Why Press Releases Will Continue To Be Effective
While much has been said about the importance of SEO, social media, and other digital marketing strategies, press releases remain one of the most effective ways to get your company’s news into the public eye. Press releases are a powerful way to distribute information about an important development at your company, and can also earn you valuable links and mentions in high-authority publications.
Press releases are a powerful marketing tool that enables you to capture your customers’ attention and get them talking about your brand or product. For this reason, they are a great way to generate interest in your company or business.
The purpose of a press release
A press release is a piece of marketing material used to communicate news. It’s a great way to get your company or your client’s brand in the news to attract new customers. A great press release has a simple format, is easy to read, and is clear about what’s being announced and why it’s important. A news story will grab people’s attention. A news story is interesting but it doesn’t paint the whole picture and if there’s more to the story than what made it on the front page, the news media will find it. A good press release does just that to add more context and understanding of your brand or business to the broader audience. A good press release communicates information in a way the news media understands. The release shouldn’t be overly long as news stories are short on space. Journalists want to be able to read a story and understand it quickly. A release can be quite intimidating at first. Journalists will automatically make a phone call or send an email to get clarification on a statement. The last thing you want as a new digital marketing client is more bad news than good. Even seasoned journalists will have a hard time following through a press release unless it comes directly from the company. To help you, we spoke with Ryland Thomas, a marketing director, and former content manager for digital advertising in Australia and New Zealand for some tips that will make your first release easier to process. “It’s my view that release-writing by freelance writers is superior to press releases by traditional (non-press) media companies for a few big reasons. Firstly the best quality releases tend to be written by freelance writers who already have some experience in making press releases. Second, an employee of a PR company has limited knowledge of your product or industry. A freelance writer has an understanding of the product, pricing, research, etc, and is likely to be able to answer any (or all) of your questions as quickly as your (PR) company can.
Why press releases will continue to be effective in 2021
Press releases have been around for decades, and I don’t see that changing. It’s the most effective way to get your business, product, or service in front of journalists and other influencers. It’s also a great way to build links back to your website and other social media accounts. Let’s go through each of the main reasons why a press release will make for a winning strategy. The U.S. National Institute of Health (NIH) states that every 600 seconds, a person in the United States receives a new medical diagnosis, thus a staggering 44,000 new diagnoses occur every day in the United States. An estimated 25% of these new diagnoses go undetected. Not only is there a major public health issue, but there is also a serious economic issue to consider when handling a crisis of this magnitude. There are approximately seven people that die from COVID-19 each day in the United States. Statistically, about 90% of COVID-19 cases are preventable. COVID-19 has also generated a lot of media. Early estimates were that as many as 22 million people in the United States had become infected, but the current estimate is 14.1 million and said to be poised to go over 20 million by the end of the year. The CDC states that “more than half of the COVID-19 cases and nearly two-thirds of death certificates in the United States have been sent to an infectious disease specialist for review.” So, there has been a lot of attention paid to the COVID-19 pandemic and the significant impact it’s having on society. More than 12,000 schools across the US have closed, with the majority of them opting to send their students home for the holidays. There are also concerns about the potential spread of COVID-19 to industries that can directly impact brands. As COVID-19 grows and impacts more industries, it’s important to be prepared for how it’ll affect your marketing strategy. Press releases are a simple form of communication that can help with managing both the PR and the PR strategy.
What makes a good press release
A good press release is written for journalists, not for search engines. Journalists don’t care how many keywords are in your press release. They care about what’s relevant to their readers. So make sure you include the “who, what, where, why, when, and how” of your story. So what’s the best way to do a press release? Start with the basics — what impact will your release have on your audience and how can your story be used to improve it? Making your release free to read and share will ensure that you get a fair shake when you pitch your story to journalists. Journalists will want to know what impact your release has had on your readers and be able to back up this claim with facts. Even if it seems that your release is targeted at journalists, there is more to it than that. Send out your release so that it can reach any journalist or web app that has an audience of people that you know and can create a bond with. Make your release interactive by including a call to action in the body of your press release like “click here” or “check out the blog post.” Having links back to your original blog post or landing page in your release will help you build a rapport with journalists when they do their research on your story. Works wonders for creating curiosity and getting your story noticed. Linking is particularly important for stories that can answer a common question or can help answer a mystery. One of the main reasons why bloggers and social media users hang on to press releases is because it’s free marketing. Traditional marketing is expensive and you’re better off spending that money on marketing your company directly. Because it’s free, the people you’re targeting will be likely to give your product a try. A press release can be used for anything you would normally do as a business.
Tips for writing an effective press release
A well-written press release can get your company a lot of attention and help you grow your business. To write an effective press release, follow these tips: 1) write a compelling headline. Your headline will be what gets the attention of your readers and gives them a reason to continue reading your release. 2) write a succinct and clear introduction. Your introduction needs to convince the journalist why your company is relevant. 3) use the “Yet…” statement. Use the “Yet” statement in your release to provide additional facts that were not mentioned in the main text. This information can help support your case and provide you with additional credibility. Readers of your press release will be able to tell right away if it’s worth paying for. A good headline, succinct introduction, and an actionable message are all you need for a solid press release. Your company can add a lot of value to consumers, small business owners, or anybody who needs news quickly. Press releases are an effective way to expand your reach and grow your following on social media without spending a large amount of money. As icing on the cake, having a creative image included with your release can help your company rise to the top of search results. Your team may have access to stock photos and other unbranded images, but adding a creative piece of imagery can help your press release stand out from the crowd. Images can be used strategically in your copy and they can also be used as a promotional image for your products. As a writer, this is a perfect opportunity to add a level of eloquence to your writing and connect with your audience. Sophia King is a full-time digital marketing consultant and the writer behind the blog Pixel Hacking. She received her Bachelor of Science in Business Analytics from Florida International University and is currently pursuing a Master of Science in Digital Marketing at Reed College.
Things to avoid when writing a press release
Avoid these common mistakes when writing a press release: 1) Avoid the common mistake of writing a press release that’s a sales pitch for your product or service. Journalists and media professionals are used to these kinds of pitches, so you need to do something special to get their attention and to get them to cover what you’re sending them. Here are a few tips: and 2) Ensure you have something valuable to say and not just a fancy-sounding statement that gives the appearance that your company stands for something. How can a press release become an effective tool to position you or your company for coverage? It all starts by ensuring what you put out controls what you get covered. Think of press releases as a pressure release. You need to put out a statement that captures a specific event in time, but in addition to that statement, you need to release information or other pieces of information that tell reporters what to cover. “Keep it simple, stupid” is something you don’t want to read, even if it’s a simple email. Similarly, when you’re sending out a press release, make sure it’s focused and focused coverage. Your release needs to tell the reporters what matters to your company and yes, there will be times that you won’t be able to precisely say “this is what our company is going to do,” but such is the nature of press releases. And you need to get your narrative across clearly, to dead center the attention of the reporter. Don’t put too much information in your release. Your final release should only include the most important information from your press release. For example, probably only the most recent project your company is involved in and maybe a piece of short biographic information about the reporter. Also, try and refrain from using the reporter’s name more than once. Gender can play a large role in how news media covers your company. Therefore, it’s best to make sure your release includes both male and female voices.
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