Are Press Releases Still Viable?

Where do you check your news every day? While some may still turn their dial to the local news channel, more and more of the population is simply scanning the social media newsfeeds for the latest headlines. It seems like the importance of press releases has slowly eroded over the last couple years and rightfully so. Consumers are digesting their news in a completely different manner. This new trend leaves many business owners scratching their heads asking: “Do I need to use press releases anymore?” While how we view and use press releases may have changed, their ability to positively contribute to a strategic marketing plan has not.

How Press Releases Have Lost Steam
There are a number of reasons why the marketing world has seen a decline in the use of the standard press release. First and foremost, the way in which the public reads news has changed dramatically. People want quick reads, condensed versions of the story and have limited time to devote to pouring over the headlines. They are more likely to view a short tweet than read the whole tale… even if it\’s online. Secondly, SEO efforts have declined. The days of search word stuffing and back links have taken a backseat to organic content. Lastly, in the world of “sharing”, press releases aren\’t very social or shareable.

Why Press Releases Still Matter
Press releases can still offer a number of benefits to any size business. They show the public a company\’s momentum – where the organization is at presently and where it is heading. It also provides the complete truth surrounding a newsworthy story. Rather than having rumors spinning on the internet, the facts are there in black and white. Lastly, there will always be eyes that will read it. While press releases may not achieve the mass appeal they once did, they still hit at least a percentage of the target each and every time.

Using Press Releases Effectively
To use a press release effectively, some adjustments must be made to both its content and approach. While the “standard address on top and story in the middle” format still applies, a catchier title may be helpful in capturing others\’ attention. Also include a noteworthy quote, one that is more likely to gain the attention of the average journalist. Lastly, make sure to keep your content straightforward and easy to digest. Readers want reads that cover the who, what, where and how quickly.

Contact Grand marketing Solutions for your quality content needs. We assist our clients in creating the marketing materials they need to get noticed online. From standard press releases to social media management, our team can help you achieve true success in the fast-paced, digital marketplace.

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by Katie Zurawski

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