If you’re running a small business and thinking if press release distributions still work, I have a good word for you. Press releases still work, and you must consider sending them out regularly for several reasons.
Content marketing is gradually taking over old-fashioned marketing techniques. It has become so powerful that businesses have to incorporate that into their marketing strategies. And when we talk of content marketing, we can’t ignore press release distribution.
Unlike other pieces of content, press releases are authentic in-house stories. These stories will tell readers a lot about the company. In return, readers start taking interest and may follow the company’s footprint.
In this post, I’ll tell you some reasons to consider sending them out: essential elements of press releases, tips to craft effective PR content, and maximizing ROI with solid press release content. But first, let me define the term.
What is a Press Release?
A press release is any newsworthy content in written or recorded form distributed for media personnel and other related individuals/bodies. Wikipedia further explains:
“Press releases are also considered a primary source, meaning they are original sources for information.”
The core purpose of rolling out press releases is information sharing. But it goes beyond that. I’ll share these elements in the next section.
Why Must Small Businesses Consider Press Release Distributions?
Besides sharing information, press release distribution will also help in brand awareness. Any newsworthy content leaving your desk means readers will know your business. That in turn helps in generating more business revenue.
Of the many reasons, some of the core reasons for distributing press releases include:
It Helps Brand Awareness
Brand awareness is essential for every business. It’s the only way people will come to you and buy your products/services. Hence, helping businesses generate higher profits.
When you roll out a press release to uplift your company’s brand, make sure to include the basic 5Ws – who, what, when, where, and why. Write news targeting the right audience, identify what and when to tell, why it would be helpful for readers, and where you must spread the word.
Once the news is out and media representatives start sharing that on various channels, you’ll get new traffic. That is another goal of sending out press releases.
Unlike other forms of content, press releases are fresh and valuable pieces. Media representatives like what they read or hear and then reshare the word on different channels. That will ensure a much wider audience. And when the news is out in the mass, you can undoubtedly get a lot of traffic to your company’s website and business.
It Helps Establish Relationships with Journalists
Building relationships with journalists is another goal of press release distributions. You might ask, “why do I need relationships with journalists?” To answer that, let me create a case for you.
Imagine you recently established a financial blog. You aim to write news for interested readers. You created a marketing plan to write news, blogs, guest posts, market the content on social media channels, and send newsletters to subscribers. This plan will generate good traffic. But you need more than that. You also need to target established journalists with huge followers. For that, you need a press release.
Being official announcements, press releases are newsworthy for journalists. When you send noteworthy content to these media persons, they’ll iterate their whole process and spread the word with the untouched world. That’ll get you to the top, and you’ll quickly beat up your competitors who aren’t targeting these established publishers.
It Establishes Credibility
People prefer buying from trusted sources. Small startups find it difficult to build trust. Press releases help such businesses build trust and attract buyers.
When you roll out every valuable detail about the company, people trust you. And when they trust you, they’ll help you grow.
It Keeps Clients Updated
Press releases are pieces of news. These keep your target audience updated. That’s also the core of rolling out press releases – sharing newsworthy stories. Outdated news is no news at all.
It Boosts Your Revenue
Every business looks for higher revenue. Press releases will do everything that would help increase revenue. Press release distributions do the same thing.
Once the word is out and people start learning about you, they’ll certainly start trusting you and will help you generate more leads, uplifting your company’s financial stability.
It Helps You Compete with Your Competitor
Looking from a distance, the only goal we see for a business is generating profits. That isn’t entirely true, although it’s still the primary purpose of any business.
Whenever you share newsworthy content with your targeted audience, you’re placing your business in the limelight, letting others forget your competition.
Always look for any valuable content and share it with the world so you can stay ahead of your competitors.
Essential Elements of a Press Release
Do you know what the essential items of a standard press release are? If not, you’ll get to know those here.
Here are 6 critical elements of press releases that you must not miss.
- Logo: Add your company logo above the distributing content. It will build trust and help readers know your business.
- Title & subtitle: A title is a must part of any press release. It should be short and straightforward and must convey the news theme. We also suggest using action verbs while writing a title. A subtitle is an optional element and can be left out. Adding it would do more good than bad. The subtitle can go a little longer than the title but must follow the same rules for the titles.
- Dateline: The next thing is writing the dateline and the source location.
- Intro: After adding a clear and eye-grabbing title, the focus shifts to the introduction. Write a clear and short introductory paragraph. It must call the right audience and tell what the content is about.
- Body: As a blog, the press release’s body is where you brief everything related to the core content. Add some facts and figures. You can also add a quote or two supporting your press release.
- Boilerplate: This is where press release writers usually end the content. It’s the section where you tell a bit about your business and tell the reader where they must go next – it could be a section where you may add your CTA.
Crafting an Effective Press Release
Writing a press release isn’t that tough. You need a few tips to create the best content and repeat those guidelines in the next PR.
Here are some of our primary tips for creating eye-catchy PR content:
Find Newsworthy Content
You can’t send out irrelevant or wrong content as a PR. You need to have unique content to share with your target audience.
Here are some common ideas to write your next story:
- Funding press releases – when your company generates new funds.
- Product/service press release – Share it with the audience when you launch a new product or service.
- Event press releases – having an annual corporate event? Share the news with your audience via a PR.
- Charity press release – if your business has raised funds for a charity, share it with the masses via a press release.
- Hiring press release – not every hiring member could become news. Generally, a C-level employee is the one getting noticed.
Start with the End Goal
What’s the purpose of your PR? Is it to generate revenue or simply share information? Whatever the goal is, write accordingly and address the related audience.
Write an Eye-catchy Title
A title is a must part of any PR, and it must be written after solid analysis. Try to keep the title short, meaningful, and straightforward. Moreover, use action verbs to make them more valuable.
While writing the first few lines, make sure you add the relevant keyword or keyphrase. Keep the intro small, telling the crucial points and addressing the correct audience.
End with a Solid CTA
Ending your PR with a strong CTA will help your content do the magic. Try adding a few CTAs or conclusion that is again engaging and powerful.
Distributing a Press Release for Maximum ROI
Maximizing ROI with press release distributions can be achieved in two ways:
- Acquiring press release distribution services
- Building relationships with journalists.
Acquiring Press Release Distribution Services
The easiest way to maximize ROI is by choosing a press release distribution services company. These companies have a strong distribution network and will send the press release in bulk to several platforms in one go.
Building Relationships with Journalists
Building relationships with journalists is another way to distribute PRs and maximize returns. It requires effort to find media representatives, read their PR publishing guidelines, send PRs, and follow-ups. It’s usually a one-time effort. Once you’re through with that, you don’t have to do the tough job again and again.
Press releases still work well in 2022. It helps businesses generate traffic, revenue, and build customer trust. Not to mention, it keeps the stakeholders up to date. And for all those reasons, you need to frequently distribute press releases.