Why Press Releases Are More Important Than Ever

Press releases are more important than ever for a number of reasons. While it is true that press releases are no longer counted as highly by Google in their search engine optimization (SEO) formula, press releases can still be an effective way to connect with media representatives if you learn the rules of the game and apply them to every press release you send out.


The statistics

There are millions of press releases on the Internet already. Estimate show about 300 new ones is released every day. It can be easy to become defeatist and ask why you’re bothering with press releases at all. The truth is that about 99% of the press releases being sent out are not done correctly. This gives you the perfect opportunity to market your business effectively if you take the time to learn what makes a good press release and practice writing them until you start getting media pick-ups regularly.

Be helpful rather than promotional

It can be tough to rise above all the noise of so many press release coming out, but the truth is yours will stand out if it contains real news and information that will be helpful to journalists and their readers. Most press releases are sales letters in disguise. Sure, you want to boost sales, but a press release has to contain information with a wide public appeal. Think infomercial rather than TV ad and you will be able to start writing winning press releases.

You have to be in it to win it

Press releases are also more important than ever because you want to be on a level playing field with your competitors. If they are all running press releases, you should too. Even if their press releases are bad, all it takes is one pick-up from the media to garner them lots of free publicity. Therefore, even though your chances might be small of getting a pick-up, you have no chance at all if you don’t send out a press release.

As with advertising, a “one and done” approach will never work. The effect on your brand and traffic to your site will be cumulative, with each press release putting your name in front of more and more people and getting the media to recognize who you are and what you do.

Making the most of the social media

Those on social media don’t want to be sold to, they want to socialize. They will rarely share an ad but they will often share an interesting news item. Write great press releases and you should get shares from your target audience. Also be sure to share your press releases in groups on Facebook and elsewhere that are related to your niche or industry.

Make them newsworthy, but “evergreen”

A press release is usually supposed to announce something new and newsworthy, but it can quickly become old news unless you adopt a strategy of making the content evergreen. This means it will keep its interest in the eyes of readers long after it has been published.

For example, something about your store having the latest accessories for the iPhone 4s might have been of interest when they were first released, but now that we are up to iPhone 7, this would be old news. However, releasing a guide on how to take the best photos with your iPhone, or choose the best apps, or extend your battery life, are the kinds of things iPhone users would be interested in months or even years after the initial press release.

Press releases are more important than ever for traffic, branding, and stature in your niche or industry. Create a steady stream of helpful, evergreen press releases and you should soon stand out from the press release crowd.

Call us today to speak to one of our PR specialists: 1-800-713-7278

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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