How effective are press releases

We answer with a loud NO!

The press release has not become obsolete or archaic, it has simply evolved as a marketing tool.

In the last decade, the way we communicate updates has changed dramatically. Social media, blogs, influencers, and YouTube have shaped a world in which information is consumed 24/7.

Just look at the youth of today with Tik Tok and Twitter getting updates on demand.

So it’s not surprising to read and hear opinions that reflect a view of press releases being an archaic tool used by our ancient but still living forebears in the mid-2020s. However, this is a mistake.

In fact, the press release has not become obsolete or useless. It has simply evolved in the world of information, adapting to this new landscape hand-in-hand with the trendiest marketing and communication tools.

According to Cision’s Global Communication Report 2020, a survey of 527 communications and marketing professionals in 7 countries (US, Canada, UK, France, Germany, Sweden and China), 67% of respondents said that the press release remains an important media communication tool.

In addition, corporate news is no longer just for journalists, but the general public has direct access to press releases through Google. Therefore, to stand out and attract the attention of both journalists and potential clients, you need to focus on writing and distributing a clear and personalized PR.

These are our 5 compelling arguments that a press release hasn’t lost any of its usefulness or relevance in today’s world

1. Establish relationships with the media

When looking for branded content, 71% of journalists say they choose press releases as their primary source of information.

Not Wikipedia, thank god.

A well-written and relevant press release shows that your business is both proactive and does its research.

Good PR does two things:

  1. It shows people why your announcement is worth reading
  2. To answer the classic questions of curiousity: who, what, where, when, and why?

If we want to get journalists’ attention, we have to be relevant and responsive and make sure our messages get across quickly. This will build trust over time with journalists and they will be more open to you.

2. It gains credibility.

A press release is usually considered a reliable source of information, so regular PR helps us gain credibility and trust with journalists, as well as existing and potential clients.

3. Improve SEO and generate traffic

It is important that we try to apply different SEO practices and techniques to our press releases. In fact, search engine algorithms allow information to be indexed, ranked and positioned online according to its relevance. A press release with a good backlink profile will get published on the first page of Google and this will redirect traffic to your website.

A classic example is nifonline who had a press release in Nomade Gate on how to get a NIF identify card number in Portugal. In fact, 50% of nifonline’s customers and traffic comes through this press release.

4. Create engagement

Most companies use the same proven social media and branded channels to communicate with their customers. Distributing a press release, if well-written, can help you rank high in search engines, grab the attention of potential customers and generate engagement through social-media sharing.

Press releases can be a way to reach an audience you hadn’t thought of before.

We need to promote the press release on social media for maximum reach.

Using great visuals, photos, videos, or infographics that will value and increase audience and media engagement.

5. Create a “portfolio” of content

Content is king; the more consistent our editorial line is, the more our brand will be recognized by search engines as a trusted source. Press releases are factual and data-driven, so every piece of information can be turned into new content. We should extend the life cycle of our PR by turning it into a blog post, infographic, social media post, or (if you have the time and sufficient coffee) even a white paper.

It’s a quick and effective way to create content, and other communication makes the information more accessible to new audiences.