PR media coverage is often seen as a luxury that only the biggest brands can afford, but this simply isn’t true. Mid-size brands can get great PR media coverage if they have the right strategy in place. Press releases offer a variety of benefits for businesses of all sizes.
A press release can be a powerful tool to generate buzz and awareness for your business, but it’s ineffective. However, when used as part of a larger content marketing strategy, a press release can help you create dynamic multi-channel coverage that will continue generating leads long after the initial release.
Here are a few benefits of using a press release as part of your marketing mix.
1. Establish a relationship with the media.
A press release is one way to establish and maintain relationships with members of the media. By sending a press release to members of the media, you are letting them know that you exist and that you are available to answer their questions or provide additional information if needed. In turn, members of the media are more likely to remember you when they are working on a story that is relevant to your area of expertise.
Control the narrative.
When you send out a press release, you’re in control of the message being communicated, allowing you to put your spin on the story. This is important because it allows you to compose the perfect message for your target audience. You can also use press releases to proactively manage any negative publicity by getting ahead of the story and controlling the narrative before it gets out of hand.
Communicate directly with your audience.
Press releases offer a great opportunity to communicate directly with your audience without going through the filter of the media. This is especially useful if you want to share something that isn’t necessarily newsworthy but is still important for your audience to know about. For example, launching a new product can use a press release to generate buzz and excitement among your target market.
2. Promote business credibility.
A press release can help promote your business credentials by showcasing your industry knowledge and expertise. If you are able to station yourself as an authority in your industry, you will be more likely to win new customers and clients.
Expand Brand Awareness
A well-written press release can help increase brand awareness for your business. If you are able to get your press release distributed through a reputable news outlet, you will reach a larger audience and improve the chances that people will remember your brand name.
Take advantage of relative affordability.
Press releases are relatively affordable compared to other marketing tools. Additionally, a press release has the potential to reach a large audience without requiring a significant upfront investment.
Longevity
Additionally, once a press release is published, it has the potential to remain online indefinitely, which means it can continue generating leads and promoting your brand long after the initial investment has been made
3. Build SEO Traffic
By including relevant keywords and links back to your website, a well-crafted press release can help boost your website’s ranking in search results. In addition, press releases can proliferate the number of backlinks to your website.
Boost Visibility.
One of the main benefits of press releases is that they can help boost the visibility of your website. When you issue a press release, it’s distributed to various news outlets and media organizations. If your press release is picked up, it will be seen by a wider audience, leading to more traffic to your website.
Generate More Leads.
Press releases can also be used to generate more leads for your business. By including a call-to-action (CTA) in your press release, you can encourage readers to visit your website or sign up for your email list. In addition, providing additional resources such as an eBook or white paper can also help capture leads.
4. Create Dynamic Multi-channel Coverage When Combined with Evergreen Content
A press release is a great avenue to generate publicity for your business. When used as part of a larger, evergreen content marketing campaign, a press release can help you create dynamic, multi-channel coverage that will keep your business name in front of potential customers for months or even years to come.
How to Use Press Releases as Part of Your Content Marketing Strategy
While a press release can be a helpful tool, it’s not nearly as effective as when used as part of an evergreen content marketing strategy.
Here’s how to do it:
Write Relevant Press Releases
Before you even start writing your press release, you need to make sure that it’s relevant to your target audience. What newsworthy event or announcement are you making that would interest your target audience?
Distribute Your Press Release Wisely
Once you’ve written your press release, you must distribute it wisely. Research which outlets would be most interested in your story and focus your efforts there.
Create a Landing Page for Your Press Release
When people click on the links in your press release, they should be taken to a landing page on your website where they can learn more about what you’re announcing. This landing page should be full of quality content – including videos, infographics, blog posts, etc.
5. Build a content portfolio.
Did you know that a press release can also be a valuable tool for building your content portfolio?
Use the press release as blog fodder.
If you have a blog on your website, chances are you’re always looking for new material to post. Why not repurpose your press release as a blog post? You can take the main points of the press release and expand on them in a blog format. This is an effective method to get more mileage out of your press release content.
Turn the press release into an infographic.
People love visual content, so why not turn your press release into an infographic? This is a great way to make complex data more digestible and appealing to your audience.
Create social media posts from the press release.
Social media is a great way to promote your PR, but it’s also an effective avenue to repurpose your press release content. By creating social media posts from your main points, you can reach a whole new audience and drive even more traffic to your website.
The Power of PR
Mid-size businesses are losing faith in the power of earned media. But there are still ways to get your story told. While it’s true that the news landscape has changed in recent years, the fact remains that PR can still be an effective avenue to reach your target audience. The key is to understand how to use it effectively. A well-written press release can still generate journalists’ interest and help shape the public perception of your company.
In addition, a press release can be a valuable resource for search engine optimization, helping your website to rank higher in search results. If this is confusing or you’d like more info, schedule a free strategy call with us. We’ll make sure you get results with your Press Releases.
