In today’s digital era, most businesses communicate digitally with their customers. To some, the importance of a press release may seem outdated or old-fashioned, as other social media channels have taken precedence. Why are press releases still an important facet of your content marketing strategy? This article offers insight into the importance of a press release and how to write one your audience will want to read.
What Is A Press Release?
Many people have heard of press releases before, but what are they exactly? As defined by FeedDough, they are formal, official announcements regarding something new or significant about you, your business, an upcoming event or something of a similar nature. They should promote your business, archive important data for future use and hopefully, improve your SEO. Press releases were designed to inform journalists and members of the press about your company’s current and upcoming news. For example, if you have a major event for your business coming up, you could write a press release announcing your event to the public.
A press release doesn’t guarantee media exposure, however. Part of your content marketing strategy should involve finding ways to make your press release stand out. Edward Lowe touches on why it is important to know how to properly distribute a press release. “A well-written press release can help boost sales, give your business greater public exposure and enhance your company or product image. Press releases can generate media coverage that tells millions of potential customers what’s new, different and exciting about your business or product.”
The audience for press releases doesn’t stop just at newspapers, however, but also includes, radio, TV news bulletins, podcasts and blogs. That way, you’re positioning your brand in front of a wider audience. Do you want a quick and easy way to search any company or keyword on social media and the news? Using this free tool by Brand Mentions allows you to track mentions of your brand online!
When Should I Send A Press Release?
There are many good times to create a press release about your organization.
Press releases are a tool for your content marketing strategy that you can use to promote your business and share important information.
You should share a press release any time you have something newsworthy or important to share. Here is a list of newsworthy things you can share in your press release from CoSchedule:
- Breaking news announcements. Lend news outlets a helping hand. Sharing a press release with journalists will help them publish breaking news as quickly as possible.
- Events. Offer reporters a press release that gives them something timely and interesting to share with their audiences. This will help to increase engagement with that event!
- Partnerships. If you team up with another company, the media may want to know. It’s a win-win for both you and your partner.
- Research. Data and original insights are always interesting, but remember to spice it up a bit; no one wants to read a boring data report.
- Awards. Don’t be afraid to share your success!
- Hiring new executives. This relates more to larger companies and organizations, but it can be important news when someone new is hired at a company.
- Crisis management. When things go wrong, the importance of a press release only intensifies. You get the opportunity to tell the story first in your own voice.
When you’re constructing the content marketing strategy for your press release, make sure you have something your audience (and the media’s audience) will care about. This will considerably increase the odds that your release will earn media coverage.
Now that you know what a press release is, and when to send one, let’s dive into five specific reasons they are important to your business.
Why Your Business Needs To Do A Press Release
More than anything, a press release helps get your business or brand name into the public forum. But unlike other forms of coverage, your business controls the brand voice and message. This helps to shape the public’s perception of your business.
Still not convinced about the importance of this tool? Let’s keep going.
- Improve Your Credibility
Every business wants to be credible. A press release is a fantastic way to build your credibility! Consumers view journals and newsletters as trusted sources of information. In a study conducted by Business Wire, 73% of respondents reported that the first place they looked to learn more about a company was their press releases. It is especially useful for start-ups and growing small businesses to get a positive word out about themselves.
- Engage the Media
Press releases are a great way to foster a connection with journalists and news organizations.
Through the rise of social media, press releases are not only available to journalists, but can also be made available to the public through social media channels. Distributing your content through social media channels gives your business an opportunity to interact with a wide breadth of consumers. It is important, however, to know how to market your press release on social media platforms. As Online PR Media advises, you can do a single post that simply announces the news and shares the link, but a better strategy might be to segment your followers and personalize the message based on why each audience should care. If you want more insight into how to angle your marketing content to specific audiences, check out this blog article!
- Build Search Engine Traffic
Having information about your company published through a press release on large news sites is not only beneficial for your company’s brand, but also for SEO. As described by Cision, a well-written press release utilizing SEO best practices allows search engines to find, match, index and rank your content. With 2.4 million searches happening every minute, having a high-ranking press release on Google and other search engines provides enhanced exposure to current and future customers.
- Increase Public Relations Activity
Press releases give you the ability to connect not only with journalists but with many other media outlets. If your press release is current and timely, it can get picked up by a reporter from the news media or others interested in the topic. This serves as an opportunity for more publicity in the form of radio, television interviews, quotes in newspaper articles and other PR activity. But make sure to do your research! A well-written press release needs to provide the full story, including the who, what, where, when and why. If it isn’t accurate or engaging, why would any media outlet share it?
