Press releases have been a staple in PR campaigns to generate media attention and public interest. In today's digital marketing, the press release is a versatile content marketing tool capable of serving a variety of strategic functions that goes beyond just announcing news.
With the rise of digital content platforms and social media, press releases have the ability to reach a larger audience more directly. This has altered how press releases are integrated marketing campaigns as part of a digital marketing strategy.
The Traditional Purpose of a Press Release
The press release was an official announcement of utmost importance that would be sent out to web journals, television, or newspapers with the aim of enticing journalists to cover the story.
Press releases were used for all sorts of announcements, like launching a new product, opening a new location, or making a big company change. The press release gave businesses the chance to shape how their news was shared with the public.
In short, press releases helped businesses secure media coverage and build relationships with journalists.
How Press Releases Support SEO
Nowadays, press releases do more than just attract media attention. They aid in improving your online presence and supporting SEO efforts. Press releases often include backlinks to your site, which are picked up by trusted platforms or news sites, who can boost your site’s authority and improve its ranking on search engines like Google. Not to mention when a press release is distributed online, it can get shared across different platforms and websites which helps increase your brand’s visibility and credibility. And a well optimized press release with the right keywords can show up in search results, giving your news even more exposure!
When Should You Use a Press Release?
Not all news is press-worthy. So, limit them for new product launches to create a buzz and reach both customers and the media, major announcements such as expansions, rebranding, or mergers, or announcing a strategic partnership or collaboration which can position your business as innovative and forward-thinking.
Press Releases in the Digital Age
Press releases nowadays are more dynamic and engaging and have the ability to include multimedia, as well as being optimized for online sharing; text isn’t the only thing that press releases provide these days.
It is very common practice to use images, videos or even infographics in your press releases, making them great to share across social media. On the topic of social media, by including links to your social media profiles in your press releases it allows readers to connect with your brand immediately. It also makes it easier for people to share your news.
These digital tools have allowed press releases to fit the needs of both traditional media and the online world making them far from outdated like some may be led to believe. They remain a valuable way to share important news, gain media coverage, and boost your online presence. Whether it’s a product launch or a major company announcement, a press release helps get your message in front of the right audience.
Wondering if a press release is the right move for your next announcement? Let our team help you decide and guide you through the process. Schedule a free consultation today!
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