In the modern era of digital communication, press releases have undoubtedly been some of the most effective public relations tools of the last century. Even when considering the proliferation of social media platforms in this digital world, the press release business remains a thriving pillar of success and is featured in almost every communication strategy.

However, what explains this enduring popularity?

When properly crafted and distributed, a press release can significantly increase brand visibility, generate media coverage, and boost sales. Let’s take a closer look at why press releases are important.

 

What is a press release?

A press release is a short, engaging news story crafted to grab journalists' attention. It could include important information for a company's customers, such as a new product or service, or breaking news about a business, such as a time-bound event announcement or an award.

The format of the press release may fluctuate — some create videos, while others stick to articles — but a press release almost always follows a journalistic style, meaning all key information answers the main questions — “who, what, where, when, and why.”

What are press releases used for? The short answer is that they are one of the most effective ways of communicating new information to a broad audience, and can be used by a business, a charity, a government organization, or even a school as a cost-effective way to publicize their work. 

 

Why press releases are important

There are several benefits of press releases that remain popular among marketing and communications teams.

1. Affordability

Press releases are more cost-effective when compared to other forms of traditional advertising. This is especially important for new business owners, who may not have the budget to compete with more established companies.

2. Brand visibility

Another obvious benefit of a well-crafted PR release is that it helps companies generate awareness and customer engagement about their product or service. Not every brand starts out with a loyal customer base, but with the help of creative press releases, a business can build a strong clientele.

3. Local and global reach

Press releases can and should be distributed among several channels, depending on the audience you want to specifically target. This multi-channel distribution is often split between several local and global audiences, offering you the best of both worlds. 

4. Authenticity and credibility

One of the most frequently asked questions by marketing teams includes: is a press release a reliable source? The answer depends on how well it is crafted. 

A blatant attempt at publicizing a company without substance may go unnoticed by most journalists, but when a press release ticks all the boxes, it is viewed as one of the most trusted sources of information by readers.

5. Media relationships

Besides building up your credibility with clients, an effective press release helps you build and maintain relationships with journalists and media companies. 

6. SEO traffic generation

A search engine optimized press release can increase online visibility and boost your chances of generating SEO traffic. A well-written press release that doesn’t spam links or stuff keywords can earn you quality backlinks from reputable sources and improve your ranking on Google.

7. Crisis and reputation management

The reason why a press release remains such a vital PR tool is that it helps companies control their own narrative. It is useful to counter negative publicity and promote a positive brand image. Similarly, a crisis management press release can address any internal issues a company may have by issuing an apology when necessary or clarifying any incorrect information. 

8. Establish industry authority

Along with improving credibility among customers, a company can also rely on press releases to enhance their reputation within the industry. By sharing insights or useful expertise, a release can help a company establish leadership.

9. Lead generation

When benefits among the likes of brand awareness, credibility, and SEO traffic generation come together, lead generation is always a natural result. Consumers tend to tire of the relentless marketing pushes they are constantly subjected to, and with its honest and unbiased approach, a press release is more likely to appeal to even the most discerning readers.

Apart from these main advantages, we’ve also noticed that the benefits of press releases can also extend to: 

  • Employee engagement: A successful press release that successfully establishes a company’s positive image also impacts internal employee engagement and satisfaction. 

  • Longevity: Most paid advertisements last only as long as you keep paying for them. A press release that a news organization picks up, especially those published online, will have a much longer lifespan. 

When you should consider a press release

Now that we’ve answered questions such as does a press release help SEO and are press releases still relevant, it’s time to understand what exactly makes for a newsworthy occasion. 

Announcing milestones

Organizations or brands that have recently accomplished something significant should consider organizing a press release. Examples of accomplishments include expansions, receiving an award, or simply celebrating an anniversary. 

Product launches

Another useful occasion to distribute a press release is to generate new product PR. Since most releases are written in a journalistic style, it is an effective way to let customers learn more about the product or service and why they should consider buying it.  

Shareholder communication

Larger companies can use a press release to update their shareholders on the latest information - this could include financial reports, performance updates, or any strategic decisions they plan to make. As mentioned earlier, an effective press release should do more than just promote a company — it should be of substantial value as well. This is one of the best examples of achieving this goal.

Event promotion

Whether you’re planning a live or virtual event, an event press release is an effective way to attract media attention. This, in turn, allows you to reach out to prospective participants, attendees, or ticket buyers.   

Partnership announcements

When a company partners with another, a press release can offer the community more details about what this entails — what each company brings to the table and how this partnership will affect the customers and sector in general. 

How to measure the impact of a press release

Do press releases work?

When answering this question, remember that of course, once a press release has been submitted to various content distribution channels, you will still need to track its progress. Several different metrics help in measuring press release success. 

  • Media pickups: As you’d imagine, one of the key metrics when measuring a press release is tracking how many media outlets publish it. This information can tell you a lot about how to tweak future releases to be more effective. 

  • Website traffic spikes: A sudden rise in traffic on your landing page can signify success. 

  • Social media engagement: An effective press release should also result in likes and comments when published on social media. 

  • Online mentions: Several online tools — some of which are free — allow you to track mentions across platforms. Online mentions are one of the best indicators that a release is performing well. 

How to craft an effective press release

We’ve mentioned that a well-written release can have several benefits - the challenge is thus getting the wording right before hitting send. Here are some tips to keep in mind for maximum press release impact. 

  • Write a clear headline that grabs attention

  • Provide essential information at the top 

  • Avoid unnecessary industry-specific jargon

  • Avoid pushing audiences or using sales terms. The goal should be to give out information that matters to readers

  • Be unbiased. A good journalist will always be able to identify any baseless claims

  • Offer valuable context without confusing the reader. 

  • Add in a social media-friendly quote.  

How to target the right audience

The best way to guarantee the publishing of a press release is by sending it to relevant news outlets and journalists. 

Most PR companies generally compile media lists to identify and target the right audience. These documents contain contact information for journalists, bloggers, influencers, etc., all categorized according to their area of expertise.

The same holds for pitching your press release. Personalized pitches — depending on the interests of the journalist or media company — are more effective than sending out mass cold emails. 

Canada Newswire provides a complimentary Visibility Report with each press release it distributes, allowing you to assess the success of your press release. Canada Newswire’s exclusive tracking technology gauges the readership and engagement of your news among media outlets, organizations, and end audiences. These Visibility Reports offer cutting-edge analytics and a wide range of data, providing an unparalleled way to gauge the effectiveness of your earned media endeavours compared to other newswires.

Conclusion

Despite living in a digital age where information is consumed and distributed 24/7 on social media platforms, PR companies still swear by press releases, as they play a crucial role in crisis management, help promote product launches, and are the most credible way to make industry announcements. 

The only challenge is getting it right. 

If you haven’t already, consider adding press releases to your PR arsenal. If you need further assistance in reaching targets or understanding press release platforms or distribution channels, contact our Canada Newswire team today. We’re here for you, and happy to help!