Are Press Releases Still Relevant in 2022?

Although the way we consume information has changed over the years, press releases are still a valuable way to reach new and existing customers.

What are press releases?

A press release is a written or recorded communication directed at members of the news media for the purpose of announcing some ostensibly newsworthy information. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, online media, television stations or television networks.

The first modern news releases were created by Ivy Lee, the public relations counsel to Theodore Roosevelt. Ivy Lee’s agency was the first to measure the costs and outcomes of its public relations campaigns and knew that the release was one of the most effective tools in its bag. The term “press release” dates back to at least World War II with its origins in public relations and later became an accepted business tool after Ivy Lee taught its use to businesses.

In recent years many organizations now use digital tools like social media platforms such as Facebook and Twitter to deliver their releases and messages simultaneously. By utilizing standard techniques like SEO one can ensure that these releases are seen by a wider audience than just those who follow specific industry publications. While some argue that this dilutes the effectiveness of a press release others believe that it increases its reach and potential impact. Ultimately it is up to the user to decide what is best for their particular purposes.

Jessica Starman of the Forbes Business Council wrote, “Despite how distracted modern society has become due to the omnipresence of social media, press releases are still remarkably effective in terms of their ability to promote a brand or message.” 

Why are press releases important?

In the modern age of communications, it’s more important than ever to get your message out there in a clear and concise way. A press release is one of the most effective tools you can use to do just that.

A press release is a short, formal statement that gives reporters all the essential information they need to write a news story. It’s often used to announce something new or notable, such as a product launch or an important hire.

But why are press releases so important? For one thing, they help ensure that your story gets told the way you want it to be told with the key details you want to be included. A well-crafted press release can frame the narrative in a way that is favorable to your company or organization. In addition, a press release can reach a wide audience very quickly and efficiently.

In the age of social media, a well-timed news release can help to generate buzz and excitement around your brand.

In Cision’s State of the Media report from 2018, they discovered, “63% of global respondents said press releases were the preferred vehicle of news conveyance and 44% of “journalists also trust press releases the most, with 44% saying that it’s their most trustworthy source of brand-related information.”

I worked in newsrooms from 2011 until March of 2022. Press releases are a vital part of every journalist’s toolkit.

I’m going to let you in on a little media secret: we can’t read minds.

I worked for several different community newspapers and there is one thing that was the biggest challenge in each of those newsrooms. Because we were part of the communities we lived in and were a constant figure at all local events, people assumed we knew everything that was going on.

Many outlets will simply publish your press release. Although I didn’t often use press releases exactly as provided, they were a fantastic jumping-off point for an article about the company. I would reach out to the contact on the press release to get additional information such as quotes or comments about the local community or look for ways to further support the business through the newspaper.

Types of press releases

There are several different types of press releases that businesses or individuals can use to get their message out to the public.

Breaking News: These types of press releases are used to announce newsworthy events that are happening quickly. This could be to announce a road closing due to construction, breaking ground on a new project, imminent weather danger, judgments or legal decisions, etc.

Product Release: A product release press release should be more than just a sales pitch disguised as news. It should relate the newsworthiness of the product to current events, trends, or problems.

Event Announcement: If you’re hosting an event, whether it’s a grand opening, a conference, or something else entirely, you’ll want to let people know about it! An event announcement press release can help spread the word and increase attendance.

Partnerships: If your company is partnering with another organization, you’ll want to let people know about it. A press release can help build excitement and generate buzz around the partnership.

Awards: Don’t be shy about promoting your accomplishments! An awards press release can help get the word out about your business or organization’s latest honor.

Hiring New Executives: Anytime your company or organization makes a change in leadership, it’s newsworthy. A press release can help announce the new hire and provide some background information on the executive.

Research Reports: If your company or organization conducts research, a press release is a great way to share your findings with the public.

Crisis Management: No one wants to have to deal with a crisis, but if it does happen, a press release can help control the narrative. Issuing an official statement with essential details can help you get ahead of media coverage.

Certifications: If your company or organization has recently been certified, that’s newsworthy! A press release can help spread the word and build trust with potential clients and customers.

Rebranding: If your company is undergoing a rebrand, you’ll want to let people know about it. A press release can help build excitement and generate buzz around the new brand.

New location or move: Whether you’re moving your business to a new location or expanding to multiple locations, a press release can help spread the word and build excitement.

Charitable Initiatives: If your company is involved in charitable initiatives, a press release can help raise awareness and generate support for your cause.

Basically, with a good writer, just about anything can be turned into a press release.

The benefits of using press releases

1. Press releases are an affordable way to get your message out to the media.

By clearly articulating the newsworthy aspects of your story, you stand a better chance of getting picked up by news outlets. In addition, many media organizations have an online submission process for press releases, making it easy to get your message out there.

2. Press releases help you build relationships with the media.

According to Cision, “A press release can be an excellent way to start a dialogue with a reporter. Journalists are inundated with dozens – sometimes hundreds – of irrelevant pitches and press releases each week. If you’re reaching out to a reporter with a well-written press release that is relevant to their industry or beat, they will take notice and appreciate it. Even if they can’t cover the topic or product your press release relates to this time, they are more likely to work with you in the future because you’ve established that credibility.”

