Smashing the Myth of the Press Release
Press releases are a time-saving communication tool, with a brief and clear message. They work well for websites and bloggers that have just launched, or companies that need to promote something new. However, press releases are generally considered spammy by most people today — the problem is they have been adopted as a lazy marketing tactic without any real thought to the structure of what makes them effective.
There are plenty of other options out there for companies looking to get their brand out there - blog posts, online event listings (like Eventbrite), social media outreach, direct mail campaigns - but many people believe press releases aren't worth their time because they don't work.
Press releases are not as useful as they once were
In the past, press releases were perfect for getting your brand out there. They were easy to find on sites like Business Wire and PRWeb , and many news publications used them for breaking news and current events.
Today, searching for press releases is more difficult. Google does not index press release sites directly, instead using the 'submission' operator to find press releases that are submitted to Google News . This means that a good amount of press releases never get indexed by Google's search algorithm, resulting in less visibility for readers. As such, they have evolved into being used as a marketing tactic rather than a communication tool.
Another problem that search engines face is that there are many duplicate press releases on the web. In fact, an average of 75% of the results returned through a Google search are duplicates. For this reason, press releases need to be written specifically for the intended audience and news organization, which means they are a great way to share breaking news but rather ineffective for general marketing purposes.
Press releases can be effective but they should be used thoughtfully
There is no doubt that press releases have been overused as a marketing tactic in some circles. Sending out copies of your release not only wastes time but also has little to no effect in most cases.
As with other forms of online marketing, it is important to ensure that the press release is relevant to the readers you are targeting. Make sure you are sending it to the right people and that your target news publishers will have interest in publishing your copy. Just because it's a great story doesn't mean that a busy news publication will be able to publish it; for example, if you're promoting an event, don't send your release offering journalists tickets for free when there may be other writers who work on different beats and would likely cover your event in exchange for some media tickets. Always make sure you're targeting the right market.
In this same vein, you shouldn't send out blanket email blasts to hundreds of thousands of contacts. Instead, reach out in a personal way and ensure that your press releases are well-written — with a newsworthy hook and solid value to readers — before sending them off. Having an online press room is also a great idea as it allows journalists to quickly find all the relevant information they may need about your company.
As far as structure goes, press releases should have a brief explanation of what you're promoting followed by a list of contacts at the bottom that they can get in touch with for more information or interviews. It's important to include actionable details for journalists, like what journalists can ask you at media events before you send them off. The most important aspect of a press release is that it is thoughtful and by following the above techniques you will start to see a difference in your reach.
A good example of a well crafted press release
If you are looking for inspiration on what makes a great press release, look no further than this example from SketchLondon , an agency that provides digital design, content and marketing solutions for brands. This press release uses the right structure, key buzzwords and targeted messages to reach potential customers.
In just five paragraphs, SketchLondon gets to the point. This is an example of how a press release should be written: introduce the news, explain what it is and why the reader should care. If a press release is effective, readers should be able to read everything they need to know in 30 seconds or less. The call-to-action is clear (visit the site) and there's even a quote from one of their designers who says "I'm really excited about this project."
Press releases are effective when used correctly, but like all forms of marketing it's important to have a strategy and make sure you're using them for their intended purpose. Tossing out copy after copy to bloggers and news organizations without a very clear focus may be good for your marketing reports but will do nothing to increase engagement.
Title: Press releases work, if you use them correctly [ARTICLE END]
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August 15, 2014 7:52 pm by Jeff Morrison While I agree that press releases are not as effective as they once were, there still is a place for this marketing technique in digital marketing strategy. I often see over-qualified staff applying for jobs to the detriment of real talent, like their research or ability to write clear emails. A poorly put together press release will never become read. The content will be seen by the wrong people. So I wouldn't say that press releases are dead yet, because it's still relevant for companies to put out content that seeks to be read. Sometimes these pieces of content need to be targeted or contain information which won't find its way into a news article but still has a benefit to the client. The key is just being able to write a good piece of content that attracts attention.
Conclusion
Quality content is still king, and companies that want their press releases to actually be read need to make sure the content is high-quality and newsworthy. I recommend reading the following two blog posts for guidance on how to write effective press release copy:
Thanks for commenting, Jeff!
Yes, you're right about quality content being essential. On top of that, I would add that marketers need to ensure the press release is relevant to readers. And as you mentioned in your comment, it's important how you structure your release — it should be clear and concise in order for media outlets to pick up on key information early on and make decisions based off of this information.
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