Last Updated on June 16, 2023 by Anthony

If you had to choose the most effective avenue for digital marketing, what would be your choice? Perhaps you think content marketing is where it’s at. Maybe you are into SEO and PPC advertising. But what about press releases? They may not be the most popular marketing tool around, but they do have a place at the table.

One of the keys to getting maximum marketing value from press releases is to use them sparingly but effectively. An effective press release is thought out, well written, and released to the right audience at the right time. Master the press release and you could very well have journalists contacting you for stories.

Connotations offers a press release writing service designed to get the most out of this particular medium. We can research and write press releases on virtually any topic in any industry. We just need the right information from you. While you think on that, let’s talk more about why press releases are effective and how to utilise them as a marketing tool.

A Few Press Release Stats

A good place to start is looking at some surprising statistics about press releases. For example, did you know that 78% of journalists say that press releases, company announcements, and other newsworthy content is important to them? That’s the kind of content they want to receive from small businesses and PR departments.

Here are a few more stats that might interest you:

  • 100% of surveyed journalists say that press releases are their primary means for finding stories.
  • 54% of journalists say that the press release is still the most trusted source of information.
  • 25% of those journalists write up to seven stories per day, often with press releases as the foundation.

It is clear that journalists want and need press releases. They rely on press releases for story ideas and data when breaking news isn’t coming at them. And truth be told, breaking news they don’t have to go looking for isn’t the norm. Most of the stories they write they end up digging up themselves.

How It Applies to Digital Marketing

The stats are interesting enough, but how do they apply to digital marketing? The foundation of every digital marketing campaign is exposure, right? You need to get a particular message in front of the people who are most likely to respond positively. There isn’t just one way to do this.

Maintaining a blog on your website works. Strategic and guest posting can help get your message out and generate backlinks of the same time. Even case studies and social media posts can get your message in front of the right people. But so can press releases.

The thing about exposure is that quality matters. It is one thing to get exposure on websites that don’t rank very well in terms of authority. It is another matter to get your message published on well-known websites that people trust. Therein lies the strength of the press release.

Journalistic Sites Have Authority

Despite the fact that journalism’s reputation has taken a hit in recent years, its websites having authority in the marketing space hasn’t changed. Google would rather point users to journalism sites operated by the Daily Mail and New York Times than smaller, non-journalism sites no one has heard of.

Getting a journalist to write a story about your organisation adds instant credibility to your brand. As long as a press release contains the right information to capture a journalists attention, the chances of you getting a story are pretty good. The story should end up on a reputable site that links back to yours.

A Specific Type of Content

Having offered a press release writing service for more than a decade, the Connotations team has learned a thing or two about the medium. Press releases are a particular type of content intended to accomplish a specific kind of goal. Consider the following:

1. Press Releases Should Be Informational

The primary purpose for issuing a press release is to provide important information about your organisation. You might want to announce the hiring of a new member of your executive team. You might want to let local customers know you are opening a new location. Whatever the case, you’re looking to disseminate newsworthy information.

2. Press Releases Should Be Factual

Press releases should never be opinion pieces. They should never be conversational pieces or sales oriented. Rather, press releases should be factual from start to finish. Remember, you are reporting newsworthy information. You are not writing an editorial.

3. Press Releases Should Include Quotes

Press releases should include at least one quote from a representative of the organisation. Two quotes would be better. However, the number of quotes used should be commensurate with the length of the release. Too many quotes create problems.

4. Press Releases Need Distribution

Press releases don’t work very well as a marketing tool if they aren’t distributed. Organisations can distribute to multiple news outlets themselves or sign on with a distribution service with a wider reach and a better reputation. One way or another though, distribution ensures that journalists see press releases.

Believe it or not, the best day of the week to distribute a press release is Thursday. The worst day is Friday. Send out your releases between late morning and mid-afternoon on Thursdays and you’re in good shape.

There is more we can say about press releases that time and space will not allow. The main thing to remember is that the press release can be an effective marketing tool if you use it the right way. We are here to help with professional press release writing services. Contact us to learn more.

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