- Manage A Crisis
Press releases are an effective way to respond to a crisis.
Lastly, the importance of a press release revolves around crisis communication. This form of communication can be a useful tool when things go wrong; you get the opportunity to tell the story first.
So, what exactly is crisis communication? Intelligent Relations explains that a crisis communication press release is a written communication that defines a crisis the company and its stakeholders are facing and offers concrete steps to mitigate damage or serve those impacted. It helps to stop speculation around the crisis by transparently communicating the facts and establishing a central source of information from the company.
How To Write A Press Release
Now that you know the importance of a press release, let’s dive into the content marketing strategy side of things. How do you write one that will get you noticed by the media? Here are some cardinal rules to follow when crafting your press release:
- Keep headlines short and sweet. According to HubSpot, 75% of publishers prefer subject lines with 10 or fewer words.
- Ensure it’s unique. Why should people care? Make them care by sharing facts and background information that help readers understand why your topic is newsworthy.
- Avoid excessive hyperlinks. Keep people in your story, not clicking elsewhere.
- End with a call to action. This is where you can ask your audience to engage with your company!
What To Include In Your Press Release
Make sure to include your organization’s contact information.
In case you were searching for a little more direction in creating your press release, here are a few necessary components to include:
- Grab the media’s attention! Be specific when crafting your headlines.
- Press contact. It is vital to include your contact information in a press release. This allows the media to get in touch with you if they want to do a follow-up story.
- City, state, location. Where is your company located?
- Body copy.Follow the inverted pyramid style when presenting information within your body paragraphs. You should also incorporate a writing style that fits your event or report.
- The boilerplate explains what your company is all about and what your mission is. Include the boilerplate at the very end of every press release.
Check Out This Example Press Release
Looking for a little more help? Here is an example of a stellar press release from our company:
Media Contact:
Three Girls Media Inc.
Erika Taylor Montgomery
408-218-2391, 360-955-1410
FOR IMMEDIATE RELEASE
Local Marketing And PR Firm Named Best Woman-Owned Content Marketing Agency In Pacific Northwest
Rapidly Growing Three Girls Media, Inc. Wins Third Major Award
August 4, 2022 (Rainier, WA) – Three Girls Media, Inc. (www.ThreeGirlsMedia.com), a marketing and public relations agency headquartered in Rainier, Washington is excited to announce it was just awarded, “Best Woman-Owned Content Marketing Agency – Pacific Northwest,” by CV Magazine in their 2022 Technology Innovator Awards.
CV Magazine’s Corporate Vision team works diligently to compile the top market leaders, innovators and enterprising start-ups. When assessing these businesses, the research team casts their judgment based on various criteria like client dedication, innovation, business growth, longevity, online reputation and much more.
“We are incredibly proud to win this esteemed award,” said Erika Taylor Montgomery, CEO of Three Girls Media, Inc. “As a business owner, I strive to provide affordable marketing and top-notch customer service to organizations large and small in a wide variety of industries. It’s extremely humbling that our efforts are being recognized by such a prestigious organization.”
In 2019, Three Girls was also awarded, “Most Innovative Social Media Marketing Agency,” and “Best Boutique Content Marketing Firm,” in Washington state, also by CV Magazine.
The agency will celebrate its 18th year in business in June.
About Three Girls Media Inc.
Three Girls Media Inc. is a world-class marketing agency founded in 2005 in Silicon Valley. In 2013, Three Girls moved its headquarters to Yelm, WA. The company works with B2B and B2C clients in all industries, across the U.S. and internationally, and provides a wide range of marketing services including strategic social media management and advertising, blogging for search engine optimization and crafting compelling email marketing campaigns, engaging websites, ads and collateral, media relations campaigns, branding, stunning graphic design and more. Learn more at www.ThreeGirlsMedia.com
Learn more about Three Girls Media and what we have to offer by giving us a call at 408-218-2391.
Let Three Girls Media Assist With Your Marketing Strategy
If you have questions or would like the assistance of a professional marketing agency, please contact us at Three Girls Media! We offer a free, 30-minute consultation to learn more about your specific needs and to let you know what we can do for you. We have a full staff of seasoned marketing professionals who are excited and eager to help you reach your marketing goals.
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Sign up for a complimentary consultation during January and receive an Email Marketing Guide valued at $475! We offer a 30-minute phone consultation with our CEO and can answer your questions and discuss your specific marketing needs – no strings attached. Call 360-955-1410 or contact us today to arrange your consultation!