What many business owners don’t realize is that the press release isn’t dead. Far from it. Yes, the reasons for publishing press releases have changed. There was a short period of time where the press release was all about boosting SEO (search engine optimization).
That’s no longer the case, and it can be reasonably argued that the press release is now back to its original intention – that is to share news about your company with your audience and with media outlets. If you have a story to share, a new product, new research, or an announcement, then the press release should be your go-to content format.
What is Distribution?
Quite simply, distribution is the act of putting your press release into the hands of readers. It used to be a process of mailing or faxing your press release to newspapers, magazines, and television media outlets. That was before the internet and services that make distribution streamlined and much more effective.
Today, press release distribution generally means utilizing a service that sends your press release to bloggers, social media sites, and to major and minor news media outlets including magazines, newspapers, online news sites, and television stations.
Beyond Writing the Release
Okay, so let’s say you have a big product launch coming up. Great! You write a press release. Now what? What do you do with the release? You could publish it on your website, send it to your email list, and to the local newspaper.
All those steps and outlets are recommended. However, if you don’t use a distribution service, then you’re missing out on the power of today’s press release. Using even the most basic features and functions of a press release distribution service gives you:
Reach – With a press release distribution service that distributes your release to your chosen media outlets, you have the ability to reach a much wider audience. You’ll get more reads for your release and, generally speaking, a better click-through rate and higher conversions.
Major Media Outlets – You may have access to some local media representatives and, if you do, then you should send them your release personally. However, a distribution service can send your release to many, if not all, of the major media outlets worldwide.
Analytics – A good distribution service will offer reporting that tells you how many people read your release, shared it on their website, linked to it, and even who clicked through. This information is invaluable.
This is what basic distribution service can offer. If you step it up, you can get editing, social media features and distribution, and a whole lot more. If you’re new to writing and issuing press releases, don’t overlook the power of press release distribution.