press releases, you can easily build credibility with journalists, existing customers, and potential customers. When your audiences trust you, they take your words as they are; this is valuable in a crisis situation. You're in a much stronger position if you can control your narrative during a negative situation, provide credible facts with no spin, and have your audience trust you.
You will establish strong relationships with the media.
Journalists receive hundreds of news submissions per day. Most of these submissions go to the junk pile, but a select few are selected as newsworthy because the story is well-developed and interesting. Skillfully written and compelling press releases will help you end up in the “selected” group. Even if some press releases don’t get covered, journalists will remember your name if you consistently submit engaging stories that are relevant to their beat.
Another important benefit of press releases is that you can become known as an expert in your field. Media outlets will come to you for your comments and ideas on a story related to your industry if you prove that you’re knowledgeable and consistent in your press releases. Earned media doesn’t mean only one story based on one press release. It means many stories down the line, mentioning your brand because you’re known to have credibility and expertise. When journalists believe you’re an expert, their readers will believe it, too, giving you more brand recognition and preference among consumers.
Press releases can be turned into other content.
Well-written releases can be repurposed to create additional content in your marketing plan, such as blogs, social media posts, website content, videos, and more. The more relevant, timely content you have, the better. A press release provides the whole picture, making it easy to pull out small parts for other content. Additionally, you can build SEO traffic. SEO is “search engine optimization,” which aims to improve your website’s position in web search results. Releases that utilize SEO best practices allow search engines to find, match, index, and rank your content.
They are cost-effective.
Press releases are exponentially more affordable than other forms of advertising and publicity. If you can write them in-house, they are practically free outside of the time dedicated to writing them. Distribution is free, too, since the point of a press release is to earn media coverage. This makes them a very sustainable method since you can send out press releases at a very affordable price for a long time.
They promote your brand image, visibility, and identity.
Branding and developing a strong image is something that every business tries to achieve. Press releases are a great place to start this venture; it provides a perfect spot to play around with your brand’s persona and see what fits. By sending out press releases using your brand voice, you are more likely to be recognized within your industry with a positive reaction. Additionally, press releases give your brand more visibility in media coverage. If you write great releases, your stories will likely get consistently covered, putting your name in front of consumers’ faces. Being the first brand to come to mind when people think of your industry is priceless.
Press releases are a timeless tactic when it comes to publicity, and it is hard to beat the benefits of such a low-cost process. At Social T, we have had countless client success stories thanks to the help of press releases, and we are ready to help you build your brand next. Contact us here.