3. Press releases increase customer engagement.

With the rise of digital distribution, your press release can reach a much wider audience than ever before, which increases awareness of your product or service. Press releases today are more than just words on paper. They are a multimedia experience with photos and video. They can also increase social engagement with links to your social media accounts.

4. Press releases establish your credibility.

According to Newswire.com, “You basically stick to the facts and answer the 5W’s; who, what, where, when, and why. This makes the press release a truly useful tool for establishing and/or building your company credibility. You’re providing valuable news and you’re backing it up with facts. That’s almost the very definition of credibility.” 

Press releases provide social proof and authority in a message format where you control the narrative.

5. Press releases help build SEO traffic.

A press release that uses SEO-optimization tactics can easily be repurposed as a blog post or website article that will rank high in Google search results. If you don’t have a blog or news section on your website for content marketing, you are missing out on a valuable opportunity to reach new customers and attract new leads. Since the focus was originally published for media coverage, some small tweaks to the form or providing additional info that wouldn’t be relevant in an announcement can be added to create a page for your website that will continue to draw traffic through.

Snippets from the press release can also be repurposed as social media posts.

How do you write a press release?

There are certain elements that should be included in all press releases, such as the dateline, headline, and contact information. The body of the press release should be clear and concise, and it should tell the story in an objective manner. In addition, most press releases contain quotes from key people involved in the story. These quotes can add valuable context and provide insight into the thinking behind the event or product.

When writing a press release, it is important to keep in mind that journalists are busy people with strict deadlines. As such, a press release should be easy to read and free of any errors. This means that it is often best to keep the language simple and straightforward. In addition, it is important to follow the conventions of standard grammar and punctuation.

But crafting a great press release isn’t just about the information included. It’s also about structuring your brand story in the way you want it presented.

Tips for writing a successful press release

A press release is a great way to promote your company or product. However, there are a few things to keep in mind to ensure that your press release is successful.

• Make sure that the release is newsworthy. This means that it should be timely and relevant to your audience.

• Keep the release short and to the point. Include only the most essential information and avoid unnecessarily long paragraphs.

• Be sure to proofread the release carefully before sending it out. Typos and grammatical errors can reflect poorly on your company or product.

• Make sure to distribute the release to the appropriate media outlets.

Mistakes to avoid when writing a press release

Writing a press release can be an important part of promoting your business or event. However, there are some common mistakes that you should avoid if you want your press release to be effective.

• Don’t try to sell something in the press release. A press release is not an advertisement, and including a sales pitch will only turn off readers.

• Don’t make the press release too long. Most people have short attention spans, and they are unlikely to read a press release that is several pages long. Instead, try to keep your press release to one or two pages at most.

• Avoid using jargon or technical terms in your press release. Use language that is simple and easy to understand so that everyone who reads it will be able to follow what you are saying.

When should you distribute a press release?

When it comes to distributing a press release, timing is everything. Ideally, the press release should be sent out in advance of the event or launch date in order to generate interest and build anticipation. However, it is also important to ensure that the press release reaches its intended audience. For this reason, it is often advisable to work with a professional public relations firm that can ensure that the press release is distributed to the right media outlets.

How are press releases distributed?

Some PR firms will use a distribution service. This approach reaches a large audience that might be interested in your story. Press releases are distributed based on location and subject to ensure the widest reach for your press release.

Another common method for distributing a press release is to send it directly to journalists and bloggers who cover stories in your industry or to potential investors and companies to gain interest in your product or service.

While some PR pros will offer a full suite of services, others offer an a la carte menu of options. Find the Write Way offers press release writing, pitch writing, company and personal bio writing to include with the release, and press wire distribution.

What is a pitch letter and when would I use one?

A pitch letter is a letter used to pitch something. In business, a pitch letter is often used to sell an idea, product, or service. The letter should be well written and persuasive, providing the recipient with enough information to want to learn more about what you’re offering.

For example, if you’re pitching a new product, you might talk about its features and benefits, how it’s different from other products on the market, and why you think it would be successful.

A pitch letter can also be used to pitch yourself, such as when you’re applying for a job or seeking funding for a project. In this case, you would highlight your skills and experience and explain why you’re the best person for the job or the best choice to invest in. Whether you’re pitching an idea or yourself, a pitch letter can be a helpful tool in getting your foot in the door.

When should I include a pitch letter with my press release?

When it comes to press releases, a pitch letter can be useful when distributing to your own email list or through targeted distribution to specific outlets to introduce the topic and encourage the recipient to read the press release as well as offer interviews, review samples, guest posts, or any number of enticing benefits for the reader.

Pitch letters can also be used to address potential investors to ask for scheduling a call or for charitable initiatives to let people know how they can help with the cause.

A press release is a great way to get the word out about your product, event, or service. It can also be used to pitch an idea or sell yourself. However, it is important to keep in mind that a press release is not a magic bullet. It takes time and effort to write a good press release, and even more time and effort to ensure that it reaches its intended audience. If you’re not willing to put in the work, then a press release is not likely to be effective.

Conclusion

On the other hand, if you’re willing to put in the effort, a press release can be a great way to generate interest and build anticipation for your product or service. Sending out press releases with a regular cadence can keep consumers up-to-date with the most important information about your company. So, if you’re looking for a way to get the word out there, a press release might be just what you need.

Find the Write Way has written thousands of successful press releases. Contact us today and let us know how we can help you get the word out!