How Press Releases Can Help With Online Reputation Management and Branding

Press releases are useful for a number of marketing goals. They help build awareness by connecting with a large audience, including newswires. When they’re covered by the media, the exposure can dramatically change your business. Press releases can also boost sales or attendance by drawing attention to a new product or service, or to an upcoming event. Press releases can also be an invaluable tool for building and maintaining your online reputation.

The truth is that the vast majority of businesses have no idea what their online reputation is. Small businesses are so busy building, maintaining, and growing that they don’t make the time to scan the Internet and understand their reputation. And large scale businesses often don’t realize the impact. For businesses of all sizes, a poor online reputation can put a major dent in sales. And the truth is that for most, all it takes is a quick Google search to see what people think of your business.

Press Releases Help Establish You as a Credible Authority

Whether you have a good reputation or not, you can strengthen your reputation with press releases by focusing on making them authority-driven releases. Highlight research and results within your organization. Affiliate your business with celebrity, notable media outlets, and with industry leaders. For example, if you can say, “as seen on CNN” in your release then you may boost your credibility.

Shift The Focus on What You’re Doing Right

Press releases talk about good news. They give you an opportunity to share what your company is going well. For example, you might create a press release about new hires, new products, new events, new research and new partnerships. You can also focus on case studies, which can help position you as an organization that is changing lives for the better. Special promotions and any other favorable good news help your audience focus on what you’re doing well, rather than what you’re doing wrong.

Push Back Negative News

When you issue a press release and create supporting content, that content effectively pushes down any negative content in the search engines. The more positive content you can create, the further down negative content will fall.

Of course, if any negative comments, reviews or bad press do surface, it’s important to address them promptly, thoughtfully, and honestly. Bad press can blow up quickly if you don’t have a plan in place to manage it. The best practice is to be proactive. Know what your audience thinks about you and leverage a press release to help sway their opinion in a positive way.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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