Press Releases: When & How to Use Them to Boost Your Brand
Let’s talk press releases. There was a time 15 years ago when press releases were a large part of a PR program. At the time, they were pretty effective at delivering relevant, newsworthy announcements that drove website traffic and almost always generated media interest. Oh, how things have changed! While still a necessary part of impactful PR, the effectiveness of a release has diminished and the goal, therefore, has changed. Today we use press releases as a tool to reach a wider audience, increase visibility within the media, and establish the business and its executives as thought leaders in their industry.
Why Press Releases Can Be Useful
Press releases have the potential to offer many benefits to businesses when used correctly and with realistic expectations. They can increase brand visibility, improve SEO, increase customer engagement, and enhance credibility. According to a survey by Cision, 47% of journalists said that press releases were the most useful source of information they received. Furthermore, 80% of journalists said that they would cover a story if it were presented as a press release. This is a good indicator that releases are still a valuable tool for businesses to leverage with clarity.
Timing is Everything
Press releases are appropriate in select situations, but not always. Knowing when to distribute a release can make all the difference. When evaluating if a client should do a press release, we go through a checklist to see whether or not the announcement is newsworthy. Releases are generally a good idea when a company wants to announce product launches, company milestones, or industry awards. For example, if a company is celebrating a significant anniversary or has seen tremendous growth in its business, a press release can be a successful way to share the news with the public. Look for interesting, well-written press releases from similar companies or industries to get inspiration for your own.
Key Components for a Kick-Ass Release
First and foremost, a company should reflect on the news they want to share and ensure it is in fact newsworthy to the media and the public. It’s important to view it from the eyes of a journalist. From there, an exceptional release should have:
A compelling headline: The headline should be attention-grabbing and yet still summarize the main point of the press release.
A strong opening paragraph: The first paragraph should include a dateline, mention the name of the company, who they are, and provide a brief overview of the news they are announcing.
Relevant quotes or statistics where possible: The body of the press release should dive further into the details of the news, including quotes from key stakeholders, experts, or partners.
Since releases are usually distributed via a wire service, it's important to proofread them to ensure they are well-written, free of errors, and formatted correctly.
Press releases are still relevant today and can be a powerful tool for businesses of all sizes. We just advise using releases with discernment and not rely solely on them to move the needle like they once did. They should, however, continue to be a tactic used in conjunction with other marketing and PR strategies to increase brand awareness, boost SEO efforts, increase customer engagement, and amplify credibility by positioning experts as industry leaders.
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