Press releases are excellent communication and promotional tools that can be effectively used even in the digital realm. Since the internet came into the picture, most businesses prefer to communicate with their target audiences digitally and press releases are one of the easiest and safest forms of communication. Additionally, they help in increasing brand awareness as PRs (Press Releases) connect the brands and businesses with their target public.
Press releases are written official announcements that not just help businesses reach their audiences, but also build awareness around a certain topic. This is why these announcements are used as marketing tools, especially in content marketing campaigns. At the same time, this gives businesses a way to announce current news and important updates. If you are someone who works in the field of content marketing or public relations, PRs can be really effective ways to publish the company’s message and even influence the audience.
If you are wondering what the reasons to write a press release are, then first, you need to have a clear idea of what a press release is. Let's get started!
What is a Press Release?
If you are a working professional in the media sector or public relations, you might have heard about press releases before. Previously, in the times of print media, press releases were one of the most popular ways to announce something new, something important. It is basically a written statement containing an announcement of something important for a business. These are official announcements regarding something new, something urgent, or something of great importance. The subject of a press release can be something related to business operations, an upcoming event, or any latest decision - the subject must have something significant about it.
Since the internet took over, people in business have somehow started to believe that PRs have lost their significance. The reality could not be more far from it. Since publications have gone digital, press releases now not only convey the message, and create brand awareness, it also improve the business' SEO and credibility. Digital PRs are one of the smartest ways a business can increase its web traffic too. Press releases are now designed to inform a journalist or a media outlet about something important to your organization. For example, if you have a new product launch coming up, you can write a PR to let your target audience know.
This is one of various situations that require a business to send out a press release. Let’s move into the next stage to know what the scenarios are where you can send the media a PR.
When Should You Send Press Releases?
Press releases are important communication tools that you can also use in your content marketing strategies to share urgent information and promote your business. Anytime you think the business has something relevant or newsworthy to share, that would be your cue to send in a PR. Here are some of the scenarios -
1) Breaking News - You can help the media outlets and news channels to share breaking news by sending them a press release containing important information. These would help the journalists break the news as soon as possible.
2) Partnership - If your company has entered into a partnership, it would be important information that your customers, your investors, and other stakeholders would like to know. You can use a press release to tell your stakeholders about the news.
3) Product or Service Launch - When you have a product or service launch in line, you would want as many eyes on the news as possible. To gain the attention of your target customers, you can send in a press release where you can share the exciting news with them.
4) Events - Having an upcoming event is great news not just for your employees, but for the business world. The more people will know about your events, the better their perception of you as a brand will be. You can share this information with the public through a PR.
5) Awards - Don’t shy away from showing off your success! If you and your team’s hard work has gotten your company an award, a PR would be great to share the news. This will improve your brand’s image in the customers’ eyes, and attract new investors as well.
6) New Hires - Suppose you are hiring new executives, you would want people to know about it so that the right people can find the announcement and contact you. Press releases have made these announcements easier, now that they can be spread digitally.
7) Crisis Management - Imagine your company is going through a crisis. This would be the perfect opportunity for your competitors to spread fake news and put your business’ reputation in jeopardy. PRs give people the opportunity to come clean, set the record straight, and put the narrative in the right direction with official statements.
When you are creating a marketing strategy that includes a press release, make sure that the content has something that the media and the general public would care about. This increases the odds of your announcements getting a placement in the media stories.
Now that you know what a press release is and what are the scenarios where it can be used, let’s move on to the very specific reasons why it is important for your business.
Why Press Releases are Important for Your Business?
As we have mentioned multiple times before, PRs are great communication tools that public relations departments are now using as marketing tools. Why? More than anything, a press release gets the name of the brand out in the media and the public forum. However, unlike other situations, here your business gets to control the narrative, the story, the message, and what the brand’s voice would be. This further helps shape your brand's image to the public.
Let’s look at the benefits that press releases bring to your business -
1. Media Engagement -
As digital media continues to evolve, press releases are no longer just available to reporters or media editors, they are also being made public through various social media platforms. When you distribute PR content through various social media platforms, it allows your business to interact with the general public, internet users, and your potential customers. It allows the brand to communicate with a wide range of consumers.
At the same time, it is important to know how to market your press releases on different social media platforms. Several online PR websites tell you that you can surely make a single post containing the link and the news. However, the better use of social media would be to segment the followers you have on different platforms and customize the message based on why they should care about your news. Specific audiences have different needs and your message would only be a hit if it caters to those needs.
2. Improved Credibility -
Having credibility is what every business wants and needs in this competitive market to survive. Especially, since the internet is so easily accessible and available to everyone, it is only a matter of a few clicks to find out the real truth behind any action taken by corporations. So, it is a tricky business to build credibility step by step, and press releases are a great help in that! Readers still take news outlets and journalists as credible sources of information.
Several surveys have found that around 70% of consumers look up press releases published in trusted media sources to learn about any company or its offerings. So, when you get published on top-tier media outlets and news stations, the credibility of your business goes up. This is specifically important for new businesses and start-ups since they are just starting to build up a name for themselves without any prior interactions with their consumers.
3. Increased Search Engine Traffic -
Publishing newsworthy information about your company through premium news and media outlets is not just great for social media engagement and the credibility of your brand, but it also helps with business SEO. A well-written PR utilizing the best SEO practices can easily increase the rank of the business on the Search Engine Result Pages.
In return, more people will be aware of the business and its offerings, increasing its visibility in the digital realm. At the same time, it also increases the website traffic organically.
4. Crisis Management -
The importance of press releases heavily revolves around crisis management. Crisis PRs are sent to the media at times when the business or the market is going through a crisis. These press releases give businesses a chance to tell their story in their own words. At a time of crisis, there is a lot of negative press going around a company, speculating a lot of cynical messages and a PR gives the business to clear things out.
5. Increased Public Relations Activities -
Last but not least, press releases give brands the opportunity to not just connect to individual journalists, but with reputed media outlets. If the PR is timely and well-written it gets picked up by a reporter and gives the business an immediate spotlight. This also serves as an opportunity to get more publicity in the form of television interviews, radio, quotes in articles and newspapers, and other public relations activities.
To conclude everything, PR is one of the most important things for a business operating in this competitive market. With a press release, you can get media attention, create brand awareness, increase credibility, and whatnot! However, to create a successful press release campaign you need professional help so make sure you work with a reputed and affordable press release writing and distribution company.
