Press releases are often criticized for being a marketing device for business instead of an informational tool. In the past, press releases were utilized to distribute news to reporters and buyers. In today’s current market, many feel that press releases contain little newsworthy material and/or details that would be interesting to readers.
If used correctly, a press release doesn’t have to be outdated. There are times when it’s appropriate to write a press release and times when you’ll want to try another method of publicity. It’s not that writing a press release is obsolete but rather that it has evolved into a new form. Therefore the key is to evolve with it.
In order to modernize your press release, you should:
Write to a specific audience. Instead of writing one general press release, try creating press releases more often and make them shorter. Write your releases more frequently and gear them to a more specific audience using popular topics for that specific audience. In doing so, there’s more potential to grasp the interest of your readers.
Take advantage of social media. The use of various social media such as blogs, video sharing or a business website allows you to meet the needs of your internet audience. Going beyond the format of a traditional press release permits reporters and editors easier access to your information.
Check the newsworthiness of your release. Your release should include essential information that your readers wouldn’t want to miss out on. Using a press release to promote your business can lead to less interest in any releases that you may distribute in the future. Essentially, sending out a press release without any news can jeopardize the importance of your future press releases.
Make the most of search engines. You can use keyword devices on Yahoo or Google to explore what words are used most in searches and put those words in your press releases. That way when a member of your audience is online conducting a search for something related to your field, it’s more likely that they will come across one of your releases.
Include links back to your website. You should include links back to your business website or any RSS feeds in a press release. That can help you expand your audience and enhance the importance of your press release. And isn’t that the reason you wrote it to begin with?