In the digital age, information is readily available and quickly dispersed. In fact, a story or piece of news can go viral in seconds. That makes the need for effective communication even more crucial. Even press releases have become more critical in this digital landscape.
According to a recent study by Harvard Business Review, press releases are still considered the most effective way to reach and engage audiences. The study also revealed that press releases are more effective than other types of content marketing.
Different from traditional PR techniques such as interviews, speeches, and appearances to help increase visibility and awareness of your brand or company, press releases are ideal when you want to reach as many people as possible as fast as possible.
One reason press releases are more important now is the sheer number of published daily. Press release distribution services are seeing more than 100,000 press releases published each month, most of which are digital. That’s a lot of content vying for attention in the digital world, so you must ensure your message is heard above the noise.
Even though press releases have become more common in recent years, they’re still highly effective in getting your brand or product in the spotlight. They work because readers expect them to be necessary. They’re not likely to click on a press release, expecting it to be spam or a sales pitch. Press releases have evolved over the years but have retained a sense of importance. They still focus on the “who, what, when, where, and why” of a particular event or product. When writing a new release, you want to focus on what’s important and avoid unnecessary information.
With the sheer number of press releases that are being published, you might wonder why you should bother even writing a press release. Here are a few reasons why press releases are essential in the digital era.
- Availability and discoverability – With so many news outlets and publications having a digital presence, you can easily make your press release (or a link to it) available to a broad audience.
- Impact – Press releases are likely to get picked up by news outlets. This can give them a broad reach and a significant impact.
- Association – When a news outlet publishes your press release, it can link to your website. This helps drive traffic to your site and gives your brand more authority.
- Speed – You can write a press release and publish it online in just a few minutes. You usually wait until the next day’s newspaper to get your information out when news breaks.
For many companies, press releases are not just a marketing tool. They’re a way to get their message out to as many people as possible as fast as possible.
Press releases have a lot of potentials when it comes to marketing. They can provide early notice about a new product release, highlight a customer service initiative, or connect with a key influencer or expert. That’s why it’s best to write a press release that’s targeted to an audience that’s interested in your business’s industry or your product. Reach out to us with any questions.