The press release – a time-honored tool to try and drum up some coverage for your organization via traditional media channels. In the days before online magazines, social media and blogs, it was the only way to try and capture the attention of the editors managing those coveted pages. Now, the rules of such coverage have changed. Do you still need a press release?
Regardless of your size or industry, your business can benefit from a well-written press release and its subsequent distribution. Let’s take a look at a few of the clear benefits to writing and distributing a press release.
The Story – not everything taking place in your organization has to be an “Oprah moment” to be newsworthy. Whether you released a new product, celebrated a revenue increase, helped out with a local charity or encountered a raccoon in the IT room, even the smallest story is newsworthy. You can use this story as an opportunity to capture more coverage, write an entertaining piece for your website or simply post for additional Web traffic.
Visibility – it’s easy to assume that operating on a daily basis and putting up a website will get you noticed. If you’re trying to reach clients outside of your geographic location, the Web is the way to do it and the press release is a great opportunity to spread the word. When you use a distribution service, your news gets posted on a number of different aggregate sites, backlinking to your site. This improves your search engine ranking and your authority on the Web, helping to establish you as an industry expert.
Coverage Spread – also known as the viral effect, when one reporter picks up your story, it’s more likely to get covered again and again on multiple publications. It may require that you reach out to specific editors to get their attention, but the result can be powerful. And, keep in mind that most major news outlets get their stories from smaller local media channels – so use what you have and what you know to reach the larger audience.
One of the most important things to keep in mind with the press release is to continue the process. Don’t just stop with one and expect great things for months or years to come. You need to produce a press release on a regular basis, pushing for the coverage you want and demonstrating that you are a consistent participant in the industry. It will pay off in the end.
If you’re ready to produce that great press release, Susan J. Campbell Copywriting Solutions can help. We’ve produced thousands of press releases for clients all over the world, helping them to generate the traffic they need to expand their revenue opportunities. To learn how we can help you, contact us today.