Crafting a press release is an important component of a PR strategy. Within your company's wider PR and marketing strategy, press releases can be one of the fastest ways to truly generate buzz within your industry.
1) The piece must be of general value within your industry;
2) Be relevant to the reader
3) and Truly highlight what is newsworthy at your company.
Getting this content right and properly contextualized within the rest of your marketing strategy will take time. Explore our resources section for some ideas on how to use press release writing for branding.
However, this is just the first step. Publicizing and distributing your articles are where successful marketing teams will turn to press release distribution. PR Distribution works with thousands of companies to properly leverage their news and strategically target different newsrooms and outlets. This is key in maximizing the effort put into creating content and making sure that the content strategies of your company are getting to the right viewers.
While we advocate forming relationships with individual journalists and outlets, press release distribution services connect you to media outlets on a scale that just isn't feasible for most organizations. PR Distribution services operate through networks of hundreds of thousands of journalists across tens of thousands of newspapers, magazines, blogs, and other outlets, including TV and radio. So, while there are many ingredients to keep in mind for a successful press release strategy, having that type of distribution is certainly a huge leg up.
There are certain strategies you can employ that will also make your press releases more effective, depending on your needs.
If you're a new business that relies on local visitors, target regional publications and make sure that your contact information is prominently placed in the press piece. Add multimedia pieces to the article, as well.
If improved SEO is your primary objective, press releases are an effective tool to get high authority links to your site from reputable sources. Of course, this really hinges on the importance of your news and how you craft your pitch and the article itself.
We recommend targeting points that you know are deeply relevant within your industry and targeting publications within your market. Providing context regarding a region, timeline, or otherwise differentiating your company will also further differentiate your company.
For example, if you’re the first company to launch a particular type of product or service from within your state, crafting a press release that focuses on local business will appeal to regional publications.
This can also be applied to product launches, major sales dates, as well as upcoming products and services that break new ground.
There are many different ways to use press release distribution providers. However, for any company looking to truly scale their PR efforts quickly, press release distribution is invaluable.
It cuts down cost and time. While the upfront cost may be high for some plans, averaged out across results, some companies are paying less than $1 for valuable instances of media exposure. And this media exposure tends to snowball, so long as the rest of the branding and marketing strategy is working.
Companies that are on a budget can still find value in selective usage of press release distribution. These services have experience within an industry, as well as insight into the crafting and targeting of press pieces.
We’ll cover the best known press release distribution companies in 2020 in a followup article.