The commentary and opinionated articles regarding the future of the press release are hardly difficult to come by. Few of them, however, are in favor of press releases as the public relations landscape continues to shift. As a response to you press release haters (I’m looking at you, Forbes) here’s an ode to the press release, and our case for why it’s not dead.
Press Releases are an effective way to communicate news on a large scale
Press releases, media releases, news releases, whatever you want to call them, are designed to effectively deliver news to a large audience. A press release should contain only the facts (marketing language need not apply) and be no more than 500 words. A press release is the vehicle for communicating information about your client and their business to not just reporters, but potential customers and loyal brand followers. When drafted correctly, the press release is formatted to deliver the most important information first, allowing people to pull out what they need quickly. For journalists, who are more pressed for time than ever before, a press release contains all of the information needed without jumping hoops. That said, as a PR professional it’s vital to have a strong understand of what does and does not warrant a press release. If a client is insisting you craft a release based on a company cookout, for example, you need to pull the plug.
Press Releases demonstrate company momentum
A press release, even if not used to pitch journalists or distributed via a wire service, is the perfect tool for demonstrating continued company momentum to potential partners, investors, new customers or employees. By drafting a press release that highlights a significant company update (think: office growth, increase in employees) a company is showing continued advancement that appeals to those looking for positive momentum. Similarly, a press release that is posted to a company’s newsroom or media page has a fairly long life span. In addition to being added to a company’s media room, that information can then be shared across a number of social media channels, thus expanding its reach. On the same note, a release can be crafted in such a way that it shows your company as the expert on a certain topic. By crafting a release that includes industry-relevant information and updates, a company can publicly take a stance to recent marketplace developments.
Press Releases are good touch points for media contacts
Press releases will always vary in terms of relevance to the media, but that doesn’t necessarily mean one release is more valuable that the other. Even when drafting a press release that will not be distributed via a paid wire service, you can still utilize that press release as collateral when reaching out to media contacts. When touching base with long-standing media contacts, a press release is a great introductory piece, but as the PR professional it’s up to you to flesh out the bigger company story, while using the release as a support tool for a journalist who is interested in learning more information.
Are you interested in learning more about how BLASTmedia can help your company get in front of the appropriate outlets? Email Lindsey Groepper with your questions!