With the increase of social media, data-driven storytelling, and the 24/7 news cycle, the press release has evolved while remaining a relevant part of your marketing strategy.
How people communicate around the world has changed drastically in the last decade. Social media, blogging, influencers, and television have created a world of 24/7 news consumption. So it would be easy to write off the press release as an archaic marketing strategy, but that would be a mistake.
Like everything in life, the press release has evolved within the online world of marketing and public relations. According to Cision’s 2019 Global State of the Media report, 65% of journalists believe audience metrics have changed the way they evaluate stories. Journalists continue to look to PR professionals for content specific to their audience, and this relationship has only become more valuable.
In addition to journalists, consumers have direct access to press releases through online distributors. The key to standing out to both journalists and consumers is to focus on distributing a well-written press release that clearly promotes something significant and specific.
These five reasons show the press release is very much alive and beneficial to any marketing strategy.
- Establish a relationship with the media. Journalists find themselves with fewer resources than ever, and their partnership with PR professionals is a valued resource. When looking for content from brands, 71% of journalists look to press releases and news announcements as their primary source.A well-written, relevant press release shows you’re proactive and have done your research. Media professionals don’t have time to sift through hundreds of irrelevant pitches and press releases that have nothing to do with their niche. And, yes, a pitch and a press release are different.
Think of a pitch as a teaser to pique a journalist’s interest. Provide just enough information about what’s going on with your brand to grab their attention. Pitches work well for product updates or to introduce an employee as a media expert to be used for quotes. Keep it short, preferably in a bullet list, and send via email.