The Power of PR: Why the Press Release Is Still an Effective Tool

A press release is a communications tool that’s been leveraged for years and continues to be an integral piece of a company’s marketing, PR, and social media strategy. Not only do press releases give companies a channel to share newsworthy stories, but they also strengthen search engine optimization and increase the odds new customers will find your business online.

With each passing year, a growing percentage of Americans receive their news and information online. They look for articles about topics of interest, search for reviews, and read comments. That’s why having a digital footprint is critical for any new company trying to build awareness.

Nowadays, securing news coverage is no simple feat, and the way it’s developed has changed significantly over the past several years. It used to be that a press release alone was enough to grab the media’s attention. However, given the sheer volume of news angles and compelling pitches generated each day, it’s become increasingly difficult to break through this noise. And as the attention span of consumers continues to dwindle to mere seconds, timing is everything.

All this information begs the question: Is issuing a press release worth it? The short answer is yes. Despite how distracted our society has become, press releases are still an effective tool to help promote a brand, its product offerings, and its overarching messaging. That’s because a press release can accomplish a few things that other mediums can’t, such as:

• Setting the record straight. Consistent press release distribution gives a company better control over the narrative surrounding their brand. In addition to sharing important company-related information, a press release can address an internal crisis as well as negative media attention. This also helps a company build rapport with journalists and current and new customers.
• Meeting regulatory requirements. Public companies are subject to the Regulation FD (or Reg FD), set forth by the U.S. Securities and Exchange Commission (SEC). This regulation prevents selective disclosure by public companies to market professionals and certain shareholders. By distributing material information through a news release on a wire service, a public company adheres to this requirement.
• Establishing the narrative. A press release allows a company to control the narrative and is designed to highlight critical elements (think the who, what, when, where, why, and how). This becomes central to telling the story a company wants to tell. Once this is established, the information can be repurposed across various channels, including social media, websites, blogs, and newsletters.
• Starting a relationship. The press release won’t generate original coverage, but it can be a valuable tool for creating a dialogue with a reporter. Journalists receive dozens – if not hundreds – of press releases each week.
• A well-written release relevant to the reporter’s industry, or beat, will be noticed. Even if the journalist doesn’t cover the specific news you’re sharing, they’ll be introduced to your company and will be more likely to report your news in the future as they get to know you and trust is established.
• Improving search engine optimization. A well-written, SEO-enhanced press release distributed via a wire service will create a lasting digital presence that will improve a company’s online presence, with search engines finding, indexing, and ranking the release. This will help a company improve its website’s overall search rankings and ensure anyone searching for information about it will see the news being shared.

Press releases continue to be one of the most effective ways to get in front of your target audience — that’s the bottom line. It’s important to remember that the key to getting picked up by a media outlet is ensuring your release is clearly written and conveys the importance of what you’re promoting to your target audience. In a world filled with noise and constant change, following these tactics will help your company stand out from the crowd.