The word on the street is: press releases are so 2001. Before we all started hanging out on Facebook, blogs and Google+ Hangouts, companies and PR agencies would send out press releases via email or even snail mail to announce the latest and greatest news to the press.
So, why are we still bothering writing and sending out press releases today when journalists can follow our brands on Twitter, visit our businesses’ websites and see our product images on Instagram.
May I propose 3 reasons on why you want to consider using news releases for your rebel communications approach?
1. News releases help you build and maintain brand awareness.
Distributing your news release on a commercial newswire [PRWeb is a good one] is still a good way to get more eyes on your release than you could on your own blog – especially when you’re just starting out. Most newswire services have an excellent syndication network which means your news could appear across a dozen or so sites. Make sure to format your release properly.
And for those who suggest that journalists don’t read press releases any more, I say nonsense. Reporters may have also turned to social media for story ideas, but there are still a great number of journalists who look at opt-in newswire press releases in their email inbox. A nice added bonus for using a news distribution service: you can expand your audience beyond just media people and directly reach consumers, other businesses, or potential investors.
2. News releases help you improve your PageRank and increase online visibility.
For SEO purposes, a press release submitted via a well known newswire will give you better leverage with Google than your own blog because their page rank is higher than your site. So you get link juice from a higher authority.
And what if you want to publish your release on your blog in addition to distributing it over the wire?
Glad you asked. Laura Lippay, CEO at the US division of digital marketing agency SEOgadget, recommends this: “When Google encounters duplicates of the same content on the web, it will try to determine which one was the original source, and rank that original source when someone searches for something that would bring that up. Signs of an original source may be things like the first to publish (date on the piece, date/time Google discovered it), popularity of the piece (which one are people going to, linking to, etc).
What you should do, is publish the news release on your site first. Then distribute it. Make sure there is at least one link in the distributed piece back to your website, or even better, back to the same piece or same area on your website. You won’t get penalized for duplication of content; you just have more to compete against.”
3. News releases make your business look legit [and make you feel good].
It’s true. Every business – big or small, established or brand new – wants to be recognized for what they do. Press releases add to your company’s reputation and show that your company is keeping busy. Who wants a company that looks like sleeping beauty?
I also found that owners of newly founded businesses benefit from the process of writing news releases: the writing process alone helps with getting clear on your message. A well-written release showcasing your accomplishments makes you feel proud. [Yes, you’re allowed to give yourself a pat on the back. Do it, now!]
A Word of Advice:
Newswires have their place, but they’re not the magic bullet that will get you media coverage. As I tell my clients, it’s not the press release or newswire that’ll get you the coverage. It’s the legwork. And honestly, there’s no shortcut for establishing good relationships with media people, writing kick-ass pitches, and getting your story angle right.
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photo credit: Olivander via photopin cc
