PR and marketing pros’ guide to press releases

Are press releases no longer necessary?

There are tons of digital platforms that are grabbing consumers’ attention, time and money. Brand managers now use websites, blogs, social media, influencers, email and other channels to reach their target audiences.

Though press releases are no longer the main tool in many PR pros’ communications arsenals, they can still add value to your organization when used strategically.

When used properly, press releases can foster your brand identity, strengthen your image as an influential industry leader and provide an opportunity for increased interaction through links and multimedia.

Press releases might not be seen as the dominant workhorses they once were, but they can still be an effective medium to influence and inform people about your organization.

To write or not to write?

When deciding whether to write a press release, look at the big picture.

Will people find your news interesting enough to share it with others, or is it only interesting to you and your organization? Put yourself in your audience’s shoes. If your announcement doesn't seem appealing from their point of view, hold off until you have a stronger story.

[RELATED: Join us in Chicago for the PR Writing Conference, and learn how to compose content that sizzles.]

These topics can warrant a press release:

• Store launch: Write about an online or local store opening.

• New product or service: Discuss additions or improvements to your product line or services.
• Contests and competitions: Explain how it works and the purpose of hosting it.
• Survey or poll: Share results of a survey or study and explain how affects readers.
• Changes to shipping and delivery policies - announce recent or upcoming changes to your company policies.
• Event sponsorship: Ask readers to participate and explain the value of supporting the event.
• Promotions: Encourage consumers to take advantage of an upcoming sale and explain its terms.
• Awards or recognition: Share recent organization or client achievements, what made it possible and value of receiving it.

Making your release pop

Effective press releases are not only well written—they are also well-received. Here are a few aspects that can make your release attractive:

• Interesting storyline: A compelling story that will bring value to readers’ lives is a must. Good press releases have headlines teasers that can capture and retain readers’ interest.
• Informational, not promotional : Avoid blatant promotional language and content. Readers are looking for informative and insightful material, not a hard sell.
• Newsworthy and concise: Journalists don’t have a lot of time to spend on your copy. Your press release should immediately reflect how and why your news is important.

Attracting eyeballs to your story

After writing your press release, ensure that your announcement can be found by your target audience. These ideas can get your release circulating:

1. Submit to press release sites.

There are plenty of free and paid distribution sites you can use. Paid distribution services can give your news greater exposure by distributing your press release to global news networks such as Google News and Yahoo. These services include PR Newswire, eReleases.com and PRWeb.

2. Post it on your website.

Use your blog or website to publish your story, and then share it via your organization’s social accounts. Include social-sharing buttons in your post so your readers can easily spread your news to their communities, too.

Don’t forget to include keywords in your post, as well as other basic search engine optimization elements.

3. Contact journalists in your industry.

Build relationships with journalists in your field before you pitch to them. Follow them online and then send a well written, customized email explaining why his or her readers might care about your news.

The internet is overflowing with press releases announcing new products and services, corporate events, achievements and more. With so many of these releases competing for the same audience, standing out from the pack can be difficult.

However, if your content is interesting, informative and easy to understand, you’re more likely to have success with your press release. Focus on value and relevance, and remember that less is more—particularly when you’re able to deliver a great press release to the right readers.

Maggie Aland is a staff writer and marketing expert at Fit Small Business.

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