Press releases are a super important part of a marketing strategy. They let the public know about important news related to your company; a new product or the opening of a new store, for example. However, in a day and age when email boxes of journalists have reached their max and social media has become the most popular way, you might be wondering if press releases are still viable.
5 vital things you have to do
5 Things you must do when distributing your press release © dizain / fotolia.com In short, yes, they are. Press releases are viewed regularly, and the more people you have reading your release, the greater the change that you will gain real traction with the top journalists, reporters, bloggers and other major news influencers in your market. This, in turn, means that you will get more attention from the public at large, which translates to greater success for your business. But, how do you go about distributing your press release? Here are 5 vital things that you have to do when you distribute your next press release.
Make sure you establish what the readers will gain
It’s important that you let your readers know what they will gain from your press release. Is it something that will change their lives? Make sure that you establish exactly what your readers will gain from your press release. To do that, don’t just copy and paste emails to prospective distributors. Instead, take some time to incorporate a few key sentences that will highlight exactly what your press release is about and what your readers will gain from reading it. Your customers want to know exactly how the news you share in your press release will impact them, and your prospective distributors want to know how your press release will fit into the niche that they cover. Make sure you let them know.
Make use of visual aids
Visual aids, such as photos, videos, tables and other graphic links are more important for press releases now than they have ever been. Make sure you take the time to include some incredible visuals into your press release. A detailed and eye-catching infographic, or a collection of short videos that back up the ideas in your press release. Visual aids are valuable vehicles for offering clear, concise information in a way that is easy for your readers to consume. Plus, they will add definite interest to your press release and make it stand out from the crowd.
Speak to your audience
While it might seem like a wise idea to use technical jargon related to your industry in your press release, it’s actually not a very wise idea. If you’re in the tech industry, for example, some of your readers might be able to understand specific terms, but it’s far more likely that a majority of your readers won’t have the slightest idea of what you are talking about. Instead, make sure that you speak to your entire audience. Use language that is clear, concise and easy to understand. Skip the technical terms as much as you possibly can. If you do use them, make sure that you clearly define what they mean. Doing so will ensure that all of your readers have a firm understanding of the content presented in your press release, and that they can relate to it, too.
Take advantage of both free and paid services
There are dozens of free and paid distribution services out there. Make sure you take advantage of both types. While paid distribution services may be costly, they can help get you more attention. Why? – Because these sites tend to have strong ties to the most important players in the news industry, such as Google News, The New York Times and USA Today, for example. If your budget allows, try to take advantage of paid services; they will be well worth the investment. However, if your budget is limited and you want to control spending, free distribution services can work to your advantage, too. While they do tend to post to lower-quality sites than you might want, they will still help to get your news out in front of an audience, which is exactly what you want to do. For the best outcome, make use of both free and paid distribution services. You’ll get your message out in no time.
Post your press releases to your website
press release © dizain / fotolia.com Always, without a shadow of a doubt, post a copy of your press release to your business website. The reason? – The internet is ever-changing. There’s a good chance that if you just rely on having your press release posted on news sites and social media platforms that it will eventually disappear. By posting a copy of your release to your website, you can ensure that it will always be there, and that it will always be searchable. There’s another benefit to posting a copy of your press release to your website: those who are reading it will be able to quickly click on your product or contact pages, which means that they will be able to instantly get in touch with you.
Wrapping it Up
Press releases are just as relevant today as they were when they first came onto the PR scene some 50 years ago. In fact, they may be even more important today than ever before. They can be an excellent tool for making your business stand out from the competition, for gaining more press coverage, and for building the credibility and authority of your business in your specific industry.
In order to make sure that you get the most out of your press releases, you have to distribute them properly. If distribution isn’t done right, then even the most thoughtful, engaging and newsworthy press release probably isn’t going to get noticed, which will backfire your plans for gaining more press coverage.