How to Gain Credibility with Your Press Releases – And Why It’s Important
In the world of business there are a handful of reasons why people buy. We’re talking about both businesses-to-business and business-to-consumer transactions – it doesn’t matter. The buying triggers are the same. One of those buying triggers is credibility. We buy from people and companies we perceive to be credible.
What Does it Mean to be Credible?
In the simplest of terms, it means to be trusted and believable. Credibility is intimately linked with authority, transparency, and trust. If people don’t believe that you’re being truthful, then you have no shot at credibility. However, credibility in marketing terms also goes a bit further than your standard definition. Credibility for a buying behavior means not only does your prospect believe that you’re trustworthy, they also believe that the information you’re sharing is valuable. You can tell someone that the sun rises in the east and you’re being accurate and truthful, but you’re not offering value. They already know that. So credibility also means providing useful information.
The Press Release Connection
The core nature of a press release is to share something newsworthy. You’re making some sort of announcement and it’s a big deal. However, a press release is also regarded as a highly structured document. There’s little room for embellishment and flowery language. You basically stick to the facts and answer the 5W’s; who, what, where, when, and why.
This makes the press release a truly useful tool for establishing and/or building your company credibility. You’re providing valuable news and you’re backing it up with facts. That’s almost the very definition of credibility. Of course, you still have to make sure that your news and information is valuable.
Adding Credibility to Press releases
The function of a press release is to gain media and/or public attention and awareness for your news and company. In a release, you announce your news, you back it up with facts, you share quotes, and you give background about your company. All of these components of a press release are an opportunity to gain credibility.
Just the facts – taking a look at any facts in your press release, make sure they’re relevant, accurate, sourced (if you didn’t gather the facts, then where did they come from? Always cite your sources), and make sure they offer value to the reader.
Your quotes – the people you quote in your news release can boost, or hinder, your credibility. Make sure they’re relevant to the story and that their quote is accurate, trustworthy, and supports your brand message.
Your company message and background – Who you are, where you came from, and other vital information about your company helps establish you as a respected organization. Each press release should have a section that includes company background and contact information.
If you’re looking to build company credibility, look no further than your press release marketing efforts. Make sure you’re leveraging this unique form of content to build your company’s reputation. And let’s not forget that media coverage almost always boosts credibility. It gives you the social proof and authority your company needs to grow and prosper.
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