Why You Should Send A Press Release In 2018
If you’re a new marketer or business owner or have been avoiding sending out press releases, it’s time to start mastering this important marketing method. The year is racing by, so it’s time to decide to send out a press release in 2018. Why? Because a press release offers so many benefits and can be one of the most effective marketing tools if you learn how to write a good release.
What is a press release?
A press release is a form of public relations which is designed for journalists and other media representatives as an official statement about something important and newsworthy related to the company. The point of issuing a press release is to put the story “on the record” and provide the exact details you wish everyone to know. In terms of press releases used for marketing purposes, you will convey something truly newsworthy, such as:
- A new product launch
- A live event you will be hosting
- A new product line
- An important staffing change, such as a new CEO
And so on.
It will contain the most important facts about the story, commonly referred to as the 5Ws of journalism:
and any other important information that will allow a busy journalist the chance to write their own column quickly and easily.
The goal of issuing a press release is to get journalists to pick up the story and pass it along to their readers, which will give you the chance to connect with people who might not know your company and products exist, but can really use them.
What are the benefits of a press release?
There are several key benefits to issuing press releases.
- Instant exposure
If you use a free or a paid press release distribution service, your release will be circulated widely, for instant brand exposure. It is one of the fastest ways to spread the word about your business without spending hours trying, or breaking the bank.
- It offers quality content and news people can use
Your press release should not be all about your business, but about what it can offer your target audience. Make sure there is real value in taking the time to read it and genuine news they will be interested in hearing.
- It gives people a reason to visit your site
Letting people know what is new and giving a call to action will stimulate traffic because readers who are interested will go to your URL to learn more, giving you a good bump in traffic and the chance for them to visit more pages as they look around the site.
- It builds trust and authority
The more press releases you issue, the more your business starts to look like one that is worth paying attention to. The more it looks like it is worth paying attention to, the more of an expert you will appear. If you consistently produce high-quality press releases that are genuinely newsworthy, journalists and other media representatives will see you as a trustworthy source worth giving media pickups to.
- Can boost sales
If you are launching a new product or product line, media pickups can get your sales off to a great start. People can’t buy products from you if they don’t know that you or the product exist.
- Can improve your search engine optimization, for more free traffic
Publishing the press release at your site and getting pickups will give you more visibility with the search engines and more free traffic. Use keywords in the press release that you wish to rank highly on.
- Adds an additional marketing channel to your mix
Issuing a press release gives you the chance to access a whole new marketing channel in addition to your email marketing, social media activities, and so on.
If you are not already using press releases as part of your marketing mix, it’s time to master this type of public relations communication and see what a difference it can make to your business.