There simply isn’t a business or brand out there that cannot benefit from the power of a humble press release.
It goes without saying that the world of Public Relations is constantly evolving. As a result, us PR pros have an ever-expanding tool kit to choose from when implementing client campaigns.
However, despite the many tactics on hand, the traditional press release continues to hold its position as the number one way of securing media coverage. If that’s not an indication of its true potential, then I don’t know what is!
Although a staple of our industry, to the unknowing eye, a press release may seem like an outdated way for brands to communicate with consumers. Especially in the glorious age of social media.
Well, take it from our clients. Those who have featured on the likes of BBC news, ITV and the Daily Mail – this is completely false. In fact, landing news coverage has many more advantages than you may think.
SEO benefits from a Press Release
The primary purpose of a press release is to get your brands message in the pages of media outlets. Often, these publications have websites which rank very high on search engines such as Google.
As you can imagine, having your brands news published on such sites is often extremely beneficial for marketing purposes, but it also helps with SEO.
Following the distribution of a press release, a popular and authoritative site may publish your news. It may also include a link to your website – these are called backlinks. Backlinks are fundamental to SEO. The more backlinks you generate, the more authority Google awards your website. Which is what ultimately improves your ranking on the search engine.
With that being said, generating backlinks is certainly not an easy task. For a brand to be featured on credible media outlets, it’s vital that the press release shared is of value and deemed newsworthy by the journalists who receive it.
Press releases are not owned media. This would mean that you share the copy and it is relayed in exactly the same format. In contrast, content supplied as a release is earned. This gives a journalist the opportunity to use it or the freedom to discard it.
With coverage comes credibility
As Jean-Louis Gassée once said:
“Advertising is saying you’re good. PR is getting someone else to say you’re good.”
Yes, it’s great that we have access to social media and can shout about how great we are on our own platforms. However true value comes from other people saying the same.
Ultimately, it’s what gives a brand credibility, particularly in an age where consumers make purchase decisions based on reviews and what others are saying about a brand and their experience with it.
Consistent Brand Visibility
A press release offers a simple way to consistently maintain brand visibility within the media. The launch of a new product, an event, an award or a new recruit, are all examples of newsworthy stories.
To harness the power of a press release, it’s important to first identify opportunities where there is potential to secure news coverage. By doing so you can build a PR program which ensures your brand is given constant exposure all year round.
Reaching a larger audience
With the help of a press release, brands can connect with an ever-widening audience. You see, having your news published on media outlets, whether that’s in print, online or even across social channels often reaches consumers that you otherwise may not. Not only does this mean increased brand visibility and awareness, but it is often a way in which many businesses grow.
If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on info@opencomms.co.uk or call 01924 862477.